I am...


My mom wonders how no one has realized that I’m sometimes lazy, my boyfriend sometimes thinks I’m too social and I believe that they know me too well.

I’ve lead one of Sweden’s telecom carriers to become number 1 online, taken a web security company to market and launched 5 new e-commerce sites. Because I love to create memorable customer experiences online. Today I split my time between my developing digital services and consulting to create more great experiences online. I also speak about digital strategy, mobile commerce and entrepreneurship.

I’m based in Stockholm, Sweden but both work and travel a lot, so don’t hesitate to reach out if you want to join forces, no matter where you are.

In the summer of 2012 I launched Sweden’s first (and still only?!) completely responsive telecom site. Shortly before I learned that there was another company who had launched two responsive e-commerce sites before that; Young Skilled. And it was not long until I had joined their team. Today I run my own company focusing on customer experiences. Regardless of web genre; we do e-commerce, digital product, customer service with the goal of studying and improving customer experiences.

Internetworld articles in Swedish:

Därför ska e-butiken satsa på responsiv design [SV]
Tre frågor om responsiv design [SV]

Video: Intervju med InternetWorld [SV]

My guest posts

Social business author [SV]


I would humbly

consider myself being an...

The customer is ALWAYS right – or?

Since starting our own E-commerce site, Kittat.se, my business partner and I have made it a habit to always deliver awesome customer service and selling via Tradera (which is the Swedish e-bay) we have managed to keep our ratings to a minimum of 4,8 out of 5 since we started. The main reason of lower …

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What will you accomplish in 2014? I’ll help you plan for it.

The last five years, after learning about it during my studies abroad, I’ve created a plan for the upcoming year. When I was at WII we did a professional development plan for the semester, but I’ve created a personal development plan based on that template yearly ever since. So far I’ve managed to complete about …

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Why don´t you keep your helpful customers in the loop?

I buy almost everything online, and I work with a digital product. From my work ‘m used to finding bugs and reporting them, which often happens when I shop too. I’m one of those customers who will let you know when your sign up form looks weird in Firefox or your input form is not …

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How to indicate menu functionality with arrows

Is there a single truth to how we are supposed to create arrows to indicate behaviour? I don’t know yet, but here is an example on how I would use arrows for two types of menus. I’ve been inspired to this from the use on mobile devices but I don’t see why it could not …

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The conversion rate does matter

A few weeks back I attended an event #sswc (Sweden social web camp) at which there was a session called #emeetx (Think Tedx but a Swedish E-commerce event). During this session I realized that the definition of conversion rate is very different in people’s eye. Google defines conversion rate as: “E-commerce conversion rate is the …

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Building mobile: Choosing Action based or browsing based?

During the last year I’ve been visiting many many mobile websites to try to see patterns and figure out what works and what does not. Something that is basically based on guesses as I don’t have the stats on any of them.
Action based sites
The mobile versions of airfrance.com and volkswagen.co.uk was probably my two biggest …

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The customers are in the smartphone – where are you?

I just walked around the city listening to an old interview with Jobs and Gates. They were talking about everything from how they’ve worked together throughout the years to what they see coming in the next couple of years. A bit of which focused on the ‘post-pc-devices’. This interview took place in 2007 just after …

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Are seasonal ecommerce sites an unexplored opportunity?

With a quick Google search you can quickly conclude that seasonal commerce is not yet a thing, either it might not work or it is still an unexplored opportunity. I started contemplating the subject after a quick chat with @dan_nilsson on twitter. I questioned the lack of a good ‘outdoor-decoration-ecommerce’ in Sweden. The obvious question …

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7 findings that should change your E-commerce business

If you knew these thing about E-commerce what would you change about your business?

It is proven that people would rather buy a product with a negative review than none at all.
The average 24 year old and younger – cannot say what is on the top or on the left side of the screen on a …

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16 optimization opportunities on the Spotify website

I love looking into how to optimize websites and products to twist and turn to find out what really works or not. Sometimes though I believe that it is difficult to see the optimization opportunities in pages that are already really good. Therefore I wanted to share my analysis of the Spotify webpage which is …

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is one of my

hidden talents.

I was born on stage, or at least that is what I am told. As a child I was the lead in every play, today there is less drama and more facts. I’ve been hired to speak for smaller group at major events such as the Conversion jam and Guldnyckeln. I’m also a toastmasters member since 4 years back.

I speak about what I love doing:

  • Digital strategies
  • Entrepreneurship
  • Digital customer experiences
  • Mobile commerce and E-commerce
  • Web and conversion optimization
  • Web analysis (Mostly google analytics)

Here are the slides from my presentation at Conversion Jam.

And the presentation

social media

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