About

I am a Service and Product Designer. I help founders of sustainable consumer product brands map emerging shifts against their values, so they commit to the right focus.

I turn complexity into clarity and vision into direction, by bridging strategic systems thinking and UX design, so they gain the confidence to move forward without losing their brand identity or user trust.

Current Focus and Availability:
I am open to select full-time consulting assignments in Design Strategy, Innovation in Service and Product Design, both short- and long-term, globally and within the Nordics.

Core Expertise and Impact:
With over 12 years of experience leading design innovation across the Nordics, I specialise in turning early-stage insights and complex technologies into testable initiatives that support informed business decisions. I guide through uncertainty while ensuring consistent progress.
My experience includes digital products, UX, wearables, and emerging technologies for leading organisations such as Ericsson, Electrolux, Designit, NoA Ignite, Trustly, and Lund University.

Key Capabilities:
→ Strategic Product Design Advisory: Integrating business consulting, UX research, and User Experience Design (UED) to help enterprises develop safe, ethical, data-driven, and AI-enabled systems.

→ System Narratives and Presentations: Translating complex technologies into clear design strategies, interactive system logic, and effective presentation designs.

→ Design Leadership Coaching: Offering design for innovation leadership development, creative leadership coaching, and public speaking support to guide creative directors through industry transformation.

My design practice is informed by behavioural insights and my work as a design coach and creator of The Modern Day Explorer newsletter. I believe that designing for complex technology begins with a deep understanding of humanity.

Let’s connect to discuss how I can help bring clarity to your next complex system, product roadmap, or design strategy challenge.

Download CV

Testimonials

  • Alexandra and I crossed paths in the Ericsson Experience Design team where she, among other things, led a multidisciplinary and multilocation collaboration across all design phases from research to implementation for a Cloud RAN project as well as for the creation of a Generative AI website. She is a fantastic colleague and I would recommend her to any design team.

    Sara Forell, Social anthropologist & UX researcher, at Ericsson Digital Services.

  • I’ve had the pleasure of having Alexandra on my team for almost a year. She has played a key role in various client projects, including a larger multidisciplinary collaboration between several studios. She has also been responsible for driving and facilitating the work of a team through a commercial initiative to define strategic opportunities. Throughout this time, Alexandra has demonstrated her experience in facilitation, collaboration and execution. I can recommend Alexandra for any role that requires teamwork, empathy and mature design skills.

    Viktor Rosendahl, Design Lead at Zettle by PayPal

  • Alexandra has been a great asset to the design team at Designit. If to describe Alexandra in a few words I’d say she is positive, goal oriented, on time in projects and has a innovative way of solving briefs. She has contributed in many ways with her own point of views in current matters and shared it to her peers in a nice way. I would not hesitate to recommend Alexandra to any future employer who’s looking for a great designer to their team.

    Nazanin Prentell, Chief Product Officer at
    Bruce Studios

Booklet

Our existence is defined by our relationship with the world. The impact of technology on this relationship helps us realise our existence and enhance what makes us human.

In this booklet, I share my story and approach as a cross-disciplinary designer living abroad and venturing off the beaten path. Whether you are a creative, design lead, entrepreneur, or forward thinker, you will find practical strategies to:

1. Regain personal freedom amid digital overload by clarifying what information you need and why.

2. Identify enduring knowledge from ancient and non-traditional communities.

3. Integrate innovation with a mindful use of technology.

DOWNLOAD BOOKLET