About
I am a Product Strategy Designer, Design Strategist and Innovation Lead, focused on bringing clarity, purpose, and ethical alignment to complex digital products and their development teams.
I connect corporate strategy with interaction architecture to translate technical complexity into intuitive user experiences.
I am open to select full-time Lead roles in Design Strategy, Innovation, and Digital Product Design, as well as strategic consulting assignments, both short- and long-term, globally and within the Nordics.
With over 12 years of experience leading design innovation across the Nordics, I balance exploration with execution. 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.
My design practice is informed by behavioural insights. 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.
Testimonials
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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.
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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
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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.
