Selected work
Portfolio
Products, systems, and services I have helped take from ambiguity to tangible outcomes. Each case study separates my contribution from the team effort and includes enough process evidence to show how the work was done.
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Featured product stories
The strongest cross-section of product leadership, hands-on craft, systems thinking, and recognizable shipped work.
Leadership / 2022–2025
Semanttic
Semanttic · CEO / Founder
AI Product Design · Enterprise UX
AI · PRD-to-Prototype · Generative UX
An AI product design startup that turned ideas into editable application flows and user interfaces for back-office applications.
Contribution
Founder-led direct contribution across product development, product design, strategy, research, sales, fundraising, hiring, and operations.
System / 2019-2021
SHAPE Design System
Electrolux · Director UX
Design Systems · Connected Products & Services · Design Leadership & Organization
global UX
The first global Electrolux design system, spanning mobile apps, physical interfaces, voice, sound, light, and CMF.
Contribution
Proposed, named, resourced, and led the global design-system program, governance, and organization.
Leadership / 2017–2023
Product Experience
Electrolux Group · VP Digital & Service Experience
Connected Products & Services · Design Leadership & Organization
embedded UI · mobile applications · appliance UX
Physical and digital user experiences across a global appliance portfolio spanning Electrolux, AEG, and Frigidaire.
Contribution
Led the global UX organization whose teams were directly responsible for the relevant physical and digital user experiences; the products themselves were collaborative Electrolux efforts.
System / 2020–2022
Link
Electrolux · VP Digital & Service Design
Connected Products & Services · Service Design
QR · ownership experience
A global QR-code program that connected appliances to lifecycle content, onboarding, support, services, and appliance-specific ownership experiences.
Contribution
Developed the program, standard, roadmap, governance, investment case, research, and factory/IT coordination.
Prototype / 2014–2015
Volvo Prototyping System
Volvo Group · Head of UX
Prototyping · Mobility & Automotive · Connected Products & Services
automotive · hardware
A hardware and software prototyping system for exploring connected driver experiences with real vehicle data and physical controls.
Contribution
Co-created and led the prototyping capability: its technical and experience architecture and the collaboration across design, product, and engineering. The downstream truck interfaces are shown as production lineage, not as my design.
Product / 2009–2010
Automotive Infotainment
Qualcomm FLO TV · Senior Product Manager, UX
Mobility & Automotive · Connected Products & Services · Prototyping
automotive · infotainment · product UX
A first-of-its-kind in-vehicle broadcast video system with dual remotes, multiple screens, onboarding, payment, and dealership distribution.
Contribution
Led material UX and product work across the in-vehicle service, interaction model, prototypes, testing, and partner delivery.
More selected work
Additional case studies
More work
10 entries
System · 2020–2022
Electrolux · VP Digital & Service Design
Service Design · Connected Products & Services
customer journey · transformation · connected services
Ownership Experience
A global program to shift appliance ownership from one-time purchase thinking toward lifecycle services, support, onboarding, repair, and repurchase.
System · 2019
Electrolux · Director UX
Design Systems · Prototyping
voice · interaction design
Voice Interaction Design
Foundational voice patterns and prototypes for extending the Electrolux design system into spoken interactions.
System · 2019–2020
Electrolux · VP Digital & Service Design
Design Systems · Prototyping
sound · product UX
UI Sound Design
A strategic sound-design system for making appliance interactions more useful, human, calm, and brand-consistent.
System · 2014–2015
Volvo Group · Head of UX
Design Systems · Mobility & Automotive · Design Leadership & Organization
design language · mobile · brand systems
Digital Design Language
A cross-functional digital design language effort to unify Volvo mobile applications and establish reusable digital-product patterns.
Prototype · 2018–2021
Electrolux · VP Digital & Service Design
Prototyping · Connected Products & Services · Design Systems · Design Leadership & Organization
hardware · service design
Electrolux Prototyping System
A connected-product prototyping system for repurposing appliances and testing digital, physical, and service experiences together.
Prototype · 2010
Qualcomm / Lenovo / Google · Senior Product Manager, UX
Prototyping · Connected Products & Services
datacasting · prototype · Chrome OS
Chrome OS Datacasting
A four-week Mobile World Congress prototype showing real-time datacasting concepts on unreleased Chrome OS smartbook hardware.
System · 2013
Ericsson · Experience design lead
Enterprise UX · Service Design
telecom · software upgrades
Packet Core Upgrades
A user-centered redesign program for the packet-core software upgrade process, turning risky, manual, months-long upgrade work into a clearer target experience.
System · 2016–2017
DMI / Bombardier · VP Customer Experience
Service Design · Connected Products & Services · Mobility & Automotive
mobility · strategy · customer research
Connected Smart Train
A discovery, strategy, and pilot program for rethinking train travel through mobility, data, APIs, customer research, and service design.
Product · January 2016
CEVT / Lynk & Co · VP CX & Head of Innovation, DMI
Mobility & Automotive
automotive · infotainment · expert review
Lynk & Co IVIS Review
A rapid expert review that exposed systemic usability and delivery risks in a pre-production vehicle interface, helping senior leadership reset the product, team, and supplier approach.
Product · 2015 launch / 2016 recognition
DMI / Art Basel · VP CX & Innovation
Service Design
mobile · web · culture
Art Basel Digital
Team-delivery leadership for an international event and year-round discovery experience spanning mobile, web, maps, artists, galleries, favorites, and news.