AI speed. Human taste.

Hello, I'm a Design Creator Curator Innovator Generator Creator
I define direction, build systems, and scale delivery through deep design experience—amplified by AI workflows. Background across agencies and product orgs—now focused on direction and scale.

// DESIGN_PRINCIPLES

01. Core_Metric

"Confusion is the real bottleneck."

Clarity + focus = faster shipping.

02. AI_Craft

"AI speeds the making. Taste shapes the outcome."

Automation + human judgment = premium product.

03. Design_Leadership

"Teams are the product. Shipping is the feature."

Direction + standards + coaching = repeatable excellence.

// NOTABLE_EXPERIENCE

ikea.com

IKEA

Global design system.

helmutlang.com

Helmut Lang

Global fashion experience.

android.co.uk

Android

Digital brand experience.

jaguar.com

Jaguar

Interactive digital campaign.

> sectors.log

SHIPPED fintech, e-commerce, cryptocurrency, fashion, b2b saas and more..

// ——————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————————

// THE_END_OF_MANUAL_DESIGN

The Shift

AI doesn't just speed up design—it speeds up thinking. It turns an early hunch into options, pressure-tests direction, and generates UX/UI, copy, prototypes, and code in minutes. That doesn't make designers less valuable—it changes what "design" is.

The New Job

The job now is making quality repeatable: setting direction, defining standards, and building the rules teams ship by. Components, behavior, and guardrails keep the output coherent—even when execution gets fast.

The Advantage

When making gets cheaper, judgment becomes the advantage. The winners won't be the teams who produce the most screens—they'll be the teams who align faster, decide clearer, and ship consistent experiences at scale.

The Operating Model

I'm building for: AI speed, human taste—backed by systems teams can actually ship. Not speed for speed's sake, but momentum with quality. Create clarity on what "good" looks like, and teams ship with confidence—again and again.

// BEFORE_THE_PROMPT

The Hard Way

This is my pre-boom work—before prompts and generators. It’s the craft foundation that lets me ship faster now, still keeping the same premium quality.

IKEA.com

qapital.com

simployer.com

hm.com

// EXPERIENCE

2023 — Present

UX&UI + Brand Design

Simployer

Senior Product Designer at a leading European HR tech platform. Setting design direction and supporting team development while building scalable design systems and AI-enabled workflows that help teams ship with clarity and confidence.

2015 — 2023

Senior UX&UI Designer

Sjoborg Design · Self-employed

Consulting and hands-on product design for global brands. Specialized in design systems and scalable digital experiences. 15+ years of Product Design Leadership turning complexity into clarity.

2007 — 2015