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...

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 already a great site, however I believe it can become even better. I do not work for Spotify but I’ve been using there service for many years so I have some ideas on what their business goals are.

1. The landing page

The first time you visit the Spotify website you are meet with this landing page encouraging you to download the application and get started with the product. The call to action is very clear here. I would however test 3 different things on this page.

  • First of all I would try to change the color of the download Spotify button to draw even more attention to it.
  • I would also consider moving the Facebook face pile a little higher up on the page, simply because at least on my screen it is under the fold and the power of community is extreme.
  • I would also add a picture of a mobile version (the app) of the client as I find that many nowadays won’t start using a service if it does not have a mobile version.

Finally I would create an alternative landing page were the only option is to sign up for the 30-day free trial offered on the next page. And the put cohort tracking on people signing up on the two different landing pages to see which are the best customers. If you have slightly less conversions on this page, but more premium users it might be worth it.

2. Installation page

When you have pressed the download Spotify button you arrive to a page explaining the installation process. I would like to see the exit rate on this page because I find it quite blurry.

  • I would try to put the ‘Go Mobile’ suggestion higher up on the page and make that the core message. Simply because you will still have the guide in above the fold and it is really this that you want to have as a call to action.
  • I would also try to highlight that it is a guide by making the numbers more in focus, step 1, 2, 3.. Perhaps also put the titles above the pictures.

3. The 30-day free trial page

From the installation page and I assume a few other pages you find this ‘offering page’ where you can get at 30 day free trial. This page has all the right assets; the call to action button, the offer and the short list of the benefits. It also have easy access to the terms of the offering. I do however, think we increase conversions with a few tweaks.

  • I’m surprised by how the page title is blending in to the background making it difficult to read. So that is the first thing I would start testing.
  • I would also try putting the ‘checklist’ under a more bonus offering name like ‘benefits’ and then but in on two rows between the title and the call to action button in the hero. (Where it currently says ‘millions of tracks on your mobile phone’. Though I would make sure to keep the current background color of the check list.
  • I would also try changing the background color of the hero to see if the impression of it changes.

4. The front page

The ‘normal’ first page, the one you come till when it is not your first time at the site (or what measure they use for the landing page) is  currently used to advertise new functionality, I do however see some alternative use for it.

Where is the call-to-action?
I have been a Spotify user for quite some time now and I’m still surprised that there is not a a ‘download’ button on the front page. I’ve changed/rebooted my computers a few times and every time I have to look for it. I think it would increase both customers satisfaction and conversion rates to have it more visual here. For example, but two call to actions to the right of the hero, one call to action ‘Try Spotify Premium for 30 days” & ‘Upgrade now’ and one which is ‘Download’.

Sell the apps
Currently Spotify is working to have people start using the spotify apps which is the latest feature in the application. To get more engagement I would try to put a more social or engaging ad. Perhaps, choose an app and make it featured or add the face pile to the functionality so show people that their friends are using the application. I think both would be more inviting. Currently you are informed about the functionality, not the benefits.

‘What is Spotify?’ or ‘How does it work?’

As I have no insight in the customer service situation on Spotify there might be a reason for the ‘What is spotify’ page and the content on that page. But in my mind even though it might not be the title of the page it should at least answer the question on ‘how does it work’. Because in my experience that and ‘what is the difference between spotify and x’ which I’m asked most often by non-swedes who just heard about the service.


5. The mobile page

While the Spotify service is absolutely magic to use on the phone their website is not as a rewarding experience. Basically what they have is a landing page giving you two options, download the client or go to the normal webpage. The normal page does of course scales to fit the screen but it is not mobile adapted. I believe there are many benefits by making their website mobile friendly, especially for all of those who want to read up about the service after hearing about it from a friend. (Have you ever done this while meeting someone? you hear, you google, you join or forget)

Thus an easy couple of improvements would be:

  • Adding the ‘arguments’ for downloading spotify on the top of the page to make it a landing page for downloads and change the button to ‘download’ instead of ‘get’.
  • Creating an alternative page with a trial sign up suggestion just like for the landing page.
  • Create a mobile adapted version with the ‘why & how’ and link it just like the other pages on the current website.
  • A forth idea could be to have ‘send me info/a reminder to my email’ so I remember to look at it later


Though I’ve made the suggestions for the Spotify website I believe that there are a few key components that we all should try to test and analyze on our website.

Lets get started with these today:

  1. Placement and color of call to actions buttons
  2. Wording on call to actions and titles
  3. How to use lists to validate decisions

What would you add too this? Or is there some thing you do not believe in? Please share in a comment.

  1. Halkade in på din blogg, massa intressanta och bra idéer för design av användargränssnitt från ett perspektiv jag aldrig tänkt på. 🙂

    Du verkar kunna dina grejer, hoppas Spotify ser och tar till sig av det här!

    Comment by Mattias on 2012/05/13 at 16:19


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

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