Digital Product Designer

Orchestrating
experiences

I'm Ulf Öman, a senior product and experience design leader. I help companies turn complex ideas into digital products that people understand, trust, and want to use.

I work closely with business leaders to connect strategy, customer needs, and brand — shaping products and experiences that create value for people and drive business growth.

See the work My approach

How I work

Connecting business, people, and design.

Great design starts with understanding the business and the people it serves. I work across business strategy, research, product design, and brand to turn complex challenges into intuitive experiences that support business ambitions and make a difference to customers.

Product

Research, UX, and UI, grounded in business objectives and how people really behave. Turning complex challenges into products that are intuitive to use and valuable to the business.

Brand

Not a separate job handed off at the end, but part of how the product gets designed from the start. Connecting positioning, identity, and experience so that every interaction reinforces what makes the business unique.

Experience

Bringing it all together. Creating coherent experiences across digital and physical touchpoints, where customers and employees share a clear understanding of what the business stands for and what it aims to achieve. Because a great experience only works when the people delivering it believe in it and understand their role.

Selected work

SEE ALL WORK ↗

NORNORM

2020 — 2025

Customer Experience Lead / Product Owner

Defined and led the customer-experience vision for a circular workplace-furniture subscription service, owning the web-app product and reporting directly to the CEO.

Product Design
Service Design
Sustainability
AR
Design Leadership
Research
VR
Agency Direction

Rembi

Current engagement

Product Design & Experience Lead

Leading product design and experience for Rembi, a Swedish personal health record app that gives people, their doctors and their families one shared, consent-controlled picture of their health.

Product Design
UX/UI
Health Tech
AI
Customer Experience

Kullamannen by UTMB® / IRONMAN Group

2010 — 2024

Co-founder & Race Director

Co-founded and directed Sweden's largest ultra-trail running event, building the brand, the runner experience, and the races themselves — from 20 to 160 km — through its entry into the UTMB® World Series and eventual acquisition by IRONMAN®.

Race Direction
Branding
Event Design
Experience Design
Digital Marketing
PR
Digital Product Design
Leadership

IKEA

2018 — 2020

UX Design Lead, In-Store Digital Experience

Set the vision and design principles for how digital meets the future IKEA store — leading a cross-functional team through six shipped products and three exploration projects, including the Good Design Award–winning Harajuku AR experience.

UX Leadership
Retail
AR
Agency Direction