My Skills

  • UI Design - Conversion rate optimized and user friendly interfaces in Figma

  • UX Design - Data analysis, surveys, customer journeys, wireframes & User testing

  • A/B Testing - A/B and multivariate testing

  • HTML/CSS - Prefer to use Bootstrap for web projects

  • jS/jQuery - Novice, mostly copy pasting from Stack Overflow and ChatGPT

  • SEO - Optimal site architecture & keyword usage

  • Graphic Design - Figma is preferred for smaller graphic design tasks

Me myself and I

What I Do

Design by Simplicity

Simplicity is key for solving complex design challenges. Keep it minimal

Love My Job

When you have your hobby as your job, then it's hard not to love it

UX and UI

User research and awesome interfaces for the best user experience

Mobile App Design

Mobile first for web apps and native app experience

Web Development

UI and UX Design is my main focus but I do front-end coding as well

Design for CRO

Testing and analyzing user behaviour for data and conversion driven design solutions

There is no learning without trying lots of ideas and failing lots of times.

Jonathan Ive, Former Chief Design Officer at Apple

CV

Current employment, January 2023 - present

Betsson Group AB

Senior UI/UX Designer at Betsson Group AB, specializing in the Engagement team. My primary focus is on designing innovative user interfaces for Casino and Slots Tournaments. I collaborate closely in a dynamic, compact team setting, which is a part of the broader engagement division. This collaborative environment includes working alongside product owners, stakeholders, and developers. My role involves developing and delivering state-of-the-art UI solutions, specifically tailored to elevate the user experience and enhance conversion rates.

Main tasks include: Implementing new functionality by reaserching user needs, creating new user interfaces, prototyping and testing.
Tools used: Figma, Hotjar, Google Analytics, Optimizely

January 2019 - December 2022

Telenor Sweden

As a UX Designer at Telenor Sweden, I initially spearheaded the user experience and interface design for the mobile phone purchase flow, encompassing both devices and related plans. In this role, I fostered close collaborations with the Conversion Rate Optimization (CRO) team and developers to optimize and refine the buying process. Over the past year, my primary focus has shifted to the Mitt Telenor app, where I've been instrumental in enhancing its user experience and functionality, ensuring a seamless and intuitive interaction for users.

Main tasks include: Implementing new functionality by reaserching user needs, creating new user interfaces, prototyping and testing.
Tools used: Sketch, Figma, Maze and Mouseflow

September 2018 - December 2018

Forefront Consulting Group

Senior UX Design consultant - Worked at the Swedish public employment service with the main goal of improving the user experience for the employers who use the services and to make it easier for them to find matching kandidates for the positions which they are hiring for.

Main tasks included: User testing, wireframing, creating new user interfaces and prototyping.
Tools used: Sketch

September 2016 - August 2018

Etraveli

As the UX Analyst, I was responsible for both quantitative and qualitative data research with the main goals of increased conversions and improved user experience.

Beeing part of the CRO team, my task was to continually analyse quantitive and qualitative data to generate hypothesises for testing and developing new user interfaces. This was achieved by user research and conducting A/B tests with new UI designs to gain more insights about the user behaviour to improve the attachment rate of ancillaries and the overall conversion rate. The key to succesful results lie in the cooporation within our Customer Journey team that consists of experts in the areas of Marketing Automation, SEO, CRO and Web Development. And most importantley how we worked closely with other Product Owners and teams within the company.

My daily tasks included: Data Analysis, AB Testing, UI Design and CRO.
Tools used: Visual Website Optimizer, Hotjar, Google Webmaster tools, Google Analytics, Photoshop and Sketch.
About: Etraveli is the leading online travel agency in the Nordic countries, the fastest growing in Europe with a presence across 46 countries. Some of our brands include Flygresor.se, Super Saver Travel, Seat24, Gotogate, Travelstart.

July 2012 - September 2016

GE Healthcare Life Sciences

As the Web UX Design Manager, I was responsible for the front-end web development and overall UI design of the GE Healthcare Life Sciences websites and apps. E.g. gelifesciences.com and GE Purify
Peter collaborated with external agencies and internal stakeholders to develop and modernize GE Healthcare Life Sciences website and microsites in order to improve user friendliness and conversions of the GELS digital channels. The daily tasks varied in areas such as wireframing, quantitative and qualitative analysis of customer behavior, UI design, front-end development with the Bootstrap framework and also some SEO.

My daily tasks included: UI, IxD, UX, CSS, HTML, SEO, AB Testing and CRO.
Tools used: Sketch, Decibel Insight, Optimizely, Hotjar, Crazyegg, Invisionapp, Moz, Wincher, Google Webmaster tools, Google Keyword Planner, Add This, Qualaroo, Brackets, Shift Edit, Bootstrap, Pencil, Xmind and Photoshop.
About: GE Healthcare Life Sciences develops and provides medical transformation technologies and services that are delivered worldwide.

June 2011 - June 2012

Proffice and Dfind

Web Consultant at Proffice/Dfind with assignments at GE Healthcare Life Sciences. The daily tasks varied on an extensive range of tasks, including designing banners , editing content and Search Engine Optimization.

Daily tasks consisted of: Graphic Design, Content editing and SEO.
About: One of the largest staffing companies and specialized in management, finance, sales, industrial warehouse and logistics, IT, Life Science, customer service, media, technology, etc.

January 2011 - May 2011

Solid Park and Lärarnas Riksförbund

Solid Park was formed in 2005. It's an IT company working in the areas of system development, administration, cloud services and data storage.

I was the chief of usability in the development of four new Web applications for the Swedish National Union of Teachers. My tasks consisted of creating prototypes and user-friendly design solutions that were both aesthetic and functional. And also implement this design with CSS / HTML.

Web application: Available for logged in users only

July 2010 - December 2010

Campadre

Campadre is Scandinavia's first "Private Shopping Club" selling brand clothing thru time based campaigns where I was part of a team which was set up for the launch of "Campadre 2.0" where I worked with UI design and front-end development of the new Campadre blog.

Web site: Campadre

January 2010 - June 2010

Business web site for BTB Sverige AB

I was responsible for the development of a new web site and intranet for BTB. In this project he was working with great responsibility and took on the role of both the designer and the web developer for btb.se, the website was built with Wordpress.

Website: Byggnadstekniska Byrån Sverige AB

October 2009 - December 2009

LandNCall

LandNCall specializing in GSM solutions for cheaper call rates holiday.

Responsible for web development and design of the website was built using Joomla CMS and also for the production of their Facebook page.

Web site: No longer available



Pet Projects

Launched in 2013

Reskollen (Tunnelbana karta)

When lost in the Stockholm subway you can use this interactive metro map to find your way. Click on the station names to get the departure times.

To practice my CSS and SEO skills I built the Stockholm subway map solely with CSS and HTML, no images was used, it's all code. The benefits are that when you zoom in, it won't get blurry like images do, the content is indexed by Google and its interactive.

The page is ranking as nr 1 on Google.se for the search terms "tunnelbana karta", "tunnelbana stockholm karta", "karta tunnelbana stockholm". Also in english for "stockholm metro map" on google.co.uk. And ranking nr 2 for "SL reseplanerare".

Reskollen is the new branding of Tunnelbana Karta. I expanded the subway map where it all started with other line maps and a fully functional travel planner for the commuters and tourists in Stockholm.

Website: Reskollen

Launched in 2015

Väder24

At Väder24 you can view detailed 10 day forecasts from YR, SMHI and TV.

On my spare time I like to do sports and hang out with friends and family. But I also like having pet projects to practice my design and development skills. Väder24 is my latest pet project. UI, web design, front-end coding and SEO was done by me, but for the back-end API development I hired developers from India.

Website: Väder24

Launched in 2022

Vilken vecka är det . nu

A simple website that displays the current week number and and also shows the calendar with Swedish holydays.

I made this website just for fun to practize my frontend development and SEO skills with the assistance of ChatGPT for the java script. The website is often positioned on second place in Google results for the search term "vecka nu" and in the top 5 results for many other related search terms.

Website: vilkenveckaärdet.nu

Launched in 2023

Trängselskatt

A fun spare time project. Showing the current road tax amount for Stockholm city.

The idea originated from the Swedish website vecka.nu, which shows the current week number in a very simplistic way. I wanted to do the same for the road tax. A clean simple UI to display road tax amount for the current and next upcoming hour. The website got mentioned in the well known Swedish tech news website called Feber. Read the article at Feber

Website: trängselskatt.nu



My Internship

Three months, 2009

Net Entertainment

Net Entertainment is a premium supplier of digital gaming system.

I was trusted with a project for Net Entertainment in order to improve the integration of their web-based admin tools with usability and UX in focus. The project resulted in a back office solution for real time casino managemet, which was used by several major game companies.

Three months, 2008

Payzone

Payzone develops solutions for electronic transactions in various industries.

Responsible for the use and interaction of the GUI for Payzone's integrated POS system, Spectra Card. After the internship, I got a shorter project employment for the summer to complete the project.

The role of well-presented information is to reduce the cognitive load that you place on your users when they visit your website.


Nathalie Nahai, The Web Psychologist

My portfolio @ Dribbble

Keep it Simple

Simplicity is the ultimate form of sophistication - Leonardo da Vinci

Education and previous careers.

Education

Interaction Design, Nackademin in Stockholm, 2007 - 2009
Web Design and development, Fiddling with websites since 1998
Sales Diploma, Folkuniversitetet in Uppsala, 2003
Samhällsvetenskapligt gymnasieprogram, Katedralskolan in Uppsala, 1998 - 2001

Careers

Restaurant/Bar/Tax free, Silja Line, 2004 - 2010
Taxi driver, Knivstabygdens Taxi, 2002 - 2003
Telemarketer, Importancia, 2001

Languages

Swedish, English, Estonian and some Finnish

Are You Hiring Creative People?

If you are looking for a talented UI/UX Designer with some front-end development skills.

Give me a call or send an email and let me know about the position you are hiring for.

Best Regards,
Peter