Work — XTWO

Work

Experience shaped across products, brands and events.

Some as an in-house lead, some as a founder, some as an agency director. All of it in service of the same question: what makes this thing worth using, buying, or showing up to?

NORNORM

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

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

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 Group

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

Gear Up Ventures

Concept, Design & Production Lead

Created the publishing concept and led design and production of 'Gear Up: Your Best Business Idea Ever' with Stanford professors Tom Kosnik & Lena Ramfelt — shortlisted for the CMI Management Book of the Year, now part of executive education at Stanford and the Stockholm School of Economics.

Publishing Design
Branding
Editorial
Art Direction
Web Design
Experience Design

Gymgrossisten

Product Owner & Customer Experience Lead

Defined and executed go-to-market strategies for new verticals, including range design, CX, and brand positioning — spearheading the launches of Bodystore.com and Milebreaker.com.

E-commerce
Product Strategy
CX

MotionMetrix

Brand & Digital Communication

Brand and digital communication work for MotionMetrix, a Swedish sports-tech company behind a 3D gait analysis platform used by clinics, retailers and elite footwear brands worldwide.

Branding
Digital Communication
Sports Tech

BCG

Agency Lead

Brand and digital communication for one of the world's leading strategy consultancies, translating complex advisory work into a clear, confident digital presence.