Principal UX Designer with 10+ years shaping consumer products at scale — from doubling a 100M-member loyalty program to designing engagement systems for millions of users across global markets.
Currently at King (Activision Blizzard), I lead product design strategy — connecting user behaviour, engagement mechanics, and AI-augmented workflows to build products that teams and users genuinely come back to.
Previously at H&M, Telenor, and Zalando — where I drove user retention, redesigned activation and sign-up flows, and scaled membership programs from 50M to 100M users across 74 markets.
The best platform decisions don't announce themselves — users just feel the product working.
Selected Work
King
Designed a seamless, multi-capability platform ecosystem — reducing onboarding friction and driving adoption from 55% to 93% through research-led interaction design and AI-assisted prototyping.
2022 — Current
H&M
Redesigned global membership experience across mobile, web, and in-store touchpoints — engagement mechanics, sign-up conversion, tiered retention, and omni-channel monetisation — contributing to 2× member growth (50M → 100M) across 74 markets.
2015 — 2019
Telenor
Redesigned the consumer account experience for millions of users — unifying fragmented touchpoints into a cohesive, research-driven digital product.
2019 — 2021
Zalando
Unified a fragmented platform experience for 1,800+ users — improving discoverability, self-service, and navigation clarity across a high-stakes production environment.
2021 — 2022Case studies are password-protected. Include a request for access in your message.