I've worked at Spotify, DoorDash, Miro, the Chan Zuckerberg Initiative and many more. I've helped them establish and scale strategy, UX, content, and AI. I teach the above at some of the world's best design schools and host the popular Content Rookie Podcast.
I made this
Content design · Localization · Leadership
Aligning a team of stakeholders around the biggest company bet. Creating content that could scale to various markets and industries. Leading value proposition and tone and voice for B2B — and getting users excited about onboarding quickly, instead of relying on a dedicated account manager.

Tone and voice had to match the look and feel of Wolt’s playful brand while remaining clear and trustworthy for a B2B audience.
Every user goal was geared towards a North Star. Metrics were defined from day one and reevaluated with every review. We used principles to align stakeholders and ensure consistency across key touchpoints.
We wanted to understand how users experience each moment of the flow so we could optimise it to feel fast and familiar. We mixed quant and qual research across various markets to get a holistic picture.
Wolt is famous for its playful brand. We wanted to ensure the experience felt on-brand while being trustworthy and clear enough for a B2B context — a balance that required constant iteration.

Merchant Dashboard on first sign in
Self-serve replaced 100% of onboarding for small and medium-sized businesses.
Working on the projects with the biggest impact is often a stretch goal. It means building strong relationships and pushing the boundaries of current design and ways of working every single day.
Want to go deeper? Book an in-depth walkthrough of this case study.
Design systems · UX writing · AI
Developing and maintaining easy-to-use resources for 60+ UX writers and 200+ designers across products and devices. Bringing style guides to life in design system components. Making it all localizable.

UX writing guidance had to work everywhere — from the mobile app to Apple Watch and beyond.
To create guidance that worked across the entire Spotify ecosystem and was scalable to all international markets, close collaboration with designers and researchers — as well as being in tune with culture — was key.
Spotify is a brand people feel strongly about. We ensured its voice was strong across every surface, device, and market — creating components and resources that worked for writing, visuals, and audio. Everything had to be ready to localize.
Fast sprints meant nothing could just live on a site somewhere. We worked with plugins to ensure components were right where the work was happening and seamlessly integrated in workflows.
Design system adoption increased by 70% for 600+ designers and engineers. Monthly feedback calls ensured components and guidelines stayed up to date. Style guide compliance doubled while we achieved a 70% acceptance rate for suggestions.
Scaling and maintaining design is hard work. It requires a deep understanding of all products across an ecosystem, market trends, and how people work. It’s about creating consensus and being a tastemaker.
Spotify UX writing questions answered → How to nail remote onboarding and influence people →Want to go deeper? Book an in-depth walkthrough of this case study.
Content design · User research
Want to go deeper? Book an in-depth walkthrough of this case study.
Leadership · Product design · Conversation design
More cool clients
Astrid.ai · BabyNaps · Berghs School of Communication · Biorecro · Business Sweden · Coder Society · Doberman · Double Standards · Einride · Futurice · Gapminder · Hyper Island · In Parallel · Instantor · iZettle · Magine TV · Mentimeter · Miro · OTW · Position Green · Referanza · SAS EuroBonus · Simployer · Sleep Cycle · SNASK · SSAB · Technigo · Tibber · Vässla · Wolt · and many more
Full case study details available on request — get in touch.
Get it from me straight
I’m available for talks, lectures and workshops anywhere in the world.
| Type | Event | Topic | Date |
|---|---|---|---|
| Talk | Hatch Conference Coming soon | The future of design in Europe is local | Sep 2026 ↑ |
| Talk | UX on the Beach Coming soon | Design products that stick | Jun 2026 ↑ |
| Talk | Future Product Days | How to actually use AI in your content design practice | Sep 2025 |
| Talk | Button Conference | How to fall back in love with content design | Sep 2025 |
| Panel | Creative Sessions, Stockholms Kulturhuset | Panel: How to stay creative in the age of AI | Sep 2024 |
| Talk | Growing in Content Conference | Panel: Recovering from layoffs | Aug 2024 |
| Talk | Lead with Tempo Conference | The future of content design is not what you think it is | Jun 2024 |
| Talk | Webbdagarna Stockholm | Introduction to content design | May 2023 |
| Talk | Tempo Conference | Taking care of your design team | Dec 2022 |
| Talk | Technigo UX Week | A day in the life of a UXer | Oct 2022 |
| Talk | Perspectives Conference | Freelancing in content design | Mar 2022 |
| Talk | Hyper Island | Creating authentic product narratives | Mar 2022 |
| Talk | Content Strategy Insights Podcast | Content design for design systems | Jan 2022 |
| Talk | Technigo Bootcamp | What is UX writing and UX design for developers | Dec 2021 |
| Talk | FIS Global | Content marketing best practices | Dec 2021 |
| Talk | Content Ed Conference | Nailing your first 90 days on a new content job | Nov 2021 |
| Workshop | Futurice Agency | Introduction to UX writing for designers | Oct 2021 |
| Talk | Hyper Island | Storytelling and content design for design lead students | Sep 2021 |
| Session | Berghs School of Communication | Feedback session for brand and storytelling final projects | Sep 2021 |
| Workshop | Stendahls Agency | Introduction to UX writing for designers | May 2021 |
| Talk | Hyper Island | Introduction to brand storytelling and product writing | Mar 2021 |
| Talk | UX Writer Conference | How to nail tone and voice guidelines | Oct 2020 |
| Workshop | Spotify Design (internal) | How to develop inclusive product narratives | Jun 2019 |
Want to book me? I travel light and talk loud. Let’s talk.

About me
Born in Germany, my family moved to the US when I was a toddler. I was raised bilingually, went to a regular American school during the day and had private German lessons in the evening. This equipped me with full native proficiency in both languages. I loved growing up in New York and never quite felt at home again in Germany when I moved back many years later. It came as no surprise that in 2014, I decided to leave again and move to Sweden, where I have settled (for now).
Having my own business and working independently has always fascinated me. It was the main reason I decided to study something business-related. I could write already, time to learn something to turn it into a living. I believe I bring the perfect mix of storytelling and user-focus to the table. Yes, I’m dedicated to telling great stories, but being an analytical person, I never not kill my darlings to improve performance and usability.
All my work experience comes from an international environment. I’ve not only worked in different countries, but also with people from many different cultures. This helps me create relevant content for any target audience and lead with empathy.
I was the first kid that learned how to read in my class. I spent my weekends competing in reading competitions (it was cool in the 90s) and my summer holidays going through as many books as I possibly could. I wrote poems for my grandmas and short stories for my friends. I clearly remember when I first started writing, but I don’t remember ever stopping.
What I do
I bring my own chair to the table, plus this
When I’m not designing, I write and talk about my experiences.
Substack
Essays on creativity, the human experience, and everything in between.
Read on Substack →Medium
Articles on the craft of UX, and how to design and write beautiful experiences.
Read on Medium →Podcast
The popular podcast for anyone finding their way in content design and UX writing.
Listen on Spotify →