Personal Banking, Sales & Engagement
2023-

As a UX Director, I focus on strategy, direction-setting, and leading a team of talented designers. My role is about enabling high-quality design work, ensuring alignment with business goals, and fostering collaboration between designers, product managers, and developers. I work on shaping the overall user experience, setting design vision, and driving impactful digital initiatives.

2015-

As an entrepreneur, I help startups and small businesses shape their brands and services. My work ranges from visual identity and branding to digital presence and workshops. I partner closely with clients to define positioning, design cohesive experiences, and bring clarity to early-stage ideas. Each project combines strategic thinking with hands-on execution to create solutions that are both beautiful and useful.

Personal Banking, Mobile
2019-2023

As UX/UI Design Lead, I guided the team behind Nordea’s mobile banking experience. While staying close to the craft, I focused on managing priorities, aligning design across teams, and ensuring our solutions met customer and business needs.

I worked with developers, product managers, and stakeholders to shape seamless, user-friendly journeys. In addition to leading the team, I also took on design projects of my own, often focused on strategy and the creation of new concepts to push our products forward. My role was creating clarity, maintaining direction, and helping the team to do their best work.

2017-2019

As Design Lead for the e-commerce platform, I shaped the digital experience across the site, built and maintained the design system, and led large-scale design projects. My work balanced usability, business performance, and brand expression. I used data, A/B testing, and customer insights to refine journeys, improve conversion, and drive engagement.

In this role, I worked closely with product, business, and development teams to create clear, cohesive, and enjoyable experiences.

2015-2017

As Design Lead for RAY’s e-commerce platform, I shaped the online casino experience from concept to delivery. I defined visual direction, improved usability, and guided the continuous development of the platform to drive traffic and engagement.

I worked closely with marketing, product, and development teams to create balanced solutions that met both customer needs and business goals. In addition to the core platform, I led campaign design from ideas to execution to bring new offers and experiences to life.

2012-2015

In this role, I worked across campaigns, marketing, site content, and e-commerce materials to maintain a strong and consistent brand presence. I designed promotional campaigns, newsletters, landing pages, and in-game assets, all crafted to support engagement and conversion.

2009-2012

While studying, I worked as a freelance designer on projects spanning branding, visual design, and content creation. I collaborated with clients on everything from logos and websites to editorial layouts and marketing materials, building a strong foundation in design craft and client collaboration.