The Result
The Result
The project resulted in Value propositions, mobility personas and a handover of user study results n the shape of a needs and requirements list and a summary of user study data. Further details might be published in a report from Whim in 2021.
The project resulted in Value propositions, mobility personas and a handover of user study results n the shape of a needs and requirements list and a summary of user study data. Further details might be published in a report from Whim in 2021.
Reflections & Improvements
Reflections & Improvements
I find it important to reflect upon executed projects to evaluate my work and finds way of improving my work. One reflection I had on this project is that we narrowed down our target group too late which led to a very wide scope. Also, we found using mediating objects as being very helpful in this project but used them in a very late state of our progress which is something I bring to my next project. As well, we started our designing of Value propositions quite late after gathering and analysing the data. This lead to the iterative and evaluation phase of the design being short. Overall, I am very proud and happy with the work done in this project but of course, there are improvements to be made.
I find it important to reflect upon executed projects to evaluate my work and finds way of improving my work. One reflection I had on this project is that we narrowed down our target group too late which led to a very wide scope. Also, we found using mediating objects as being very helpful in this project but used them in a very late state of our progress which is something I bring to my next project. As well, we started our designing of Value propositions quite late after gathering and analysing the data. This lead to the iterative and evaluation phase of the design being short. Overall, I am very proud and happy with the work done in this project but of course, there are improvements to be made.
Project overview
Project overview
Process
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The process of data collection, (figure further down on the site) was initiated with theoretical research with the purpose to generate insights from existing research. The theoretical research was followed by market research to create an understanding of active actors but also map potential aspects where current service providers are insufficient. The theoretical research and market research was also complemented with discussions with industry experts that have unique insight into MaaS. The process of understanding the users was initiated alongside theoretical research, market research and discussions with industry experts (figure further down on the site).
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The process of data collection was initiated with theoretical research with the purpose to generate insights from existing research. The theoretical research was followed by market research to create an understanding of active actors but also map potential aspects where current service providers are insufficient. The theoretical research and market research was also complemented with discussions with industry experts that have unique insight into MaaS. The process of understanding the users was initiated alongside theoretical research, market research and discussions with industry experts.
Understanding the users was initiated through planning of the users studies which fueled the following steps. The following steps were: recruitment of users and screening of users.
The data generated by the user studies has been analysed through coding, then derived into user needs and requirements which then fueled the initial formulation of the value propositions.
Process
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The process of data collection, (figure further down on the site) was initiated with theoretical research with the purpose to generate insights from existing research. The theoretical research was followed by market research to create an understanding of active actors but also map potential aspects where current service providers are insufficient. The theoretical research and market research was also complemented with discussions with industry experts that have unique insight into MaaS. The process of understanding the users was initiated alongside theoretical research, market research and discussions with industry experts (figure further down on the site).
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The process of data collection was initiated with theoretical research with the purpose to generate insights from existing research. The theoretical research was followed by market research to create an understanding of active actors but also map potential aspects where current service providers are insufficient. The theoretical research and market research was also complemented with discussions with industry experts that have unique insight into MaaS. The process of understanding the users was initiated alongside theoretical research, market research and discussions with industry experts.
Understanding the users was initiated through planning of the users studies which fueled the following steps. The following steps were: recruitment of users and screening of users.
The data generated by the user studies has been analysed through coding, then derived into user needs and requirements which then fueled the initial formulation of the value propositions.
Selected work experience
UX/UI Designer
SVP Worldwide (Singer, Husqvarna Viking, Pfaff), Jönköping/Remote
November 2022 - 2025
At SVP Worldwide I have been part of one major project that can be broken down to three. The main project has been to unify the UI/UX for all in-house-produced sewing machines.
This has involved three major parts:
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Creating the UI/UX for several consumer sewing and embroidery machines with touch screen including:
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Planning and organizing the projects with a Lean UX methodology, using Jira for support
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Receiving and providing feedback within the UX team on ideas, designs and prototypes
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Creating and testing low-fi and high-fi prototypes mainly using Adobe XD
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Making sure requirements are met through standing meetings with stakeholders​
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User testing
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Summarizing and analyzing data from user tests
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Creating a Strategy for unifying the UI/UX for all in-house made sewing machines including building design systems in Adobe xd and Figma
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Creating an UI Branding Strategy for the three brands Singer, Husqvarna Viking & Pfaff in collaboration with head of marketing and head of design
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Technical Leader, UX Design
Combitech, Gothenburg
September 2024-
Technology Leader is a role appointed by Combitech's business areas to be an expert in a specific competence area. This role includes:
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Communicate insights about the competence area for anyone within Combitech as well as externally
- Be able to host training in the competence area
- Active in customer relationships and our offerings related to the competence area
As a Technical Leader within UX I am part of leading and maintaining the User Experience Community within Combitech which offers meetings 1-3 times a month. The purpose is to build a stronger community and create a national collaboration between Combitech employees in this field, as well as to share knowledge and competences through seminars and discussions.​​​​
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UX Designer & UX Competency Area Network Leader
Combitech, Gothenburg
August 2022 -
I currently work as a consultant at the Tech Consultant company Combitech. At Combitech I have the opportunity to use several hours per week for competency development. I regularly take courses, read UX related books and participate in coferances and seminars to stay up to date with the latest ideas and trends within UX design.
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I was also the leader of a UX Network within my business unit. I organized meetups, courses, book clubs, lunches, seminars and other activities for our members. I was also part of setting the strategy for UX Design within our business unit. This role was merged with my Technical Leader role September 2024.
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Tech Consultant, Young Talent Program
Nexer Tech Talent, Gothenburg
August 2021 - August 2022
I've been part of Nexer Tech Talent’s (previously Sigma) Young Talent traineeprogram at Volvo GTT. Except for working in my role at Volvo GTT the program included training and courses in for example agile methods, leadership, AI and cybersecurity and group communication.
System Design Engineer
Volvo Group Truck’s Technology
Gothenburg
August 2021 - August 2022
In this role I've worked with data management and diagnostics through working with regulating the documentation of parameters in an in-house system engineering web service. The role included technical/UX writing and is a supporting role for software developers and diagnostic engineers creating parameters. The team is cross-cultural based in two countries and is a support function for the entire Volvo Group.
Furthermore, the role includes developing the role and diagnostic strategies through for example evaluating new tools and work techniques as well as working closely with software developers to develop the tool through writing requirement lists from a user perspective.
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UX Designer & User researcher
Mentimeter
Stockholm
Master thesis project
January - June 2021
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The thesis investigates how to inspire, retain, attract and activate users in Service as a Software (SaaS) through Inspirational material, through a Lean UX methodology. My responsibilites included user research, designing and prototyping UI and create a framework for future usage as Mentimeter.
The deliverables included design proposals and general guidelines for further development of Inspirational material supported by user research and reviews of relevant additional research.
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UX Designer & User Researcher
MaaS Global
Helsinki (Remote)
Internship
September 2020 - January 2021
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My responsibilities included investigating a new market, conducting user research; recruiting participants, designing and executing interviews and various user research sessions, gathering data and analysing it to develop value proposals including service designs. The deliverables included synthesized user research and value propositions for a new market.
Education
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2019-2021, Chalmers University of Technology
M.Sc.Eng. Industrial design engineering -
2016-2019, Chalmers University of Technology
B.Eng. Industrial design engineering
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2020, Mid Sweden University
Project management, 7,5 hp -
2020, Mid Sweden University
Corporate sustainability, 7,5 hp -
2019, University of Gothenburg
Climate change - Anthropogenic and Natural causes, 7,5 hp -
2018 - University of Linköping
Java Introductions course, 7,5 hp
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Various soft skills & hard skill courses and trainings through the Young Talent program and at Combitech: Service Design, non-violent communication, agile leadership, team communication, Coaching etc.
Skills
Extracurricular
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Lean UX: Experienced
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SAFe 5: Certified Agilist
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Adobe: Experienced
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Figma: Experienced
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Java: Basic
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CAID: Moderate
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ALIAS: Moderate
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Swedish: Native
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English: Fluent
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German: Basic
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2021, Tech Mentor
at Pepp Gothenburg, a mentorship program that aim to get more women into the tech industry. -
2018-2024, Volunteer & Auditor
at BFF Strays, a dog rescue organisation. -
2018, Equality committe initiater
at the Industrial Design Engineer bachelor's program at Chalmers University of Technology
