I started in design and moved into product management and leadership over time. I've spent 15 years working with startups and scaleups, from seed to Series B, across both B2B and B2C.

At startups like Palats and Hypocampus, I've worked as both PM and CPO, figuring out what to build next, hiring, and helping the team grow.

Before that, I designed products and led the design team at Minna.

Lately, I've focused on building AI-powered features and helping my team to make AI part of our day-to-day work, so we can spend more time on harder problems.

I've also built PM Toolbox (8,500+ installations), and every now and then I do some speaking.

Speaking

  • How AI native PMs work

    Maven, online

    Jul 2025
  • From insight to impact

    Hogia, Usability Week

    Nov 2024
  • How to translate good design into business value

    Hyper Island, lecture

    Jan 2021
  • Decrease the gap between design and development

    UX Open, Stockholm

    Oct 2015
  • What is creativity?

    TEDxStockholm

    Oct 2013
  • Design within B2B

    Webbdagarna, Gothenburg

    Mar 2013

GitHub activity

GitHub contributions from two accounts

Life

Making design sprints work for us

Mar 2022

We're in the middle of another design sprint in one of our product teams at Minna. Design sprints can feel a bit glorified, so here's what ours actually looks like.

Sketches and a remote design sprint board at my desk

The problem we're trying to solve has no UI. It's technical, about as far from Dribbble and Behance as you can get, but solving it will create a lot of value for our customers. What excites me is seeing a technical team use a design sprint to explore the problem before jumping to a solution.

We're running the sprint remotely. We discuss and share work in Miro, but still sketch and brainstorm with pen and paper. A phone camera lets us share those sketches with the rest of the team.

We also can't clear a week in everyone's calendars. So we've spread the sprint blocks over several days, leaving room for other work in between. We're following the process on a schedule that works for us.

Instead of jumping to the solution we probably already had somewhere in the back of our minds, we explored the problem further and came out with 17 different ideas for solving it.

Next we'll prototype and test in smaller groups to save time.

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