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That's the work.
Enterprise products get messy. Fast. Too many workflows. Too many edge cases. Too many decisions made in silos.
That's where I come in. I work with Product and Engineering teams to simplify how things actually work, not just how they look.
Less confusion. More adoption. Better outcomes.
I build systems that scale across products where complexity is the default.
Not just what I shipped. What changed because of it.
No big frameworks. Just a few principles that have held up in messy, real-world systems.
Trying to cover every edge case usually makes things worse.
Instead, I prioritize:
Fixing the screen without fixing the system? Temporary at best.
I don't start with UI. I start with flow. Using tools like:
Every solution should scale. So the next team doesn't start from scratch.
That's why I focus on:
Great UX doesn't come from better screens. It comes from better decisions.
I work best with teams building complex products, where workflows are messy, stakeholders are many, and clarity is hard to find.
The kind of environment where Product wants speed, Engineering wants feasibility, Users just want things to work.
That tension? That's the work. And that's where I do my best thinking.
Strategy doesn't live in decks. It shows up in decisions. Over the last few years, my role has been less about screens, and more about direction. What gets built. What doesn't. And why.
Partnered with Product leads to shape prioritization using:
Worked across Product, Engineering, and Customer Success to align on:
Restructured a team of UX writers into a more structured system:
I want to work on complex products. Where UX shapes real outcomes. I do my best work in environments where UX is expected to do more than execution.
At this level, UX isn't just about usability. It's about clarity.
And clarity changes everything.
I saw users struggle. Not because of design. But because things were hard to follow. Workflows were broken. Instructions were unclear. Decisions didn't match user needs.
And honestly, that turned out to be the real job.
In enterprise systems, users don't struggle because of bad visuals. They struggle because nothing connects. Workflows break. Instructions don't help. Decisions made upstream create confusion downstream.
I saw this early, working across complex SaaS products where a single workflow could touch Product, Engineering, Support, and Compliance.
That's where I started asking better questions. Not "How do we design this?" But, "Why does this feel hard in the first place?"
I don't look at screens first. I look at systems. How users move through workflows. Where friction builds. What slows them down, and why it exists in the first place.
Using tools like:
FigJam to map end-to-end workflows
Dovetail to synthesize support data and user feedback
Figma to translate decisions into usable patterns
Confluence to create documentation that actually answers tough questions
Because fixing the interface without fixing the system? Is temporary, at best.
Over time, I've grown into a UX leader who connects dots others miss. Between user behavior and product decisions. Between design execution and business outcomes. Between teams that need alignment but rarely have it.
That shift changed the kind of work I do. Less about deliverables. More about direction.
I care about doing work that actually moves something.
No big frameworks. Just what has worked, repeatedly, in messy, real-world systems.
I look for where users struggle. I use support data and usage data. I talk to teams and stakeholders. This helps us solve the right problem.
I start with friction: support tickets, drop-off points in workflows, repeated user confusion.
If UX doesn't move metrics, it won't survive prioritization. So I connect design decisions to outcomes like adoption rates, workflow completion time, and support dependency.
I connect UX work to real outcomes: better product use, faster workflows, fewer support issues.
Most UX problems are actually process problems. So I build systems: UX governance frameworks, design review cycles, reusable content and interaction patterns.
I help teams work better. I set up clear processes, shared patterns, better collaboration.
I don't disappear into strategy. I stay involved in workflow decisions, design reviews, and key product tradeoffs.
I stay involved in workflows, key decisions, and design reviews. This keeps things practical and useful.
Across industries where complexity is the default, not the exception.
The capabilities I bring, and the ones I build in others.
I do my best work in environments where UX is expected to do more than execution. Where clarity matters as much as craft.
Who need UX to shape direction, not just deliver screens. You want roadmap influence backed by user data, not opinion.
Who want fewer rework cycles and clearer specs. You want UX that respects feasibility and reduces back-and-forth.
Whose product touches Product, Engineering, Support, and Compliance. You need someone who can see the system, not just the screen.
Who want help building governance, review frameworks, and reusable patterns. You want a UX leader who thinks in systems.
Most teams don't have a design problem. They have a decision problem.
Managers stuck in execution. Leads unsure how to influence. Senior ICs not ready for leadership, but promoted anyway.
That gap? It shows up as: slow decisions, rework across teams, misaligned roadmaps.
I help close that gap. Not with advice. With structured coaching that builds better decision-makers inside your org.
But if you see these patterns in your team, you probably do.
Real shifts in how your leaders think, decide, and influence.
Each program is structured. Clear scope. Clear outcomes. No fluff.
Short. Focused. High-impact.
Best for: specific leadership challenges, decision-making gaps, stakeholder friction.
We work on framing problems clearly, identifying root causes (not symptoms), and building sharper decision narratives.
Fixing one high-impact leadership bottleneck.
Start a conversation →This is where real change happens.
Not surface-level improvement. Behavioral shift.
We work across influence without authority, roadmap conversations, stakeholder alignment, and decision-making under ambiguity, using real work, real situations, real pressure.
From "reliable manager" to "trusted leader."
Start a conversation →Long-term investment.
For orgs that want: stronger succession pipelines, future-ready leaders, consistent leadership behavior across teams.
We focus on leadership identity, strategic thinking, scaling influence, mentoring other leaders.
This isn't training. Capability building at scale.
Start a conversation →That's usually a signal something needs attention. Let's talk.
Book a 30-min conversation →No pitch. Just clarity.
Whether it's a role, a coaching enquiry, or just a question about how I work, drop me a line. I read everything, and reply within a few days.
Each project below shows the problem, the decisions, the trade-offs, and what actually changed. Long-form on purpose. Click to read.
Some project details in this portfolio have been generalized to respect company confidentiality and NDAs.
Product names, metrics, and architecture details may be modified where necessary.
A digital staffing platform connecting healthcare organizations with qualified consultants (doctors, nurses, specialists) across Sweden. Replaces a manual, fragmented process with a streamlined, data-driven marketplace.
Healthcare staffing was highly manual and time-consuming. Dependent on intermediaries and fragmented communication. Prone to mismatches between roles and consultants. Slow to respond to urgent staffing needs.
This resulted in delayed placements, increased operational cost, and poor matching quality.
Improving speed and accuracy of staffing directly impacts revenue growth, customer retention, and platform scalability. The opportunity wasn't to digitize the existing process. It was to redesign it.
Focused on marketplace workflow design, matching logic and experience, user journeys for both customers and consultants, and simplifying complex staffing processes.
Worked closely with stakeholders to align business model, pricing logic, and user experience.
1. Understanding dual-sided marketplace needs. Mapped two key user journeys, Customers (healthcare organizations) and Consultants (job seekers). Identified friction in job posting, matching, communication, and follow-up.
2. Simplifying the staffing lifecycle. Reframed the process into four core stages: Seeking, Matching, Staffing, Follow-up. Each stage owns specific decisions and hand-offs.
3. Designing for speed + accuracy. Focused on reducing manual steps, improving match quality, and automating updates and communication.
Two-sided platform enabling direct matching between consultants and organizations.
Algorithm-driven matching considering:
Notifications for:
Clear pricing structure:
Reduced ambiguity in decision-making.
Estimated outcomes based on system design and comparable benchmarks.
Designing for end-users, doctors, nurses, and other healthcare professionals. Marketplace design thinking. AI integration.
Designing mobile interface for hospitals and consultants.
Designing web interface for hospitals.
Not faster reporting. Better detection. Bell the Bull is an AI-powered safety intelligence concept built for K–12 schools, designed to identify risk earlier and guide structured intervention before situations escalate.
Most incidents, bullying, abuse, emotional distress, are caught late. Sometimes too late.
Because current systems depend on:
That rarely works.
Delayed detection leads to:
And for schools:
I studied:
Then reframed the problem:
From "incident reporting"
To "early detection + guided intervention"
I worked across teams to align on one core tension:
Detection sensitivity vs false positives. Too sensitive → noise. Too strict → missed signals.
We defined thresholds. And built human override into the system.
The system flow
Standby → Detection → Classification → Validation → Escalation
Simple on paper. Complex in execution.
This wasn't about adding features. It was about building a system schools could trust.
But the real impact?
→ Schools act earlier.
→ Staff respond consistently.
→ Students fall through fewer gaps.
Reduced noise without missing signals. Threshold tuning across cohorts.
Refined classification to match real-world scenarios. Mild / Moderate / Chronic.
Balanced automation with human control. Override always one click away.
From vague alerts → actionable prompts.
You're not optimizing convenience. You're managing risk.
This project shifted how I think about UX. From designing interfaces → to designing systems that shape decisions.
An AI-driven enterprise security and performance intelligence platform that helps organizations detect risks, monitor user behavior, and optimize system performance at scale. From monitoring system → to decision intelligence system.
Thousands of alerts. Every day. Most of them irrelevant.
Analysts were stuck:
Clarity wasn't the issue. Signal was.
And in cybersecurity, slow is expensive. This created real business risk:
This wasn't just a redesign. It was a reframing of how security decisions happen.
Through research, we identified how analysts actually think:
This became the foundation of the experience.
We also studied:
Then simplified the system around one goal: Faster, more confident decisions.
Just decisions.
Operationally:
→ Analysts handled more incidents with less effort.
→ Critical threats surfaced earlier.
→ Decision time dropped significantly.
From monitoring → action.
Early versions over-clustered → reduced visibility. Tuned ML thresholds.
Users didn't trust scores initially. Added explainability + contributing factors.
Too much data upfront. Moved to progressive disclosure.
Reduced technical jargon. Clear, action-driven microcopy.
Better decisions do.
Fixing clarity in enterprise systems. The role keeps changing. The work doesn't.
Tools, certifications, and contexts, the working surface.
