Nice to see you here!
Do you want to talk "Mobile first"? Interaction design? UX research? Microcopy and UX writing? Accessibility? Data-Driven growth? Or SEO-optimization? Or some of all this at one go?
Congratulations! You are in the right place! If you are in a hurry, have look at my CV bundle. Otherwise, continue to scroll down for my Portfolio, info on past assignments, references, etc.
If you want to get in touch, drop me a message on Linked In.
Design, Writing & Research
- About me - story in short
- My design process - trying to describe something dynamic
- Accessibility & Inclusion - working with WCAG 2.1
- 2021-2022 SEB - Transforming manual Banking processes into digital User Flows
- FAB Forum - Researching on needs of those exposed to Racism and Discrimination
- Undisclosed NGO - Saving the world online
- 2018-2019 Riksförbundet Attention - Webmanagement, UX & Development
- 2019-2020 Sveriges Radio - Research & UX Design
- 2017-2018 TV4 Play & C More - UX Writing & some Design
- Resumé & CV - Through 2015-2022
- Tools - Education & Keywords
Scroll down for artefacts, design examples, and more.
About me
I love to work fast and hands-on, with user focused and empathetic solutions, in agile, cooperative environments which involves people with different expertise and backgrounds.
My experience in UX comes from working with streaming media, banking, insurance, larger and smaller organisations, designing for many different platforms and audiences. I started out working with native apps and web for TV4 Play and C More, focusing on microcopy and cross-platform tonality. Went on to work with the Swedish National Radio, then later studied UX Design with Hyper Island, UX Writing Academy, Brighton University, and others. I've also studied Scrum, SAFe, and Accessibility according to WCAG 2.1.
I have a professional background in Graphic design, Creative writing, Storytelling, and Journalism, reporting for radio, tv, newspapers, and web. As a freelancer in my own company I've also been in charge of large as well as small professional stage productions, producing artists in dance, music, conferences, and back stage management. The productions have involved many artists, on-stage responsibilities, concept development, and backstage crew management. Have a look at my former company's artist page, and scroll through it, f you are curious to know more.
On free time you will find me hanging out with family, travelling, or working with NGOs. I write about different topics, for news media or for other purposes, and I follow tech news closely. I also try to upskill myself continuously on new software and new trends in design and UX, for instance through reading newsletters, networking, going to conferences, and being a member of the Interaction Design Foundation.
My design process
I always start with collecting the facts and information needed for a first brief, in dialogue with a Product Manager and/or Stakeholder/s. I try to get clear answers to basic conceptual questions about the users, and the intended product. Depending on the scope, time frames, and methods already applied, the first steps might include a design workshop, a brainstorming session, or interviews with those who are supposed to use the solution.
When done with the above, a brief will elaborate on these concepts:
- This product is for: (Audience/Users)
- It will help them solve this: (Problem)
- We will do this by: (Strategy/Concept)
- We expect a working product to: (Objective)
My first priority is to understand the users and the client I work for – vision, needs, context, tone of voice, business goals, measurements that are considered necessary by the organization. These could include KPIs (Key Performance Indicators), OKRs (Objectives and Key Results), CTR (Click-through-rate), NPS (Net Promoter Score), and other standards, as well as data and analytics already in place.
Once an overview of the present situation is established, and we have defined what needs to be solved, I can propose what to focus on in the design and which methods to use for the continued research with the team. With the focus set on empathy for the user, usability, and flows that are accessible, inclusive and easy to navigate, I will probably present the iterative Double Diamond as a theoretical model for process structure and workshops, or Zendesk's Triple Diamond. Both models are based on the same conceptual steps:
- Discover / Brainstorm (people-centered, empathic insights)
- Define (problem areas, pain points, and focus areas)
- Design / Develop / Test (potential solutions, inclusive, and visual )
- Deliver / Deploy (co-created solutions that work - define the goal)
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For research, depending on the context, problem statements, and what we are trying to achieve, I will either recommend methods, strategies, and software – or use those already implemented. I might recommend working with analytics when there's a need to explore the basics. We could map User Journeys, or make a full Service Blue Print, to find out about pain points and needs for adjustments. Working with Personas can also be very useful, both when we have a good idea about who the user is, or want to get to know them better.
Once we know more about the scope for research, I might recommend putting up falsifiable hypotheses, "how might we"-questions, and experimental open questions to reduce bias, then ideally perform both quantitative and qualitative user research around these questions. Finally, we will synthesize insights, and ideate on solutions and concepts.
When the customer is in a hurry and wants to proceed fast, I will still recommend exploring the problem and the concept as much as possible before and during prototyping. A longer research phase will help the client make informed decisions and avoid mistakes that could become expensive later on, like when a product has to be redesigned because we did not take enough time to experiment, test, and future-proof it. Among the most common and helpful methods for research that can be used in later stages of the design process, are observational testing, or A/B-testing of digital products.
For UX writing some interesting additional research methods are available, such as search-term mining, and storyboarding. It's important for designers to know that the structure of the text in all its stages, from early sketches to full text draft, can help envision and perfect the product design, it's accessibility and inclusiveness.
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With insights reliably in place, and quant and qual synthesized, I might facilitate another design workshop with the team to ideate on recommendations, potential solutions for a first testable prototype, already existing "Use Cases", or a first iteration of an already existing product. After creating some rough lo-fi concept sketches, or maybe even testing and validating some wireframes for our MVP (or "MLP, minimum loveable product"), I will either sit with one of the organization's UI designers and start creating the prototype, or do the work on my own – either using existing Graphic profiles, Design, and Content Style Guides, as well as Accessibility guidelines (WCAG 2.1), or start creating the ones needed.
Once there is a hi-fi prototype that can be tried out in Figma, or on a dedicated web, we will proceed to usability and accessibility testing with users, make further iterations, validate the improvements, and work closely with developers up to the first delivery.
The pace of design can be very different. Sometimes an organisation demands integrations, adaptions and security measures that makes the development process very slow. In other cases the organisation might demand fast iterations and deployment. The latter might mean continuous development and delivery, where we have to release quickly and work on improvements towards the next version. In either case, as a UX:er, I will try to make sure that we are making informed decisions, and that the product is created with empathy for the user, focusing on usability and accessibility, while at the same time taking business demands and future-proofing into consideration.
As a designer, I prefer working in close and continuous cooperation with developers. It's challenging and rewarding, helps minimize the workload for everyone, contributes to the creation of optimal UX, and speeds up the design process since technical possibilities and limitations can be dealt with early on. The same goes for UX writing, I believe UX writers should always be involved in the development of design from the start.
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When working with UX writing and content strategies, the research and design process might be a bit different – depending on the complexity of microcopy, if the organization has already worked with content strategies and designed user flows, if there is a content design system and dedicated software in place for sharing microcopy with developers autonomously, etc.
Smart UX writing is helpful and guides the user smoothly through an online service or app towards conversion or completion. It makes user flows shorter and more fun, helps to reduce churn, and can increase both the debated NPS (net promoter score) as well as TCR (task completion rate). Efficient UX writing ("don't make me think") will also be scanned and interpreted as visual elements rather than text by the user.
Accessibility & Equity in Design
During 2022 and 2023 I have assisted in creating and testing accessibility for digital products and platforms, with different user groups and experts. I have participated in making audits of accessibility for both visual design and UX writing, using both automatic tools and manual testing. I have also participated in efforts to create design library components and content structures that comply with WCAG.
As you probably already know, WCAG, the Web Content Accessibility Guidelines, with the latest version 2.1, have become an international standard since they were first released in 2008. For the public sector in Sweden, it's a legal demand since 2019 to comply with WCAG 2.1 when creating new design. For the private Swedish sector the deadline for compliance is set to June 28th 2025. Creating accessible products, services and user interfaces has so far been a long-term goal for all the organizations I've worked with, but they have all had different budgets and possibilities to work with the issues.
Developers in Swedish authorities still spend a lot of time and effort reviewing and updating designs to fulfill the minimum criteria of WCAG, overseen by the DIGG authority, Myndigheten för digital förvaltning. Many still have a heavy tech debt to work through. Ideally, specialised teams would already everywhere in the business be future-proofing new design, upgrading components in design libraries, opening up for a more innovative way of working, not just barely conforming with minimum criteria. But most of these organisations have spent little or no time optimising for accessibility, and even less time on creating fully accessible new components. Something that will have to change for all business that serve clients with e-services.
New functions in tools for design, for instance, Figma, have made it possible to work in a more precise way with components, drop-offs, and repositories for developers. Conditions are better than ever to realise the visions for accessibility and equity in access to digital services, and it's high time for all large organisations and businesses in the EU to start establishing consensus on best practices for compliance.
Knowledge about accessibility and equity in digital design is often mistakingly supposed to be automatically built into the user focus of any skilled UX designer, just as UX writing. That's far from true since it takes education to learn about accessibility, and the way of implementing it together with developers. It's natural to expect from designers to be able to apply the Universal Design Principles, which could be described as a sort of predecessor to WCAG. But as you know, that's not enough when looking at today's demands.
The most challenging part of accessibility in the organisations I've worked with has turned out to be, and still is, pushing towards creating core agreements on how to conform with standards when designing and developing, and how to implement those standards in components for design component libraries and repositories, as well as best practices.
Interested in knowing more? Reach out and drop me a message through LinkedIn.
Transforming manual SEB banking interaction processes into digital flows
I worked as a UX Designer with SEB during Nov 2021 – Oct 2022, and was assigned with creating a new digital self-service user flow for private customers, that should also be accessible for the bank's employees. I was the only UX Designer in a crossfunctional team consisting of many different roles including PO, Business owners, Legal operations, and developers. Without revealing the exact purpose of the user flow, I will try to tell you about the UX process and how we moved from concept to prototype.
When I started my assignment the team had already explored the basics of the idea, which was to digitalise a manual process. My first step was to take some time to understand this concept, then get my head into the design manuals of SEB, and the coaching processes of the very supportive and specialised CX team with almost 70 designers. In the next step I facilitated a Workshop with my team to look at the existing Use Cases, empathise with the needs of our users, define MVP design ideas and prepare interview questions. The main challenge was to find answers to "What do we know", "What do we need to know more about", and "How can we reach a better understanding of the user's needs".
I chose to build the first concept sketches following SEB:s Design Library instructions for Wizards, a sequence of take-over slide-outs that leads the user through well-defined steps until the mission is completed. The wizard model works excellently for both mobile, tablet and web. During the design process we decided to prepare for user interviews combined with user testing of a first simplified version of the expected MVP.
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After trying several different design models for the first slide-outs in the simplified flow, together with the Business owners and the rest of the team, finally a wireframed "Mobile First" design was made ready to be tested with users. Through simplifying the process, using accordions and some pre-filled fields, the number of slides and "clicks" performed by the user could be diminished to an acceptable level.
The idea for our first user tests was to combine empathic user interviews with a simple validation of the first design ideas in Figma. I made the interviews and the usability tests assisted by team members who took notes. We used a template with basic open questions that I created. The test was divided into steps where the users got to try some of the model's wireframes – while telling us what they did, why they did it, and what they thought while doing it.
Our first set of interviews confirmed that we were on the right track, but the results also helped us make several adjustments and improvements. After the first interviews, we spent quite some time working on the logics and technical demands of the steps in the process. After that we performed a second round of validation with users, and could make some more improvements before starting to prototype the final model.
The prototype contained microcopy and some short information texts which I wrote, at one point assisted by UX writers who gave valuable advice and input. I also translated the texts, and the microcopy in the UI, to the Business English version used by SEB. I would have preferred to cooperate with a dedicated UX writer throughout the whole design process, but this was not possible for production reasons.
The workflow that we created went into development as I finished my assignment, and I got to participate in the first steps of deployment to a test environment. Before the user flow can be deployed to production, it has yet to be completed with a signing process, integration in the main interface, and a revision of security.
Before leaving I compiled a presentation of the UX design, interviews, and tests, as a hand over to future UX designers working with the team. In the documentation I included recommendations on how to future-proof the design when more products are added to the flow, as well as a recommendation on where to add analytics for future possibilities to measure the effects of changes.
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Researching on the needs of those exposed to Racism and Discrimination
The brief from the stakeholders – a supportive organization for parents of Afroswedish children, in cooperation with the association Friends – was straightforward: “BIPOC* children in Sweden are exposed to racial abuse, already in Pre-School, from a tender age. Schools are supposed to protect them, report abuses, and prevent repeated discrimination. But when schools don’t, most parents and children do not know where to turn to with complaints. Feeling overwhelmed and traumatized, many give up the fight. Now, how can we design a solution to this problem? Would it be possible to build digital support functions giving parents this information?” *BIPOC = Black, indigenous, or person of color
This project started in April 2021. Ideation on questions and what to focus on was done in a first workshop, facilitated by me, in cooperation with the stakeholders – members of Forum för föräldrar till afrosvenska barn (FAB Forum), and co-workers from the organization Friends. As a support, I used a logbook and a steering document for the process.
We started with a quantitative survey. Individuals and parents who answered the survey were asked what they feel that they really need after they or their children have been exposed to trauma. The response was basically this: "To heal, re-establish self-love, and move on, we need the help of personalized support and strong community networks". This made us understand that instructions on how to report discrimination, and how to battle legally with schools that do not help your child if they are exposed to racism, is a secondary need. First of all there's a need for community support.
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These first results were followed up with interviews and talks, using other more qualitative methods, among them a focus group. The results were synthesized by me into a first rough story about the findings, together with comments from parents, and some statistics from the quantitative data.
The most worrying facts we found were that data says the older you get, the more likely you are to be exposed to physical violence when exposed to racism. The data also showed that the level of exposure is almost the same across the age groups independent of gender.
The rough story is not yet fully official but was shared with authorities and others working with similar issues – f.ex. Friends, Barnombudsmannen, and Rädda Barnen. Organisational work has instead been focused on how to move on. There is a first quick-and-dirty prototype for an app, targeting parents of school children, but working with an already existing website was at the time considered to be a better bet, thinking of the need to secure sustainable solutions for future updates. How to proceed with the research is still to be decided, but the final synthesized version of the findings was made available for partners and researchers during the late second half of 2021.
During one of the workshops with the stakeholders we decided to experiment with the idea of an app that could be helpful for primarily parents and students, and also help school leaders and teachers deal with everyday racism. The wireframes were made by me, and the first sketches were produced during the workshop.
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Colours, iconography, and design language of the first mockup lo-fi wireframes were inspired by the graphic design profile for Friends, an association working for children's rights to live free from harassment, mobbing, and racism in schools, which at the time was cooperating with the parents' association.
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If you want to visit the rough prototype you will find it here: https://www.figma.com/
Finally, after facilitating a workshop with the stakeholder's team, I designed and built a new mobile-first adapted website for the stakeholders during the project, introducing the organisation and their activities to visitors, including a short, three-step instruction on how to report racism in schools. I did the technical work myself for a basic website with two pages, designed the content and laid out the pages with photos and texts, and made sure the site can easily be accessed and updated by the owners.
The new site can be found online here: https://fabforum.se
Update: Going with the app idea has seemed to be a too heavy project financially for the NGO, but the results of the research have been very useful for other researchers, working with both organizations and authorities. Some quotes and results will also be used for a book project, on how adults can work to support students that get exposed to racism in Schools, which will most likely be published either in the fall 2023 or in 2024.
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Tools used during this process: Figma (for wireframing) and Miró (for workshops and sketching), Google forms (for surveys), Zoom (for interviews), with integrations from calendly.com (for time booking), Google docs (for cooperative documents), Google sheets (for gathering insights), Kanbanflow (for card sorting), Adobe Sketch (for presentations), and Slack (for communication with stakeholders). For the website I used a combo: Visual Studio and Sitebuilder.
"Saving the world online"
The owner of the above charity idea (the stakeholder ) was a Swedish NGO, which wanted to find out if it could be a good idea to give users the possibility to support different charities and organizations in one single app, while also providing them with detailed information about the alternatives. The brief was seemingly simple: "Find out how people feel about the concept".
The general insights, gained from both quantitative (a survey) and qualitative research (one hour interviews with eight different users from the target groups), showed that almost all users feel that they can, and want to do more, to contribute to a better world. What stops them is mainly economic circumstances, but also (and more importantly) trust issues. Users want detailed knowledge about organizations they support to be able to trust them. This could f.ex. be facts about, and insights on, how the recievers use their funds. Users also want to know how their own personal engagement help to make changes possible, and what defining impacts their actions or financial contributions will have or have already had.
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Users also explained they tend to get very depressed by catastrophic images and doomsday-like predictions about the future, as these make them feel hopeless and see it as less meaningful to give any type of support to what the organisations trying to fundraise would propose. Interviewees generally expressed that they would like to see more positive news and facts, to help them stay hopeful of the future.
Business possibilities for an app would be in small fees from participating organisations but, according to the research, the owner of the app would have to be really clear and open about all these costs, and work on their "why". What could possibly motivate the user to choose donating through the proposed app instead of going directly to the different organisations to support them? And what does the competition look like? This would have been a next step of research when designing and User Testing the prototype if the owner had decided to move on with the project. So far they have chosen to put a break on development, to think about the business model.
Apps that I used during this process: Trint, Calendly, Zoom, Figma, Kanbanflow, Google Sheets, and Google Docs. User Interviews, and insights, in Google Sheets. Setup by me.
Adding: As recently introduced by Klarna, the platform Milkywire, which started as a photo project and was later turned into a fundraising project by Nina Siemiatkowski, seems to be a carefully developed, supportable, and loveable version of this stakeholder's idea. And it would probably also be the biggest competition. My guess, knowing what my interviewees said, is that Milkywire's concept has the potential to be a successful product, loved by the users, that could do a lot of good in the world.
Riksförbundet Attention
Attention is an NGO that works to better the lives of children, parents, and adults living with neuropsychological deficiencies and impairments. Their website has over one million unique page visits every year, and the association has a presence over several different platforms.
The primary task for my assignment with Attention, during 2018-2019, was to develop and manage their digital platforms and content strategies. Among the projects that I initiated and headed was an important technical update of the main website, which included migrating all the content to a new environment. We followed a simple design brief, with the help of an external developer, to make sure we would give the main site a modernized Wordpress backend without breaking links from other webpages to the site. In this first step, we also had to proceed without changing the frontend design, as per the wishes of the stakeholders in the association.
Through our remake, the organization's webshop was separated from the main site and got a necessary rebuild on a subdomain with a Storefront and Woocommerce framework, for safety and up-to-date functionality. The remake was the first major update of the site since 2011, and it has been followed by another much needed remake of design in 2021.
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I mapped user journeys, user behavior, and user profiles with the help of Google Analytics, available tools on FB, and a pop-up survey on the main site with the aim to understand the users' needs and goals. I continuously made small re-designs and adjustments, trying to map the effects. Page designs were adapted to the "mobile first" concept, since data showed that almost 70% of the visitors used mobile phones or tablets. Statistic results and the survey were also followed up with new landing pages on the web and modified user flows – for instance through tagging and making sure that the user will be served more related materials and can continue reading "seamlessly" when on site.
To fulfil the organisation’s key business objective ”converting visitors into members”. I made sure that the main site was updated regularly with news pieces, I managed the Facebook page, revived the organization's Instagram, and added a LinkedIn account. I also made sure that we produced "smart content" such as explainers, photos, videos and motion graphics on social media, driving traffic to the main page, nudging users into becoming paying members.
A good credit to my work, was an increased traffic and engagement via social platforms (in less than six months we gained 2000 more Facebook page likes), a one minute longer median length of user stay on the site, more page hits on the website, including more returning visitors, and new members.
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A later campaign to win back former members was very successful, managed to break even its costs, and brought in a small revenue for the organization on top.
The campaign was launched through a setup of personalised SMS-messages (individually coded) and a landing page for conversion (designed by me). A campaign landing page was set up on our own domain, where we could log the behavior of the former members, and users could pay their membership fee through Swish (details were filled in automatically), if they chose to become members again.
One of my final recommendations, in the documentation I handed over to the organisation when my assignment was finished and I left Attention, was to bring back the conversion pages for all members from the outsourced member register, and place them on the main domain, in order to be able to monitor user behavior through analytics. This was later done, during 2020.
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After I left Attention the organisation also decided to remake the frontend of the website, and give it a modern design with the help of external resources, following many (but not all) of the recommendations I made in my final report. This was done in 2021.
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Sveriges Radio
At Sveriges Radio I started out with a niche project: Interaction design for the Sports Editorial's annual award Jerringpriset (explained further in the texts below). Later I went on to do research for the native app Sveriges Radio Play, working with the department developing and editing the design and functions of the company's app.
• UX research on deferred deep links
I was assigned to head a crossfunctional team and handpick experts for a UX research project, where the design brief demanded to investigate facts, costs, and consequences of implementing new software for "deferred deep links"* in the company's app for sound-on-demand, SR Play.
*Deferred deep links, are powerful marketing links that are able to bring the user from most social media directly to the content they expect, and help avoid "broken links".
The team I put together consisted of one IT-architect, one data-analyst, one person from the marketing team, and whenever possible a developer. I made interviews with internal users, collected user stories, described use cases, mapped user flows, investigated on economical and technical consequences, went through huge piles of data on the number of active vs. passive users in the app, and analysed many other parameters, some of them building on previous UX-research done by the department's in-house UX-team. The final result was a report, with recommendations.
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I planned and pursued the whole research project in sprints. Results of the research were first presented mid-way, then at the end of the project as a pdf report with texts and visualizations. The final report was co-owned and approved by all our teams' experts, and edited by me. All insights were revised and confirmed by the team members, on their specific areas of expertise, before the report was given to the board. The team also participated in the presentation before the board and answered questions from the stakeholders.
Our report was positively recieved, the board appointed a product manager to take over the process and SR implemented a test version of the recommended software in the app a couple of months later.
• Design of interactive "voting cards" for Jerringpriset
The brief for Jerringpriset 2019 became a long list of wishes from the stakeholders. Every candidate for the prize had to be presented individually, voting possibilities should be accessible, and users should be able to listen to sound-clips from exciting moments in each of the candidate's careers. And, on top of this the content had to be easily editable – since voting would be done in two separate rounds, some candidates would be removed and url:s to pictures and sounds would be changed. The final wish list for the candidate voting cards included the following.
- CTA-buttons for voting on three different platforms (app/web/phone)
- Info on costs for phone voting (under the button)
- Play-button for sound
- Images of the candidates
- Graphics
- Motivation text
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For the solution I first created three basic templates in Photoshop, where photos could be adapted to formats for different platforms (web/app/social media). This included making collages with photos of all the candidates and the logo of Jerringpriset.
I provided each template with static graphics, where text-filled rectangular elements were placed on top of every individual photo, personalised with the names of the candidates, and their type of sports. Before handing over to development, every card was saved as a png-file.
Both the coded overlay and the graphics could have been created in Figma or Adobe XD, but at the Sports editorial the reality is that, for many reasons, working in Photoshop and basic html is still the best method. The current solution enables the editors to work independently of designers to remake and publish the graphics, a need which was an essential part of the original brief and had to be taken into consideration.
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The interactive elements were prototyped by me in Adobe XD, and the developer in my team finalized the solution which included editability and accessibility.
Voting buttons were placed in the coded overlay while graphics remained static in the png-files. For the content, a very simple and effective solution was designed with editable HTML objects, living in a "blob" in the sandbox. I helped the sports editorial implement the dedicated html-code before the first launch and coached the editors on how to work with text and photos in the "blob". I also helped to better the form for voting on the company's web, with possibilities for playing sounds and photos of the candidates.
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Finally, I put in a request for analytics on user interactions, in a dashboard which was designed by the company's data analysts. These data later showed us that large numbers of users visited the page with the candidate cards and clicked on the play-buttons, with peaks directly after launches of the different rounds. However, data also showed that users preferred voting in the SVT-app DUO over voting on SR's web, which was a non-wished result for the stakeholders. It seemed as if the users, a majority on smartphones, preferred the faster voting process via the app over spending time filling in names and addresses in the editorial's webform in order to win a t-shirt.
A good credit to the job done, is that our concept and the templates have all been reused for the award Jerringpriset, in modified versions , from December 2020 and forward on by the editorial.*
*Note, that changes in the design of graphics, spacing, and colours in recent "Candidate cards" are an effect of modifications done by others than me and the original team.
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TV4 Play & C More
During my period with the VOD-streaming-services* TV4 Play and C More (at that time owned by Bonnier Broadcasting AB) I got to manage a cross-platform tonality project, involving all departments, where I collected all content design documents and put together a first embryo for a written Content Design Guide – consisting of a Library with guides, phrases and links for everyone, including developers – to use when a UX-writer is not available. *VOD = video on demand.
My work focused on microcopy and user flows for the service's native iOS-apps, Android-apps, Samsung tv-apps and web. The assignments varied from designing simple onboarding flows, conversion flows, payment flows, and helpful microcopy on the web and in the different apps, to assisting the marketing department with automated sequences of customer mails, and writing scripts for instruction videos.
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I also participated in documentation of usability testing with users, and took part in iteration and development of design for the products – iOS and Android native apps, a Samsung TV app, and webpages – for TV4 Play and C More respectively, always in close cooperation with the developers towards deploy.
Below, a screenshot of transcribed dialogues from usability testing of new functions in the C More app (the document is blurred for confidentiality reasons). The users involved in the tests were encouraged to "think aloud" while performing their actions and comment on everything they did. I listened and looked at video recordings from the sessions, picked out the parts that gave feedback on the specific functions, transcribed the dialogues, and commented on the images. This particular test pointed out the need for changes in the logic around menus and swiping.
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My last assignment with the company was to manage content design on a GDPR-site, where users were supposed to get correct information about the data collected about them by the services, how the data is handled, how to get a copy of it, and how to ask for complete erasure of all data.
I worked in four different languages getting basic help from C Mores copywriters in Denmark and Norway with translating the Danish and Norwegian versions of the copy, but had the full responsibility for the final editing of the text in Swedish, English, Danish and Norwegian.
The text was juridically heavy and very detailed. I did a lot of research to get the right tone and the correct vocabulary in each language and used interactive tools like Trello and Phraseapp (online service now renamed to "Phrase.com") for the conversation and cooperation with copywriters and developers (who fetched the final versions of microcopy from Phraseapp). The text was also scrutinized by the legal department.
The site is still in use, but now under the new owners, Telia. https://mydata.tv4.se/
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Aminata's Resumé • CV
ASSIGNMENTS THROUGH 2015-2021
.:: 2021 | Zington Xperience. Started my journey with this great team, where I will be working with UX research, UX writing, and UX design. My first assignment was UX Writing with the assurance company Gjensidige, where I got to cooperate with marketing and developer teams in Sweden, Norway, and India. I then went on to work as a UX Designer with SEB for almost one year, focusing on interaction design of user flows in a new digital product for private customers and employees. Since leaving SEB, I've been busy with UX Writing for Zington and STHLM Xperience Conference, as well as participating in Tendering Processes and coaching of other designers in UX Writing.
.:: 20200825- | SMARTse. Working with UX design, editing, Frontend Development, UX writing, UX research, Webdesign. Temporary contracts by the hour. Product deliveries during this assignment: Deploy of websites, a member log-in system for a local branch of Journalistförbundet, and web apps.
.:: 20201102-20210331 | Studio DN. Worked as a temporary host on short notice with the News Podcast for Dagens Nyheter, one of Sweden's largest dailies. You can find all the podcast episodes on Podplay. The assignment ended when the editorial had found a new permanent editor for the position.
.:: 202003-04 | Coronaguiden. Participated as a content designer in a crossfunctional team building a chatbot for text and AI-driven voice that could inform about Covid-19. This assignment, for the hackathon "Hack the Crisis", which continued long after the hackathon, took place outside of my work at SR.
.:: 20191001 – 20200517 | Sveriges Radio Play. Digital Development Editor, with UX-competence, at the Play Editorial Development Department, Swedish Radio. Headed one cross-functional teams in UX research, and coordinated another when designing for Jerringpriset. Participated in writing tender documents for a visualization tool software, and planned a conference that was canceled because of the pandemic.
.:: 20190603 – 20190930 | Sveriges Radio Ekot. News Monitor. News Caster. Ekot Live, Breaking News Editorial of the Swedish Radio. Research.
.:: 201905 | Furhat Robotics. A short, sweet, internship with a company that builds Social Robots, at the time trying out software for programming. Read all about it.
.:: 201904 | Limeblue. Consulting & Coaching during two sprints over one month, using the Scrum method, other agile methods and tools, and sprints according to Jake Knapp. Worked with the company's website. Helped to analyze marketing strategies, to see how/if these were aligned with the team's way of planning and working, and set up a backlog of actions needed. The client, a start-up, got to make a review of needs, resources, and joint performance and used the insights and the analysis in their continued work.
.:: 20180625 – 20190310 | Riksförbundet Attention. Webmaster, Head of digital platforms, UX & Development. Edtitor of Content & Social Media. Headed a remake of the backend and secured better accessibility for the main websites (including a web shop) in close cooperation with developers. Acted as Tech lead for several campaignes to win-back former members, using sms, landing pages and onboarding. Mapped and designed user journeys, worked with automated mails, used analytics to adjust the site and increase the number of visitors, etc.
.:: 20180101-20181230 | Nordic Freelance Conference. I organized, produced and administrated this meetup for over 150 freelance journalists from all the Nordic countries, together with one colleague, on behalf of Journalistförbundet, the Swedish National Union of Journalists. The Conference language was English, and all the materials for promotion including the website were produced by me. Read more about it here.
.:: 20171015-20180530 | Bonnier Broadcasting's UX-team. UX-Writer in the UX team for a VOD-streaming service (TV4 Play and C More), design assignments for the products – iOS and Android native apps, a Samsung TV app, and Webpages – always in close cooperation with the developers towards deploy. Participated in the documentation of Usability testing and A/B-testing. Head of a cross-platform tonality project, with the aim to lay the foundation for a Content Design System. Helped with text for automated emails to customers.
.:: 20170101-20190310 | Self-employed. CEO, with my own company. Examples of products designed, developed and deployed during this time: Several webpages for small companies. A News site for a local Newsmagazine, designed for mobile first. Automated mailresponses and Newsletters. Graphic design and Digital strategies for small sized Culture Production Companies. Large stage events in dance and music, stage programs and logistics for conferences. I also produced Journalism, Information, some Webediting and small Frontend jobs.
.:: 20150415 – 20161114 | Sveriges Radio Ekot. News Monitor, Studio Reporter, Ekot Live. News Caster. Webeditor. Intake. Social Media Manager. Producer and supervisor of broadcast and reporting at Ekot Live's News Desk*
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Before transitioning to UX and Frontend I worked as a journalist for many years, freelancing and as a regularly returning fill-in with some of Swedens most read and listened to editorials • With the Swedish daily Dagens Nyheter I worked with layout and editing in the beginning of the 2000's, then later was a host with their news podcast Studio DN (2020-2021) • With the daily financial paper Dagens Industri I was a summer fill-in every year during 2003-2007 • With Ekot, and Ekot Live, Sveriges Radio (the National Swedish Radio) I did Breaking News, streamed over the web and/or live on the FM frequency band, depending on the dignity of the news, monitored International and National News, studio reporting and producing.
Research, fact checking, critical thinking and empathy for the user is always part of journalistic methods. Working for many years as a journalist has built me a really strong foundation for storytelling, and working with UX research.
Other news outlets I've worked with: TV4, SVT, Local Swedish National Radio in Gotland, Malmö, Västerås and Stockholm, Aftonbladet, SvD, Metro & Gotlands Tidningar, Weekly papers SAFtidningen Näringsliv, Invandrartidningen Sesam, as well as other Weekly Magazines, Childrens Magazines, Union Papers, and more.
FOR REFERENCES: Ask me
TOOLS: EMPATHY, SKETCH, FIGMA, ZEPLIN, INVISION, ADOBE XD, PHOTOSHOP, ILLUSTRATOR, INDESIGN, QUARK XPRESS, PREMIERE, RUSH, SPARK, GOOGLE ANALYTICS, MATOMO, WCAG, SCRUM, SPRINTS AS DESCRIBED BY JAKE KNAPP, SEO & TAGS, and many more.
EDUCATION: HYPER ISLAND (ux design), BRIGHTON UNIVERSITY (data-driven development), UX WRITING ACADEMY (ux writing), CHANGEMAKER EDUCATIONS (frontend development), INFORMATOR (usability, agile methods & scrum), STOCKHOLM UNIVERSITY (sociology, law), SKURUP, JMK (journalism), UMEÅ UNIVERSITET (arabic) FOJO, GRAFISKA YRKESSKOLORNA (graphic design, printing techniques, bookbinding, repro, layout, ready making).
KEYWORDS: UX-DESIGN, UX-WRITING, USER-RESEARCH, DESIGN WORKSHOPS, IDEATION, USABILITY TESTING, JOURNEY MAPPING, CONCEPT DEVELOPMENT, CONTENT, AND USER-CENTERED INTERACTION. PHOTOS. VIDEO. MOTION GRAPHICS. PRINT. MULTIMEDIA. IMMERSIVE JOURNALISM. VR/AR/XR. BREAKING NEWS. WEBB EDITING. SOCIAL MEDIA. EDITORIAL PROJECTS. STRATEGIES. ANALYTICS. LOGISTICS.
Credits:
Har skapats med bilder av geralt - "binary binary system data" • Nabodin - "leaves of Spathiphyllum cannifolium, abstract green texture, nature background, tropical leaf" • Cultura Creative - "Woman in electric wheelchair going on walk" • Prostock-studio - "Close up of african father showing little daughter piggy bank" • Fotocitizen - "microphone music audio" • geralt - "cinema strip movie film" • geralt - "data computer internet"