I am Daniel.
Nielsen Norman Group certified Product Designer who creates outcomes by turning complex requirements into simple yet powerful experiences. I vibe code, run, and DJ.
Ongoing project, Tova Agent is designed in Figma and built in Cursor with Claude Sonnet 4.5. The platform is AI-driven and helps customers make smarter investments and better decisions.
I drive product growth through value, viability, customer expertise, and design excellence.
Value
I am empowering teams to solve real problems and deliver value, therefore I am driven by product outcome and shipping products our customers love and genuinely connects with.
Viability
We understand time-to-market because we know our technology and capabilities. What motivates me even more is the question of time-to-money.
Customer expertise
I deeply care for understanding our customers by working data-driven, to combine numbers and behavior patterns with qualitative insights.
Design excellence
I simplify complex requirements into powerful customer experiences, blending speed, precision, and AI where it adds value.
About
I am a 35 years old product designer with end-to-end focus on the entire product growth cycle. I have successfully led product launches at SEB, IKEA, and most recently at the fintech scale-up Humla.
I am balancing my expertise in user experience and product management with my knowledge in full-stack development, legal, and third-party to enable the highest level of engagement, pace, and product outcome.
Tova Agent is designed in Figma and vibe coded in Cursor with Claude Sonnet 4.5.
Financial LLM Design concept
The plattform leverages cutting-edge artificial intelligence to provide data-driven insights, real-time market analysis, and automated strategies to optimize your investment decisions.
Payments and food budget Case studyHemköp Matkonto — Gain a competitive advantage by launching an open-loop debit.
Hemköp Matkonto is my latest product launch, a payment proposition that enhances customer offerings and increase loyalty on the Swedish food retail market. Built on SEB embedded finance.
Daniel completely masters the balance between forward thinking brand expression and a seamless user experience. With his high level of integrity in his work, and his engaging, warm and funny personality, he is an invaluable asset for anyone wishing to build a product and brand that is genuinely loved by its users.
Saskia Grant
Nordic Brand Manager, Philip Morris International
Taxonomy Case studyRedesigned SEB.se’s core taxonomy for a simpler, more intuitive navigation experience.
In 2021, I led a project to analyze and reorganize SEB.se’s navigation structure, reviewing all underlying pages and building a clear taxonomy based on how deep the customer had navigated, as well as introduce a new navigation experience.
Payments and loyalty Case studyFirst debit Mastercard in Sweden with a loyalty model.
We raised 45MSEK to launch Humlakortet, the first debit Mastercard in Sweden rewarding customers for paying with their own money. A completely new proposition with financial sustainability in mind.
JourneyLet’s work together!
It’s been quite a journey so far! I’m now actively exploring my next opportunity in Stockholm. My resume offers a brief overview of my background, and I am more than happy to share words, experiences or just a coffee with you.
Thanks for exploring my portfolio!