I design growth systems that help products earn a place in how people work.
The moments that determine whether a product sticks are often the hardest to get right: helping people discover value, build habits, collaborate with others, and ultimately decide a product is worth paying for. My work focuses on creating those moments and turning them into repeatable systems.
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Helping teams reach meaningful value quickly through onboarding, activation, and habit-forming product experiences.
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Designing pricing, packaging, and consumption-based business models that help customers understand what they’re paying for and feel confident as they grow.
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Building products tailored to specific industries and personas, creating new workflows and experiences designed around how they operate.
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Creating cohesion between brand and product while evolving the visual systems that shape how products look, feel, and function.
Approach
A big part of leadership is helping teams identify what matters most. Clear priorities create better decisions, sharper tradeoffs, and stronger execution. I use briefs, frameworks, and discussion to distill complex problems into a direction teams can rally around.
Speed comes from removing hidden friction. The work is often less about finding the answer and more about uncovering what’s preventing the team from making a decision. Making assumptions, concerns, and incentives visible helps teams move forward with confidence.
People come to products to accomplish something. Great design helps them do that with as little friction as possible. The best experiences feel intuitive, confident, and focused. Guidance, education, and personalization should help users succeed, not compete for their attention.
My leadership style is shaped by my experience as a soccer team captain, leading alongside the team rather than from the sidelines. I stay close to the work, participate in critiques, and step in where I can add value. Teams succeed when people support each other and feel a shared ownership of the outcome.
About
I’ve spent the last several years leading growth design at Asana across onboarding, monetization, AI experiences, and new product development. Before moving into product, I built and led creative teams in marketing, an experience that still shapes how I bring product, brand, and go-to-market teams together today.
I’m originally from Sweden and came to the U.S. on a soccer scholarship, which eventually led me to Brooklyn and now San Francisco, where I live with my husband and our two boys. Outside of work you’ll usually find me on a trail or out for a run, planning the next trip, obsessing over the Warriors, or reminiscing about hiking the Pacific Crest Trail.
