I'm a Principal Experience Innovation Designer at Electrolux in Stockholm, working at the point where physical products and digital experiences meet. Over 15+ years in-house — LEGO, Lafuma, Millet, Electrolux — I've moved from concept design to soft goods to award-winning industrial design and now experience innovation. The constant: I start from how people actually live, not how we assume they do. Through field observation, co-creation, and user testing, I find unmet needs and turn them into products that ship — and that make better living the easy choice.

I’m a Principal
Experience
Innovation
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

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.

jun 2022–jul 2023

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

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