Having grown up in Sweden, I always try to bring a Scandinavian sense for visual clarity. I aim to create designs that are simple but not simplistic. With my background in marketing and advertising, a history of programming, and a career in design, I can combine business strategy, technical understanding, and a strong focus on the end user to create experiences that meet business goals and exceed user expectations.

Interactive since the start

I started my career in interactive agencies as a visual designer making marketing websites. Clients at that time included Sony, Disney, Namco, and several other game companies. In 2001 I co-founded Zugara, a small independent interactive agency in Los Angeles. I created several award-winning websites and interactive campaigns for clients such as Reebok, Sony PlayStation, Square Enix, Lexus, and Toyota.

E-commerce and UX

In 2008, I left Zugara and joined Acquity Group, a digital consultancy focused on e-commerce. At Acquity Group, I was the lead designer on several of our biggest clients on the west coast including PIMCO, Belkin, IHS, and Black Diamond Equipment.

Moving into service design

Accenture acquired Acquity Group and Fjord around the same time in 2014. The companies merged into Fjord - Design and Innovation from Accenture Interactive. At that time, I became interested in service design and have focused primarily on the strategic side of design, including end-to-end experiences and organizational structures that support design and innovation.

Leading the design practice

As Head of Experience Design at Farmers Insurance, I lead the UX and Service Design department. I have, however, never left my visual design roots. I still love to work in Figma, Photoshop, and Illustrator. I am also deeply hands-on in establishing our upcoming visual language and interfaces for consumers and agents.

Design portfolio is available by request. Please drop me a line.