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...

Product portfolio: less is more!

Product development has been constantly on my mind lately because of my thesis work. And I bet that most who have written a thesis would agree with me that it is quite frustrating to find out really interesting things and get ideas worth remembering that don’t fit in to the paper.

The thought of the day, today, was how some companies create products that you cannot tell apart. If the offerings from a company gets too similar to each other, so similar that the company cannot easily describe who should have what product, then how could you ever expect a consumer to do it?

Though this might seem like a situation that would never occur when you read about it. I think we can quite often see this in practice. As an example I took a look at the dishwashers from Electrolux this morning and I could not tell them apart. Except for a liter less or more in water consumption and the dimensions of the machines it was really difficult.

Does the wide range of products really help them sell more? Or does it only confuse us consumers? I bet the second.


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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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