Husqvarna
Lead designer for Husqvarna.com, optimizing for conversion while maintaining a premium brand identity.
From 2020 to 2023, I was one of five designers who worked on the launch of Husqvarna Forest & Garden's new website and e-commerce platform, and in 2025 I rejoined the team in a lead role. Today the work is about sharpening the shopping experience and providing tools that help people find, buy, and care for their machines. Across both chapters I've led the design system, and now I also shape how the team navigates the complexities of a large organization without losing speed.
End-to-end design process
These are the main parts of my process that I apply to various extents, depending on the nature of the work.
- Strategy
- Define the user needs, business goals, success factors & risks. Convince anyone who needs to be convinced of my point of view, or let them convince me of theirs.
- Insights
- Dig around in available data, collect benchmarks, statistics and inspiration. Summarize key takeaways which will guide the following work.
- UX exploration
- Fast and iterative structure exploration to discover the questions that need to be asked and the unknowns that need to be defined. These days I love Figma Make and Claude Code for this part.
- Key decisions
- Build a hypothesis and arguments for which direction to continue with, so we can make fast decisions. Plan for how to follow up or validate, and how to adapt if we were wrong.
- Visual design
- Crafting the actual UI. An iterative process in a tight dialogue with the engineers. I like to build small AI tools for myself that help me make faster aesthetic judgments!
- Validation
- User testing on a scale appropriate for the scope, or an A/B test to confirm a hypothesis. Iterate the design depending on the outcome.
Design system with 800+ components
The site is complex and the design system is large – around 800 components at last count. I’ve taken lead on building a large part of it and owning the structure: organizing components, states, variants, modules, and templates so the team can find and trust them.
