As a Principal Experience Innovation Designer, I specialize in creating compelling consumer experiences for Electrolux in Stockholm, Sweden. With over 15 years of in-house experience working for world-class companies such as LEGO, Millet, Lafuma, and Electrolux, I have honed my skills in crafting engaging value propositions at the intersection of the physical and digital worlds.
My approach is heavily grounded in human-centered research, observations, and co-creation methods which I use to uncover unmet needs and develop new and exciting ways of improving the way we live.

I’m a Principal
Experience
Designer
based in
Sthlm, Sweden

My expertise includes:

Observing user behavior on the field
Staying current with trends
Designing and facilitating innovation workshops
Collaborating with external users to co-create
Generating concepts, experiences, and potential solutions
Scripting and illustrating concepts
Conducting user tests
Synthesizing and defining the next key steps to bring the new experiences to life.

Electrolux
Experience Design

I am an experienced professional with a background in strategy, experience design, and innovation workshop facilitation. Currently, I am part of a team working to translate emerging consumer needs and challenges into desirable value propositions that enable better and more sustainable living. I specialized in identifying and developing 10x solutions at the intersection of the physical and digital worlds.

feb. 2018 – Now

Electrolux
Industrial Design

New AutoDose drawer - RedDot award 2019
New Water Softener drawer - IF design award 2018
AEG Fabric Care range, from concept to production. Launch IFA 2016
Zanussi Free Standing Dish Washer range. From concept to production. 2012
Zanussi Water Heater. From concepts to production. 2011
Rebuild the Zanussi Design Brand. FS and BI products. Public launch 2010
AEG Neue Klasse FS dish washer range. Public launch 2009

nov. 2011 - feb. 2018

DesignLab /
Mentoring

As a Designlab Mentor, I guide students in a UX design boot camp using design thinking methodologies. I provide hands-on project experience and personalized instruction to help them enhance their skills and understanding of user experience design.

juni 2022–juli 2023

Lafuma / Beez
Apparel design

Beez - Design lead and Illustrator on major luggage lines dedicated to Apple products, including LArobe special editions, LErush, LAbesace, LEswift...

mars 2007–apr. 2016

Lafuma - Lafuma School Packs Collections for major retailers and specialized dealers (Europe). Mp3 backpack range. Development in Europe and Asia (Nanjing, Shenzen, HKG).

feb. 2005–aug. 2007