Storytime.

In the early 2000s, the internet was this chaotic, exciting mess. People were building wild, weird things. Software wasn’t just for engineers anymore—it was becoming something people lived inside. That fascinated me. So I studied computer science, thinking I’d learn how to make things too.

But the more I learned about how things worked, the more I started wondering why they felt the way they did. Why some products felt effortless and others made me want to throw my laptop into the sea.

So I took a step back. Grabbed my camera. Traveled. Paid attention. I started seeing design everywhere—not just in print and screens, but in cities, storefronts, train stations. Some places were designed for flow. Others for friction. Some systems made life easier. Others made everything harder.

That’s when it clicked: Design isn’t just how things work. It’s what they make you feel.

Since then, I’ve spent my career designing products, leading teams, and figuring out how to keep design good as it scales. At Spotify, Volvo, and Wolt, I’ve worked on turning complexity into clarity, making things that work at scale without losing their soul.

These days, I’ve started thinking about something else: how designers can create their own gold. Not just making things for others, but shaping their own ideas into something real. That’s what this site is about—writing, playbooks, and tools for thinking and making.

I live in Stockholm with my wife and four kids. I take photos of ordinary things in interesting light, read books about creativity, obsession, and unicorns (or dragons, depending on which kid you ask), and watch films where the camera lingers a little too long.

Mostly, I try to keep my eyes open.