Reimagining bicycle parking at the garage at Uppsala Centralstation
The garage had key usability flaws,
especially a confusing check-in/check-out system
that often left users frustrated.
Using iterative, participatory design,
our team co-created with commuters, students,
and senior citizens.
Through research-through-design and testing,
we improved both digital and physical touchpoints
for a more intuitive service.
My role
Designing high-fidelity prototypes in Figma, conducting user research and validation interviews, documenting findings and managing iterations using Kanban boards in Miro, and co-facilitating design workshops and synthesis sessions.
Tools
Miro
Figma
Canva
Deliverables
Workshop & Research Reports — documenting insights from participatory sessions.
MoSCoW Analysis — synthesising and prioritising user pain-points.
Task Flows & User Journeys — mapping user interactions and contextual experiences.
Mid-Fidelity Figma Prototype — featuring booking, check-in, and check-out flows.
Redesigning a smartphone duty free experience
This project was part of the
Reply Creative Challenge 2022
(Customer Experience category).
The brief: reimagine the
Heinemann Duty Free experience
in a post-pandemic world.
With Gen Z travelers expecting
personalized, seamless, and digital-first interactions,
our challenge was to design a mobile solution
that bridged physical and digital shopping,
built loyalty, and made duty-free more engaging
My role
• Led UX & market research
• Mapped customer journeys
• Co-created wireframes & prototypes in Figma
• Contributed to storyboarding & pitch at the
Reply Convention in Milan
Tools
Miro
Figma
Canva
Premiere Pro
Deliverables
• High-fidelity prototype — showcasing booking, shopping, and checkout flows.
• Pitch video — scripted, produced, and presented as
TravelU.
• Final presentation — selected as finalists,
pitched at the Reply Xchange Convention in Milan
to Heinemann, receiving direct industry feedback.
Understanding user behaviour and visualising key findings
As a UX Researcher at GAIM Immersive Technology AB, I studied user behaviour on GAIM’s hunting simulator platform.
Focus areas:
• Onboarding → long-term use
• Pain points & opportunities
• Qualitative + quantitative methods
Through interviews and observational
studies, I delivered UX insights that informed development, sales, and marketing decisions.
My role
I constributed across the full research cycle:
• Co-created a new Agile workflow.
• Planned and conducted in-depth interviews(pilot & main).
• Led blind tests/ contextual inquiries.
• Designed and analyzed user surveys.
• Synthesised insights using thematic analysis.
• Developed user personas and a customer journey map.
• Partnered with marketing & product teams to deliver key insights.
Tools
Miro
Figma
Survey Monkey
Dovetail
Jira
Deliverables
• Insights (Dovetail): Thematic documentation of findings.
• Customer Journey Map (CJM): End-to-end user flow, displayed and updated in the office.
• Persona Foundation: Core behavioural patterns shaping personas.
• 3 Personas + Journey Maps: Actionable profiles across the product lifecycle.
• UX Report: Full process, analysis, and recommendations.
Creating and using an Opportunity Solution Tree for UX implementations
GAIM aimed to turn UX research into
business impact.
We had gathered rich insights
(interviews, surveys, analytics)
and produced tools like
Customer Journey Maps and
Personas, but the challenge was
to make them drive strategy.
Our goal: align cross-functional
teams (marketing, product, sales)
around human-centered objectives.
• Research-backed tools → Journey
Maps & Personas improve decision-making.
• Visual frameworks → Opportunity
Solution Tree to connect needs
with business goals.
• Collaborative workshops →
UX Ideation Sessions to generate
actionable solutions.
My role
• Planned & co-facilitated two cross-functional UX Workshops
• Synthesised Insights from Dovetail to design ideation prompts
• Developed the Opportunity Solution Tree framework with the team
• Created & iterated on the Customer Journey Map and Personas
• Collaborated on a Prioritisation Matrix to align feasible opportunities
• Documented Workshop Outcomes and proposed a UX Strategy to GAIM
Tools
Miro
Figma
Survey Monkey
Dovetail
Jira
Deliverables
Opportunity Solution Trees
• Linked CJM phases to outcomes, opportunities & solutions.
Prioritisation Matrix
• Ranked ideas by impact vs. effort for clear next steps.
UX Workshop Workflows
• Delivered repeatable templates & guides for teams.
Actionable Miro Board
• Central hub for deliverables, collaboration & onboarding.
understanding user behaviour and visualising key findings
As a UX Researcher at GAIM Immersive Technology AB, I studied user behaviour on GAIM’s hunting simulator platform.
Focus areas:
• Onboarding → long-term use
• Pain points & opportunities
• Qualitative + quantitative methods
Through interviews and observational
studies, I delivered UX insights that informed development, sales, and marketing decisions.
my role
I constributed across the full research cycle:
• Co-created a new Agile workflow.
• Planned and conducted in-depth interviews(pilot & main).
• Led blind tests/ contextual inquiries.
• Designed and analyzed user surveys.
• Synthesised insights using thematic analysis.
• Developed user personas and a customer journey map.
• Partnered with marketing & product teams to deliver key insights.
tools
Miro
Figma
Survey Monkey
Dovetail
Jira
deliverables
• Insights (Dovetail): Thematic documentation of findings.
• Customer Journey Map: End-to-end user flow, displayed and updated in the office.
• Persona Foundation: Core behavioural patterns shaping personas.
• 3 Personas + Journey Maps: Actionable profiles across the product lifecycle.
• UX Report: Full process, analysis, and recommendations.
Exploring identity, interaction, and performance on a self-limiting social platform
• Investigated how authenticity is framed in BeReal, where users post one photo daily at a random time.
• Used netnography to study the app as a cultural space.
• Grounded in Goffman’s Dramaturgy and Miller’s Symbolic Interactionism / Networked Identity.
• Focused on how identity is performed and negotiated within BeReal’s structural constraints.
my role
• Netnographic Study of BeReal’s user ecosystem.
• 2 weeks of observation on 6 users.
• Semi-structured interviews.
• Multi-phase coding of comments, reactions, and interactions.
• Linked behavioural patterns to theory for interpretive insights.
tools
Survey Monkey
Dovetail
deliverables
• Insights (Dovetail): Thematic documentation of findings.
• Customer Journey Map: End-to-end user flow, displayed and updated in the office.
• Persona Foundation: Core behavioural patterns shaping personas.
• 3 Personas + Journey Maps: Actionable profiles across the product lifecycle.
• UX Report: Full process, analysis, and recommendations.