Senior Product Designer

As the founding and sole product designer at Esplay, I own the entire design function for Sweden's largest CS2 esports platform. My work includes product UX, brand, marketing, and design systems, end to end. I work cross-functionally with product, engineering, and marketing to ship scalable, high-impact solutions aligned with business goals.

- Led the design of the entire matchmaking system, improving competitive flow, lobby experience, and overall player retention.

- Designed community-driven features such as Spaces, tournaments, and progression systems to increase engagement and improve overall UX.

- Own brand and marketing design across the platform, including sponsor decks and partnership materials for major global brands.

- Built and maintain the design system powering the entire product.

Led UX and product design for eFotboll and other sports products for Swedish football clubs, working with the core team that later founded Esplay.

- Designed eFotboll end to end, our platform for in-person EA Sports FC tournaments, covering brackets, prizes, matchmaking, match history and player lists, from user flows to high-fidelity prototypes.

- Delivered branded tournament projects with AXE, OLW and Pantamera, including AXE Mästarcupen and OLW Cheez Cup.

- Designed a sports club platform that gave clubs, coaches and fans one place for team information and updates, improving communication across stakeholder groups.

- Conducted user research, usability testing and competitive market analysis to validate concepts and guide product decisions.

I designed better experiences for digital products and services by creating and optimizing design flows, researching and analyzing new features, and identifying usability issues. Some of my key activities were:

- Created an online class management platform for teachers;

- Contributed to a multi-product Design System as a lead product designer;

- Coordinated discoveries, plannings and facilitation activities;

- Conducted user tests with high-fidelity prototypes;

Product maintenance, research and user-centered design for mobile and web platforms, using Figma as a teamwork-friendly tool for collaborative activities. Also created user-centered flows, prototyping and working alongside front-end and back-end engineering teams for product development and updates.