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...

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 be used on a desktop to.  The filled arrow indicates an accordion menu, where the content is shown when the menu expands. This also make the arrow point down. If I press another arrow  that one expands and the the previously opened closes. If I have a menu that have a “unfilled” arrow pressing this will make me go to another page. Also to clarify the entire “menu line” is touchable/clickable to perform the action.

Accordion menu with no chosen/open alternative

Accordion menu with a chosen/open alternative

Menu where all alternatives take me to a new page

I would love to have you opinion on this. Do you agree? Would you do it in some other way? Am I missing any factors?

  1. Hi,

    Using arrows in UI design is complicated since they are used for so many different purposes and their placements and directions can vary.

    Examples of purposes:
    * Position indicators
    * Extras on demand patterns (accordions, expanders)
    * Visual cues
    * – tags
    * Buttons

    When dealing with accordions in computer software the most common implementation I see is filled triangles placed to the left of the text of the expandable panels. They are always filled and always rotate 90 degrees when interacted with.

    But placing them to the right is also fine. Resources like the excellent http://designinginterfaces.com/ are not specific about the placement. The direction they are pointing in also varies but left (default) and down (active) is definitely most common.

    “Unfilled” arrows in list cells definitely had their big break thanks to the modern smartphone OS of today. I see this design pattern all the time in apps and websites but more seldom in computer software. I thinks it’s “safer” to use it on websites compared to computer software thanks to the smartphone and tablet context. People browsing sites with their mobile devices are so used to seeing this design in native apps.

    I read a great article about the challenges in using arrows in UI design. I cant find it among my favorites on Twitter though 🙁

    [email protected]:twitter 

    Comment by Alexander Skogberg on 2012/12/10 at 22:46

  2. Great reply!!!

    Interesting point on the placement left versus right on accordions.

    When you started discussing software I realise we also have the “sorting” options of the arrows then, when arrow down is top to bottom and arrow up is bottom to top. In that case they are mostly placed on the right, so perhaps the left placement in accordions is the more common on the web to differ more from the behaviour in software. As it might be more clear than the size of the arrow and the face that they in software tend on to be in a menu stacked on the height. What do you think?

    Also, please let me know if you find that article, I would love to read it!

    I will update my post tomorrow with some of your comments.

    Comment by Annelie Näs on 2012/12/10 at 23:32

  3. You lost me. Any example on the sorting thing?

    Comment by Alexander Skogberg on 2012/12/11 at 08:44


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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