Senior Product Designer — Stockholm
I design products that create business value and exceptional user experiences.
Strategic, calm, Scandinavian. Fifteen years across hospitality, mobility and AI — turning research and business intent into interfaces people actually enjoy using.
Selected Work
7 case studies · 2019 — 2025Philosophy
Design is a strategic tool — not a decorative one.
I combine Scandinavian restraint with rigorous research and applied AI to ship products that move business metrics and treat users as adults.
Business, then pixels
Every project starts with a clear commercial hypothesis. Beauty follows utility, not the other way around.
Calm by default
Confidence is quiet. I choose restraint over noise, whitespace over decoration, systems over one-offs.
AI as leverage
I use generative AI to compress research, prototype faster and personalise experiences — without hiding the human.
Craft is care
Type, motion, tone of voice and micro-interactions are how a product tells the user you took them seriously.
Words
From the people I've worked with.
“Fredrik makes complexity feel effortless. He shows up with the strategy, the pixels and the story — all three.”
Elin Sundqvist
Head of Product, Mobility SaaS
“The rare designer who understands the P&L. Our conversion lifted double digits after his rework.”
Marcus Lind
CEO, Consumer DTC
“Calm, sharp, principled. Fredrik raised the craft bar for the entire team within a month.”
Anna K.
VP Design, Enterprise SaaS