I like difficult problems, not difficult experiences.

I’m Alex, a product designer based in Stockholm. For more than 12 years, I’ve worked across AI, automotive, payments and travel.

I work on products with many users, workflows and teams. I help clarify how the experience should work, align the people shaping it and turn one-off solutions into patterns.

The work changes, but I keep coming back to four values:

Elegance

Remove the unnecessary. Make the solution feel clear and considered.

Trust

The way we see people shapes the way we work with them. Trust creates space for honest disagreement, shared responsibility and better collaboration.

Brave

Question the default. Say the uncomfortable thing when it matters, and test ideas before they feel safe.

Free

Give room to think, choose and move.

I have a degree in computer science and an ongoing fascination with psychology, coaching, and architecture — basically, anything involving people, systems or obsessive attention to detail.

Outside product design, I coach leaders and teams and spend an unreasonable amount of time looking for beautifully designed places to stay when I travel. I live in Stockholm with my family and two children, who ask better questions than most adults. Usually when it's time to go to bed.