About me

UX design | UI design | Interaction design | Frontend Dev

I am a UX designer with experience in both e-commerce and marketing, With a creative mind for challenging problems I thrive to find the solution that will improve the user experience. I see myself as fluent in responsive design with a critical eye and high attention to detail. I am a team player and always strive to improve myself. Therefore, I prefer to work with openhearted, cheerful and skilled colleagues. I am also a confident communicator, who can argue for my work with stakeholders and discuss matters of importance team members.



Problem: Users can't find the right product

Customer feedback (NPS and customer service calls) show that the users find it hard to reach the product of their choice.

Increasing the filter options and decreasing the amount of levels in the tree structure will make the users more likely to reach their goals.

Part 1 - To make a "sitemap" for all product categories.
Part 2 - Remove filter in tree structure, and decrease amount of levels.
Part 3 - Update and increase the filter options for each product.

The sitemap is now well used by our customers. But we still need Part 2 and 3 to be implemented to decrease the next step issues.

Print screen on the Product sitemap

Problem: Users can't find answers on simple (faq) questions.

Customer service experiences a high call rate for faq. The customer service-page is not self-serviced.

Increasing possibility to self-service will decrease the call rate for these kinds of calls.

Gathered all the frequently most asked questions from customer service. Collected these questions on a page which foremost highlighted self-service, and secondly forms or a call in.

Within a week we had a significant decreased in the customer calls on FAQ type of questions. Which now decreases the waiting time for the urgent customers. We also had a larger number of page views on the service page.

Print screen of the Customer Service

Problem: Users are not engaged in the start page.

The start page is not fully responsive, mobile friendly and full of mixed signals.

Simplifying the banner layout and make it more clear will increase the CTR and engagement on the start page.

1 - Banners are placed in a dynamic layout with a carousel showing the next slides, along with a static banner. This improves the amount of content above the fold. The mobile version is also changed from carousel to all static banners.
2 - All banners are inspired by a magazine layout. This does not improve the above the fold, but instead hopefully it will increase scroll behaviour.

Test 1 showed an increase in user engagement.
Test 2 showed an even higher increase in user engagement and also a brand new scroll behaviour in our users.

Start page wireframe Start page mockup

Problem: Users are bouncing off when reaching no longer active products.

Webanalysts found a high bounce rate on products that are no longer current.

To keep the user on the site, we need to suggest replacement products for the no longer active one.

Iteration 1. Lift a comparison with "other top sellers" to the top of the product page. Instead of the buy-button and image gallery.

Testing this resulted in a slighty decrease in bounce rate. But we also saw an increase in confusion through recordings.

Solution 2
Iteration 2. Added a "read more about this product" button for the users that really want to know more about the existing product. Also made a few improvements in copy an visibility.


Tablet & Mobile layout

Problem: Users do not understand the delivery options that are presented on different parts of the site

Customer feedback from customer service and recordings of the users show that the user needs more information before deciding which delivery option to choose.

Show the delivery options from the user's point of view, and we will increase understanding and decrease confused customers.

Stop thinking inside out and use same information on product page and in checkout as on the order confirmation. Advanced information available for all deliveries.


Design work: Website 2.0

The problem was obvious. The websites contained too much information in a structure that only confused the visitor.

My role
Through analyzing the visitors wants and needs it was decided to scratch the whole site structure and redo everything. This was my first project at Agerus. A simpler website with a proper structure and hierarchy was made, with three top menu choices instead of seven. A Wordpress template especially made for the company

Agerus websites 2.0

Design work: Website 3.0

Still a lot of information and dated looks haunted the website.

My role
A new update with both redesign and structure. This meant changing from the specially developed Agerus Wordpress-theme to a one-page solution. More responsive and simpler information.

Agerus websites 3.0

Design work: System 2.0

A highly advanced web-system made in < frames > with high loading time, dated graphics, confusing charts and above all impossible interactions. Structure trees, checkboxes, radio buttons and text fields filled the system. Different layouts on each page and large introductions for the users. Our clients had a hard time to find the right information. "So many possibilities but so hard to understand". Education in the system was key to be able to use it.

My role
In a task force, we came up with different charts to test on users. A test with variated results. It concluded in two fully new diagrams and updates to those we already had. Simpler diagrams with less interaction and settings but equally informative was the goal.

To show what the users’ wanted to know but could not find. I made changes to the layout enabling the user to see the charts more clearly. Making it a standard to adjust the information showing in the diagrams in the top of the content instead of different locations depending on application, to keep the consistency.

Though the system’s functionality had improved in the earlier version it still looked quite dated. Through studies we got requests for a more “pleasing to the eye”-type of diagram. When exporting to a pdf or PPT, or just on a screen for presentations.

In the settings part of the system I wireframed a systematic guide to make the essential settings with text guidelines instead of leaving the client guessing. After several iterations, I also made the frontend coding for the final version.

Agerus System 2.0

Design work: System 3.0

A total remake of the charts and structure of the Agerus system

Though the system’s functionality had improved in the earlier version it still looked quite dated. Through user studies we got requests for a more “pleasing to the eye”-type of chart. When exporting to a pdf or PPT, or just on a screen for presentations.

My role
Since the company just started with a change of the graphic profile I did not need to keep to a certain design. I simplified even more than before. And went a little bananas with the UI. Focus was on parameters to show numbers in a more pleasant and fun way. With a menu that “pops out” when needed so that the diagram could be as large as possible. Export-friendly!

Agerus System 3.0

More work to come!


  • Work

    UX designer - Dustin Group
    september 2016 –
    #ux #interactiondesign #usability #responsive #wireframes #sketches #mockups #problemsolving #usertests #analysis #surveys #a/b-testing #projectleading

    Nordic Web Designer - Dustin Group
    june 2015 – september 2016
    #webdesign #responsive #production #mockups #frontend #usability #interactiondesign #ui #projectleading #teamleading

    Graphic designer (print & web) - Agerus
    april 2011 – june 2015
    #interactiondesign #esponsive #ui #gui #usability #webdesign #frontend #html #css #php #wordpress #prototypes #mockups #copywriting #prepress #print #postproduction

    Freelance web designer
    december 2009 – november 2011
    #webdesign #webadministration #photography #retouch #frontend

    Print operator - Ricoh
    january 2010 – february 2011
    #prepress #graphicdesign #layout #print #postproduction

  • Education

    IT, medier & design - Södertörn högskola
    (in collaboration with KTH and SU)
    B.Sc in Media technology 2006 - 2009

    Single courses - Marketing, Web administration, Web copy
    2009 - 2010