About

For close to two decades, I’ve worked across product, brand and technology. I’ve designed products at Spotify and Klarna, led design teams, worked with startups and been a founder myself.

I’m at my best when things are still a little unclear. Figuring out what matters, finding a direction and staying close enough to the work to make it real.

I’ve never been particularly interested in where design ends and something else begins. I’m comfortable setting direction, then working through the details. Sometimes that means product strategy. Sometimes it means obsessing over an interaction, a sentence or how something feels.

AI has changed how I work.

My practice is increasingly AI-native. Ideas that once needed a team and weeks of handoffs can now become working products incredibly quickly. I can explore, design, build and iterate in the same loop.

That doesn’t make judgement less important. It makes it more important.

After almost 20 years in design, that’s the part I find most exciting: the distance between having the idea and making the thing is disappearing.