I think in systems,
design for outcomes

I’m a senior product designer who moves between strategy and interaction detail, leading design work and connecting product, business, technology and people. AI is part of how I build now, not a trend I follow.

Work

Three views of the EdAider course "ChatGPT för lärande och undervisning": a desktop lesson page with a chaptered sidebar listing five modules, a video lesson with a multiple-choice quiz, and a condensed mobile lesson view with progress indicator and next-lesson button.

EdAider

From zero to 300,000+
learners in AI education

Building Sweden’s largest AI learning platform for educators. Sold 300,000+ seats in year one, then rebuilt onboarding once research showed sales alone weren’t changing classrooms.

The Anjin landing page: a dark hero reads "The designer's job search workspace," then "One place to run your job search," with the line "Build a profile from your real experience, track every opportunity, and spend less time repeating the same story for every role." Below it, the Anjin job board: a stats row (needs you, saved, sent, heard back, ghosted) and kanban columns for Saved, Considering, Applied, Interview, Second Round, Offer and Closed.

Anjin

Stop explaining yourself
from scratch

One profile that remembers how a designer works, so they stop repeating themselves with every application. Live in pilot with 20 designers, testing since August 2026.

The opening page of the Ghosted research report. A ghost mark sits beside the title in large amber serif type, subtitled "Both sides of a broken hiring process". Three figures run down the right: 24 in-depth interviews, 83 median days to first offer in Q4 2025, and 79% of senior placements made through personal contacts rather than job ads.

Ghosted

Researching a
broken hiring system

24 interviews revealing why hiring fails candidates and recruiters at the same time. The research became the foundation for Anjin, a separate case study.

A colourful welcome card introducing "Ed, din digitala AI coach" (Ed, your digital AI coach), with a friendly cartoon avatar and a short description of what Ed does.

Ed

Designing an AI
study buddy

Ed explores how an AI study buddy could support students inside their existing learning environment, offering help that fits the student, the task and the moment instead of a generic chatbot.

Writing

I write about the experience of being a designer, seeing things from the design perspective, and the systems that shape human behaviour.

Illustration of a red Rube Goldberg machine, a tangle of gears, pulleys, ramps and pipes connecting a stack of books, a lightbulb, a bar chart and a network icon, on a coral background.

Systems thinking is the new requirement. Your portfolio can’t show it.

Systems thinking just became the top requirement in senior design hiring. Nobody agrees on what it means, and no portfolio can prove you have it.

Illustration of a green ouroboros — a ring formed of two arms, each hand holding a yellow envelope by the other's tail — on a coral background.

Are we stuck in an AI loop, AI loop, AI loop?

Candidates and recruiters are both leaning on AI to survive a hiring process that’s collapsing under the weight of it.

Illustration of a person with the top of their head open, screaming, as yellow lightning bolts shoot out, on a coral background.

Bad UX made me do it

A year of being ghosted while job-hunting, the anger it caused, and why I turned that anger into research instead.

Ask Boris

A chatbot trained on six years of my LinkedIn posts and articles about design, product and AI. Ask it something and get an answer grounded in what I’ve actually written, not a generic model guessing.