I'm a design research leader who helps organisations make better product decisions by making customer reality impossible to ignore.

Over the past 9+ years I've built and scaled research and design functions across fintech, insurance, and medtech — from contributing to FDA clearance for a Class II medical devices to introducing systems thinking and methodically increasing conversion. Along the way I've co-created two design systems, published peer-reviewed research, and led cross-functional teams through the kind of ambiguous, high-stakes problems where "more data" isn't always the answer but better questions are.

My background in cognitive science shapes how I think: I'm interested in why people do what they do, not just what they click. That lens has helped me translate messy human behaviour into strategic clarity for executive stakeholders — turning research from a support function into a decision-making input at executive level.

I'm currently based in Stockholm. If you're looking for someone who can bridge the gap between deep customer understanding and business strategy, let's talk.