Product Designer who thinks like a founder
For the last 10 years I partnered with startups, collaborating closely with founders and cross-functional teams. What sets me apart is my experience as a founder (2017-2022) and being the first design hire at multiple startups.
Turning unused offices into private micro-gyms
I co-founded Silofit in 2017 with the conviction that the future of fitness was private, on-demand, and embedded inside the buildings people already lived and worked in. Over five years, I led design across the entire product ecosystem, from iOS and Android apps to booking infrastructure while also carrying co-founder responsibilities. We grew to 18 locations and raised $20M in funding before the pandemic reshaped the market.
In later stages, I transitioned into Head of Product Design as the company scaled, leading and mentoring a team of two designers.
Helping founders turn clarity into performance
Kin is a mobile app that gives founders and high performers a private space to think clearly and act with confidence. Over a three-month contract in 2025, I designed the app's first monetized version including an AI board of advisors feature that lets users build a personal advisory team with shared memory and complementary expertise. I also led a full redesign of the journaling experience, simplifying self reflection.
Working closely with the Product Lead and development team, we shipped on time with strong early feedback. Founders highlighted the clarity of the AI insights and the ease of the journaling experience.
Visualizing nature risks for commercial real estate
In 2024 as biodiversity and climate regulation started to hit commercial real estate, asset and ESG managers found themselves without usable tools. Existing platforms were too complex and NatureSight was built to close that gap.
I joined as sole designer, working with the Head of Product to benchmark existing solutions, interview asset and ESG managers about their workflows, and run bi-weekly validation sessions with an expert advisory board. The result was a platform that converted geospatial, eDNA, and other data sources into a nature risk score.
About me
Fifteen years designing digital products. I've been a co-founder, a sole designer, and led other designers.
I grew up in Sweden, started my career in London, spent years building things in Montréal, and now live in Copenhagen with my partner Frederikke and our two sons. Outside of design I'm an an avid yoga practioner and certified teacher. Curently at FoodOp learning and building software for contract caterers.
My approach
I work backwards from the outcome, starting with the problem and the impact a solution needs to create for both users and the business.
From there, it's a loop: understand through research, prototype and test fast, then build and ship. I prioritize by weighing impact against effort, favoring quick wins and big bets, and keep the feedback loop running by collecting, acting, and following up.
What it's like to work with me
Johan is a super creative and talented designer who I had the great pleasure of working with and would love to again someday. He's passionate about creating the right design for the project and genuinely cares about delivering with the highest quality. Whether it is creating pixel perfect digital designs or quality vector based illustration and iconography, Johan takes the time to make sure it's right which makes him such a valuable team member. Being such a lovely guy helps too, it makes him super easy to work with - you'll have lots of fun on the way.
Product Designer at Meta
Johan is a hard working, detail oriented and innovative designer who cares about the bigger picture. He brings a positive energy that makes him easy to work with and a genuine asset to any team.
Software Engineer at Stripe
Johan is the kind of person with a very creative mind! So he is perfect with what he is doing: UI/UX. All his designs have always been so neat, and always pushing for the ease of use. It has been a pleasure to work in tight collaboration with him. He is also always open to discussion and improvements in regards of the platform he is working for.
Director, Apps & Web at AccuWeather
Johan is a top performer at his craft. He delivers rapidly and always with attention to detail. Energized by mission driven work and bringing the product vision to life, we collaborated for a year and a half on multiple 0 to 1 products in a fast moving startup environment as our first design hire. He takes his craft seriously and understands what it means to work independently and in agile form on digital products, elevating the team as he goes. Highly recommend and hope to work together again!
Fractional CCO