Work experience
Design System Manager
Telia • 2025 – present
Telia is Sweden’s biggest telecommunications company, providing telecom solutions in the Nordics and Baltics. As Telia’s Design System Manager, I
Own and maintain "Purpur": Telia's global design system consisting of 61 components, used by 20+ products and 110+ designers/developers across Telia.
Set the strategic direction, roadmap, priorities, and vision for both the design system and design work across B2B’s digital landscape.
Lead and coach cross-functional teams, develop capabilities, and strengthen collaboration across Telia to ensure high UI/UX quality.
Drive design projects from concept to delivery, ensuring the design team meets both user needs and business objectives.
Lead accessibility initiatives within B2B and globally for the design system, ensuring full compliance with legal requirements.
Design System Manager
Telia • 2025 – present
Telia is Sweden’s biggest telecommunications company, providing telecom solutions in the Nordics and Baltics. As Telia’s Design System Manager, I
Own and maintain "Purpur": Telia's global design system consisting of 61 components, used by 20+ products and 110+ designers/developers across Telia.
Set the strategic direction, roadmap, priorities, and vision for both the design system and design work across B2B’s digital landscape.
Lead and coach cross-functional teams, develop capabilities, and strengthen collaboration across Telia to ensure high UI/UX quality.
Drive design projects from concept to delivery, ensuring the design team meets both user needs and business objectives.
Lead accessibility initiatives within B2B and globally for the design system, ensuring full compliance with legal requirements.
UI Lead
Telia • 2022 – 2025
Created “Purpur”, Telia's global design system, which improved consistency, scalability, and efficiency across Telia's digital products.
Led design direction for Telia B2B and coached a team of 8 designers in design-system adoption, accessibility, and UX/UI best practices.
Established shared design standards, interaction patterns, and design-system guidance for the organization.
Applied DesignOps principles to improve collaboration and design delivery.
Served as Accessibility Lead, embedding WCAG, EN standards and inclusive design practices in the design system and B2B flows.
UI Lead
Telia • 2022 – 2025
Created “Purpur”, Telia's global design system, which improved consistency, scalability, and efficiency across Telia's digital products.
Led design direction for Telia B2B and coached a team of 8 designers in design-system adoption, accessibility, and UX/UI best practices.
Established shared design standards, interaction patterns, and design-system guidance for the organization.
Applied DesignOps principles to improve collaboration and design delivery.
Served as Accessibility Lead, embedding WCAG, EN standards and inclusive design practices in the design system and B2B flows.
UX/UI Designer
Dustin • 2022
Dustin is Sweden's biggest e-commerce site, providing over 280,000 products and services to B2B and B2C customers in the Nordics and Benelux. As part of the e-commerce team, I strived to create a better user experience by
Conducting UX research through user testing and surveys to understand user needs, both for B2B and B2C.
Mapping and analyzing user research and data through design thinking and UX methods.
Designing hi-fi prototypes in Figma with new features and improvements based on research and data.
Building Dustin's design system in Figma by creating UI components, writing guidelines and collaborating with the frontend developers.
Working iteratively through CRO driven A/B testing and data analysis.
UX/UI Designer
Dustin • 2022
Dustin is Sweden's biggest e-commerce site, providing over 280,000 products and services to B2B and B2C customers in the Nordics and Benelux. As part of the e-commerce team, I strived to create a better user experience by
Conducting UX research through user testing and surveys to understand user needs, both for B2B and B2C.
Mapping and analyzing user research and data through design thinking and UX methods.
Designing hi-fi prototypes in Figma with new features and improvements based on research and data.
Building Dustin's design system in Figma by creating UI components, writing guidelines and collaborating with the frontend developers.
Working iteratively through CRO driven A/B testing and data analysis.
Product Designer
Compricer • 2021 – 2022
Compricer is Sweden's largest price comparison service for personal finance, helping hundreds of thousands of people to make better personal finance decisions each year. As a product designer, I worked closely with product, tech and marketing to improve the UX & UI of Compricer by
Conducting user research with design concepts to improve the product.
Creating wireframes and transforming them into hi-fi prototypes in Figma for responsive web.
Running A/B tests to measure and improve the conversion rate on new designs.
Continuously updating the design system consisting of components and guidelines.
Ensuring that the website would meet WCAG 2.1.
Product Designer
Compricer • 2021 – 2022
Compricer is Sweden's largest price comparison service for personal finance, helping hundreds of thousands of people to make better personal finance decisions each year. As a product designer, I worked closely with product, tech and marketing to improve the UX & UI of Compricer by
Conducting user research with design concepts to improve the product.
Creating wireframes and transforming them into hi-fi prototypes in Figma for responsive web.
Running A/B tests to measure and improve the conversion rate on new designs.
Continuously updating the design system consisting of components and guidelines.
Ensuring that the website would meet WCAG 2.1.
Design Manager
Fictive Reality • 2019 – 2020
Fictive Reality is a startup that develops a gamified SaaS in VR for B2B soft skill training. As their first designer, I
Created UI guidelines and a design system for the company.
Researched and designed UI and UX principles for VR.
Designed an responsive web dashboard.
Conducted user testing for VR and Web.
Design Manager
Fictive Reality • 2019 – 2020
Fictive Reality is a startup that develops a gamified SaaS in VR for B2B soft skill training. As their first designer, I
Created UI guidelines and a design system for the company.
Researched and designed UI and UX principles for VR.
Designed an responsive web dashboard.
Conducted user testing for VR and Web.
Master Thesis Project
Scania • 2018
This thesis was done as a concluding project for the Industrial Design Engineering programme (sv: civilingenjör inom produktdesign). The scope of the thesis was to develop a new design concept of a welding helmet that focused on ergonomics, usability and UX. To ensure that the needs of the users were met, the project was carried out through an iterative design process that primarily involved innovation and human-centered design. The design was verified and communicated through a CAD model of the concept, which was rendered and 3D printed into a physical prototype.
Master Thesis Project
Scania • 2018
This thesis was done as a concluding project for the Industrial Design Engineering programme (sv: civilingenjör inom produktdesign). The scope of the thesis was to develop a new design concept of a welding helmet that focused on ergonomics, usability and UX. To ensure that the needs of the users were met, the project was carried out through an iterative design process that primarily involved innovation and human-centered design. The design was verified and communicated through a CAD model of the concept, which was rendered and 3D printed into a physical prototype.
Skills
Design systems
DesignOps
Design thinking
Leadership
UX/UI strategy
Presentations
AI design patterns
User testing
Accessibility
WCAG 2.1–2.2
EN 301 549
User research
Workshop facilitation
Figma
A/B testing
Prototyping
CRO
Agile development
Education
M.Sc. in Industrial Design Engineering
Luleå University of Technology • 2013 - 2018
This five-year engineering masters program combined design thinking with technical expertise, focusing on how to turn ideas into real products through user-centered methods. The curriculum covered key areas such as UX research, product development, industrial design, construction, and sustainability.
In addition to theoretical knowledge, the program emphasized practical methods, tools, and techniques to manage the entire product development process. It included everything from identifying user needs to delivering the final solution.
Languages
Swedish
Native
English
Fluent
Farsi
Fluent
