About

Product Design, Product Strategy, Fractional Leadership, Thought Partnership, Speaker. Helping startups, established tech companies, organisations in transformation, schools etc. Clients include Epidemic Sound, Stim, Bergs School of Communication, Northern Standard, Lokaalt.

I lead Design for the Price & Promotions unit – a product area rooted in data, logic and configuration, where usability and clarity are real differentiators. I manage a team of seven product designers, including two leads, and focus on building a strong design culture that supports both quality and growth.

I work closely with Product and Engineering to shape direction, bring structure to ambiguity, and raise the bar for quality – in both our product and how we work together. A big part of the role is balancing strategy and execution, helping designers navigate complexity while pushing the craft forward across flows, systems and decision-making.

I joined Mentimeter as the first formal leader of the design craft, with the mission to help grow and mature the design team as well as helping Mentimeter scale their Product organisation and ways of working.

I established tools, processes and principles for the Design team, including role descriptions, career frameworks, process toolkits, rituals and cultural norms. I also created and recruited the growing team through organisational design and principles. By 2023 the team was 26 people, including 4 managers overseeing Product Design, User Research, Content Design, Design Operations and a Design Systems Team.

As part of the Product leadership trio (with CPO and VP Engineering) I established and curated concepts like the Trio model, Empowered teams, Outcome based goal setting, Continuous Product Discovery, Prototype driven explorations, cross functional literacy, Strategic frameworks, Proactive alignment, user centricity etc.

I was also part of the bigger leadership forum, helping younger leaders succeed and grow.

Joined as Design Director, was promoted after 11 months to VP Product Design.

Grew and shaped the Product Design team as the first design leader in a hypergrowth phase, taking the team from 5 designers to 50+ people – introducing roles such as user research, design operations, design directors, across 4 markets and offices.

Led the strategic design efforts and design vision. Helped build and scale the R&D department into multimarket org and 3 product areas. Collaborated with Brand Marketing on defining and launching a major brand identity overhaul. Led exploration of new multimarket features and products. Introduced modern scalable ways of working for design and product dept, including career framework and organisational principles.

Part of R&D Leadership trio with CPO and CTO. Part of extended management team.

Overall responsible for the user experience of the Viaplay product. Introduced processes, tools, roles, and organisational setups to help the Product department and the design team to mature and improve their collaboration, quality and focus.

Oversaw strategic initiatives including innovation efforts, leading to ground breaking products and features such as the linear channel and the Olympics experiences.

Oversaw the Brand identity overhaul profect from a design and product perspective, leading to an updated visual identity, tonality and feature priority.

Grew the team from 3 to around 15. Part of the Product department leadership.