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...

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 inspiration sources when we built the new Halebop.se. These sites are based on the idea that the users arrive to the site to fulfill a goal, to complete an action. So without creating any fuzz they list the most common action on the start screen and let the user go form there. Volkswagen has also chosen to use the same list on the desktop site while Airfrance have a complete different look on the desktop site.




Browsing based sites

While browsing based sites is supposed to be opposite of an action based site I don’t think they really are. I think browsing based sites, if chosen for the right reason is supposed to fulfill the action of letting the user ‘look around’. This type of layout works great for news sites, videos sites, trend site or any other type of site that people visit to ‘look around’ on.




So when you are going to build a mobile website, or as we did a responsive site. Remember that mobile visitors have even less patience than desktop visitors so do let ALL of them look for the same thing that you’ve hidden inside some menu. So perhaps you should look into choosing one of the two strategies above before you move on to more details.

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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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