I build the programs, tools and shared practices that help design teams do better work. I like taking an unclear problem, turning it into something people can actually use, and helping it become part of how a team works.
At Automattic I’m a Senior Design Program Manager on the Designer Experience team, working across AI enablement, design operations, planning, product quality and designer development. Before that I ran DesignOps at IKEA and led service design and strategy at ustwo. I live in the south of Sweden.
What I’m focused on now
How design expertise carries through into a world where more people, and more AI agents, are building products. In practice that means helping teams design thoughtful agentic experiences, making design knowledge usable in developers’ workflows, and keeping context intact as work moves between people and tools.
I’ve written principles for agentic experiences, built a tool that checks design work against them, and created training and reusable resources based on how designers actually work. I also look for places AI can help with the less visible parts of design delivery, like pulling together feedback scattered across tools.
How I work
I connect strategy with the details that make it happen: listening to what teams need, turning that into priorities, bringing people together, and building processes they keep using.
Strategy first
I start by agreeing why the work matters and what success looks like, so every task ties back to a clear goal.
Get close to customers
Tools and rituals matter most when they make it easier to hear from real people.
Build, then measure
I prototype with AI myself, ship small, and set a metric before I call something done.
Experience
Mar 2025 – now · Remote
Senior Design Program Manager, Automattic
- Wrote the design organisation’s first principles for agentic experiences, built a Claude skill that checks design work against them, and set up a recurring forum for shared practice.
- Built and ran an AI enablement programme based on research into designers’ workflows, including Jobs to be Done training, reusable workshops and a resource library.
- Led 2026 planning for Designer Experience, turning survey findings into priorities and a roadmap approved by design leadership.
- Designed and shipped three versions of a product quality dashboard that combines Customer Effort Score with product usage data.
- Launched a Design Skills Map pilot: a shared skills and levels framework, internal tooling, rollout comms and usability testing.
- Set up an editorial pipeline for Automattic Design, led the 2026 design meetup and run recurring design town halls.
Aug 2021 – Mar 2025 · Malmö
Senior DesignOps Producer, IKEA
Digital Experience Design.
Jul 2018 – Aug 2021 · London & Malmö
Design Strategy & Service Design, ustwo
Design Strategy Lead (2021)
Service Design Lead (2019–2021)
Senior Service Designer (2018–2019)
2017 – 2019 · Copenhagen
Service / Interaction Designer & Faculty, Copenhagen Institute of Interaction Design
Turned research into journeys, prototypes and digital experiences, and taught service design at summer schools in India, Singapore and Copenhagen.
2016 – 2019
Founder, ourpillar & freelance UX at Shift
Built a digital peer-support concept for mothers to complement healthcare services, and prototyped a digital parenting support service with NCT.
Education
- Master’s, Interaction Design · Copenhagen Institute of Interaction Design (2016)
- Master’s, Digital Design · Pratt Institute (2013–2015)
- Sustainability Change Leadership · Hyper Island (2024–2025)
- Research Frontiers in the Digitalization of Society · University of Gothenburg (2024)
- Climate Change and Global Politics · Malmö University (2024)
- Certified OKR Coach · Workpath Academy (2023)
- CSRD Fundamentals · Sustainability Reporting Institute (2025)
Community
- Co-lead, DesignOps Assembly Sweden (2023–now)
- Design mentor, InnoFounder (2017–2018)
Skills
Design operations · Service design · Design strategy · Design research · AI enablement · Workshop facilitation · Program planning · OKR coaching
