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...

Until you have a tablet (read ipad) strategy – here is what not to do

Hopefully most companies are considering how to adapt their website to tablets during 2012, if they have not already. Common strategies today contain for example mobile first, mobile & desktops sites and complementary native apps. However, until you have your permanent solution in place. Here are a few of the most “annoying” website habits to get rid of to not annoy your iPad visitors to much.

1. No more suggestions for mobile versions

Example: Nelly.com

Nelly.com is one of the sites that allows the user to choice between the mobile and the web version of the site. So far I have never found a mobile version of the site, which I wanted to use in the iPad so I suggest they remove this choice. I would actually remove this choice in the mobile as well, because if the mobile version is good enough this is the one the user would want to visit and then it should be the predefined choice. It is how ever important to always have a choice to return to the main site.


Suggestion: From an iPad the user want to visit the desktop site which in ideal world is adapted for touch.


2. No more suggestions of iPhone apps to iPad users

Example:  Volkswagen.co.uk

This is another common occurrence while surfing on the iPad is the recommendation of downloading an iPhone app to your iPad. Thought this actually work (to use iPhone apps in the iPad) it is rarely a pleasant experience.

Suggestion: Remove recommendation for iPhone app for visitors from an iPad


3. No more flash content – or create an alternative site

Example: Vagabond.com

I have really big trouble understanding websites who are completely based on flash these days, but apparently they are more common than I thought. Vagabond is one of them, who completely shuts out the iPad and iPhone visitor. If you would have a mobile site without flash this might be the only time where I would suggest you would point your iPad visitors to that.


Suggestion: Create a responsive website for iPad and iPhone users or even better remove the flash site completely.


Finally – think twice on what to use of your current solution


Example: Dinsko.se

Lastly I want to mention dinsko.se, which I honestly do not understand. When visiting their site I get the “normal” suggestion to download flash, but I also get a link to their webshop that is not built on flash. I am quite confused to why they do not only have a redirect to this site right away.  Because it took me at least tree visits to “find” this link as I the first time saw the flash comment and left. So I went to my desktop and find out what is on the flashbased part of the website and as far as I can see it is a campaign site on which almost all links go to the shop. Making the flash content fairly useless.

 Suggestion: Remove the flashbased campaign site and direct all traffic to the non-flash part of the website


  1. Poke!

    Comment by Jesper Åström on 2011/12/27 at 23:14

  2. The problem is with Apple. They need to get a deal in place with Macromedia for flash support on IOS. But as they think they are above everything they won’t.
    They are hoping that html 5 will replace flash and it will but it will take 3-4 years.
    Many sites have already shifted to other alternatives. Youtube being a prime example.
    Their videos were flash based but now they are mp4.
    p.s Android users don’t have this problem 🙂

    Comment by Hassaan San on 2012/01/22 at 04:23

  3. […] have great support for your mobile- or tablet visitors, one about not prompting app downloads and one about what you should not to when you don’t have a tablet strategy. But what I haven’t covered is what you should do to support mobile and tablet visitors, because […]

    Pingback by Present the options for your mobile/tablet visitors on 2012/01/29 at 20:01


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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