Product Design

TV Hub product of Com Hem and Tele2

Whether you're a startup seeking a compelling digital presence or an established brand aiming to enhance user engagement, I offer tailored design solutions that align with your vision and objectives.

A white streaming device with Bluetooth and power buttons next to a white remote control marked 'COM HEM'.

Design process

  1. Discover & Define

Understanding the need.
Every design starts with a deep dive into user needs, market trends, and product goals. This phase helps define a clear direction, grounded in research and insight.

2. Design & develop

Bringing ideas to life.
From early sketches to detailed prototypes, I explore form, function, and materials. Each design is refined to balance aesthetics, usability, and feasibility.

3. Test & deliver

Refining for the real world.
I test, iterate, and improve the design to make sure it performs beautifully in real life. The final product is ready for market—smart, functional, and impactful.

Poster featuring the TV series 'The Outer Range' with the text 'One Ranger' and an image of a cowboy wearing a hat, and beneath it, a promotional poster with the logo for prime video, showing a man with a serious expression beside a Ferris wheel and the text 'Hypnotic'.

Prime Video
Imagery Experience

In recent years, I’ve taken a lead role in shaping the visual identity of Prime Video’s artwork experience, driving the strategy, vision, and standards for how all types of content are visually represented across the platform. From global originals to regional titles, I’ve worked to define a cohesive imagery system that elevates storytelling, enhances user engagement, and reflects the brand at every touchpoint. I lead creative direction, provide guidance across teams, and set a high bar for visual quality at scale.

In the last few years, I have also delved into the realm of Artificial Intelligence and Machine Learning (AI/ML), leveraging these cutting-edge technologies to push the boundaries of imagery and video creation. This exploration has opened up new creative possibilities and helped drive innovation in how we scale and personalise visual experiences.

Smart TV displaying streaming service interface with show thumbnails, next to a white streaming device and remote control.

TV Hub product UX &
hardware design journey

At the core of this product design approach, lies an unwavering commitment to understanding human behavior and needs. Whether crafting intuitive user interfaces or conceptualizing cutting-edge hardware products, empathy is the guiding principle that informs every design decision. By immersing ourselves in the user's world, uncovers insights that spark innovation and drive meaningful change.

Tv Hub is truely stands out for simplicity. Tv Hub combined TV experience with collection of latest movies and series (Video on Demand) and the world of apps, all in one place. Modern remote control with Google Assistance capabilities that allows smart search and navigation and only necessary buttons that allows simple interaction and navigation all over the interface.

Smart TV screen showing a program guide with a background image of a dancing couple outdoors during sunset, with city lights in the distance.
Smart TV screen displaying a streaming app's interface with recommended apps like Netflix, SVT, TV4, YouTube, and various other content categories and recommendations.

Statement by Red Dot Jury

" This future-oriented set-top box is characterised by a distinctively minimalist design, allowing it to harmonise well with any modern interior."

A white streaming media player device along with a remote control, displayed on a white surface. The device has a minimalist design with a few buttons and indicator lights, and an award logo indicating it won the Red Dot Design Award in 2018.
Woman with long brown hair smiling and holding a certificate at a Red Dot Award event in 2018.

From sketch to launch

We had a vision to design the first user experience in Sweden that truly simplified viewing through gathering all entertainment in one place. We put our customer's at the heart of the design process and delivered a simplified and premium experience. Transforming classic TV experiences into today's content driven and modern interface was truely a shift in habbit and the way we interact with TV. As a lead designer, my role was to partner with product managers and engineers for feature's definitions, help designers with design specification, define design system, set guiding principles for animation for all steps of the user's journey.


While I am humbled by the opportunities and accolades that have come my way, I remain steadfast in my pursuit of growth and learning. Each day presents a new canvas on which to paint, a new challenge to overcome, and a new opportunity to make a difference. With gratitude and humility, I look forward to continuing this journey of discovery, innovation, and impact.

  • Red Dot Award Winner

    Tv Hub product of the Tele2 won precious Red Dot Product Design awards for the minimalist design of set-top box and remote control.

  • CSI Awards Winner

    Tv Hub User Experience Design won CSI Award in the category of the Best TV user experience - Operator deployment. CSI Awards celebrating excellence and achievement in the TV industry.

  • The Connies Award Winner

    Tv Hub product won two Connies Awards in the category of the Best User Experience Design and won International Grand Prix outstanding design and innovative product of the year.

Screenshots of the streaming service app and website for 'Cirkus', featuring a woman in a blue dress and crown, with the title 'Victoria'.

WiFi Hub design - C2

WiFi Hub C2, product of the Tele2, designed elegantly to fit in Scandinavian home environment. WiFi Hub C2 with latest technology that extends beyond speed and reach, designed uniquely to be aesthetically appealing. Glossy high-end details and beautiful texture with hidden light to illuminate pleasantly designed to be match with family product and fit in modern home digital entertainment.

A white electronic device with vent openings on the top and bottom, standing upright on a clean white surface against a plain light background.
A tall, white, modern electronic device with various icons and indicators on its front panel, placed against a plain light background.

WiFi Hub design - L2

WiFi Hub L2, product of the Tele2, designed elegantly to fit in Scandinavian home environment. WiFi Hub L2 with latest technology that extends beyond speed and reach, designed minimalist to be aesthetically appealing. Glossy high-end details and beautiful texture with hidden light to illuminate pleasantly designed to be match with family product and fit in modern home digital entertainment.

White wireless router with Wi-Fi and power indicator buttons on a white background.
A sleek, white, rectangular electronic device, likely a computer monitor or speaker, with no visible buttons or controls, set against a plain white background.