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
Maintain and evolve Telia’s global design system “Purpur” to support scalability, efficiency, and brand alignment across digital platforms.
Set strategic direction, roadmap, priorities and vision for the design system and within the online B2B area.
Work with cross-functional teams to ensure UI/UX quality, accessibility, brand-compliance and consistent interaction patterns.
Lead and mentor multidisciplinary teams, building skills and strengthening collaboration across Telia.
Drive and oversee end-to-end design projects to ensure the design team's alignment with user needs and business goals.
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
Maintain and evolve Telia’s global design system “Purpur” to support scalability, efficiency, and brand alignment across digital platforms.
Set strategic direction, roadmap, priorities and vision for the design system and within the online B2B area.
Work with cross-functional teams to ensure UI/UX quality, accessibility, brand-compliance and consistent interaction patterns.
Lead and mentor multidisciplinary teams, building skills and strengthening collaboration across Telia.
Drive and oversee end-to-end design projects to ensure the design team's alignment with user needs and business goals.
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
Maintain and evolve Telia’s global design system “Purpur” to support scalability, efficiency, and brand alignment across digital platforms.
Set strategic direction, roadmap, priorities and vision for the design system and within the online B2B area.
Work with cross-functional teams to ensure UI/UX quality, accessibility, brand-compliance and consistent interaction patterns.
Lead and mentor multidisciplinary teams, building skills and strengthening collaboration across Telia.
Drive and oversee end-to-end design projects to ensure the design team's alignment with user needs and business goals.
UI Lead
Telia • 2022 – 2025
As the UI Lead for the B2B team, I improved the design culture and deliverables by
Creating and managing Telia’s global design system ”Purpur” by driving all updates and additions of components, guidelines and design foundations.
Guiding and supporting the Online B2B design team in their daily work to maintain an understanding of best practices.
Working towards consistent application of design standards and brand guidelines across all Online B2B products.
Working with DesignOps to streamline and simplify processes for for both designers and stakeholders.
Acting as the Accessibility Lead and ensuring that designs are compliant with WCAG 2.1 while spreading knowledge about accessibility within the organisation – advocating for inclusive design.
UI Lead
Telia • 2022 – 2025
As the UI Lead for the B2B team, I improved the design culture and deliverables by
Creating and managing Telia’s global design system ”Purpur” by driving all updates and additions of components, guidelines and design foundations.
Guiding and supporting the Online B2B design team in their daily work to maintain an understanding of best practices.
Working towards consistent application of design standards and brand guidelines across all Online B2B products.
Working with DesignOps to streamline and simplify processes for for both designers and stakeholders.
Acting as the Accessibility Lead and ensuring that designs are compliant with WCAG 2.1 while spreading knowledge about accessibility within the organisation – advocating for inclusive design.
UI Lead
Telia • 2022 – 2025
As the UI Lead for the B2B team, I improved the design culture and deliverables by
Creating and managing Telia’s global design system ”Purpur” by driving all updates and additions of components, guidelines and design foundations.
Guiding and supporting the Online B2B design team in their daily work to maintain an understanding of best practices.
Working towards consistent application of design standards and brand guidelines across all Online B2B products.
Working with DesignOps to streamline and simplify processes for for both designers and stakeholders.
Acting as the Accessibility Lead and ensuring that designs are compliant with WCAG 2.1 while spreading knowledge about accessibility within the organisation – advocating for inclusive design.
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.
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.
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.
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.
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
Leadership
Presentations
Design thinking
Accessibility
WCAG 2.1–2.2
UX Research
User testing
Responsive web
Workshop facilitation
CRO
A/B testing
Agile development
Prototyping
Figma
Adobe Creative Suite
Education
M.Sc. in Industrial Design Engineering
Luleå University of Technology • 2013 - 2018
Industrial design engineering with a masters in Product Design (Swedish: civilingenjör inom teknisk design). The programme focused on how to bring concepts and ideas into reality through design thinking and innovative methods. This was done by ensuring that comprehensive knowledge was gathered of UX research, product development, sustainability, industrial design, and construction. To complement this, vital methods, techniques and tools was taught to help manage the entire product process — from identifying user needs to delivering the final product.
Languages
Swedish
Native
English
Fluent
Farsi
Fluent
