About me
I’m Josefine, a product designer based in Stockholm. I’ve worked with digital design for many years, moving between advertising, branding, product design, and design leadership, often in complex products and organisations.
As a consultant, I step in where I’m most useful. Sometimes that means being hands-on with design, other times helping teams find direction, structure, or momentum. I enjoy working close to both people and problems, and I care as much about how we work together as what we create.
I believe good design comes from collaboration, empathy, curiosity—and a sense of playfulness. I value an open, inclusive way of working where there’s room for creativity and good ideas to grow. I like making complex things feel clear and human, balancing strategic thinking with practical execution.
Curious if I might be a good fit for your project or team?
Let’s have a chat.
+46 768 52 38 38
www.linkedin.com/in/josefinejt/
Work Experience
Sveriges Radio
Senior Product Designer
(consultant)
Dec 2024 - Dec 2025
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Led the redesign of Sveriges Radio’s app and web platforms in collaboration with a Digital Art Director, modernizing the visual identity to strengthen brand promise and enhance user engagement.
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Conducted research, defined KPIs, and ensured alignment across design, product, and editorial teams.
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Guided cross-functional product teams throughout the implementation process.
Tele2
Head of Product Design (consultant)
Sep 2024 - Nov 2024
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Managed and mentored the design team in delivering user-centered experiences aligned with Tele2 Entertainment strategy.
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Developed product and design strategies to enhance overall customer experience.
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Fostered cross-functional collaboration and ownership across operations.
Tele2
Product Design Lead
(consultant)
Jan 2021 - Aug 2024
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Oversaw the holistic Entertainment products experience across platforms (UX and brand).
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Supported commercial initiatives through concept development and strategic investigation.
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Defined product vision collaboratively with product management.
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Facilitated cross-functional collaboration with tech, commercial, CX, and content teams through design sprints, journey mapping, and workshops.
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Proposed and implemented process improvements for product development, research, and analysis (e.g., design personas, user testing frameworks).
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Planned design programs aligned with Entertainment strategy and contributed to roadmap initiatives.
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Coached and mentored designers via design reviews, pair design, one-on-ones and creative facilitation.
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Led strategic explorations and conceptualized product enhancements.
ICA
Visual Design Lead
Mar 2020 - Sept 2020
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Responsible for the visual identity of ICA’s digital channels, advocating for brand consistency and managing the design system.
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Coached designers and collaborated with Head of UX/Design on processes and methodology.
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Led strategic explorations and concept development with management and strategy teams.
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Facilitated cross-department workshops to align teams and initiatives.
Viaplay
Lead UI Designer
Jan 2017 - Sept 2019
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Directed the overall visual expression of the product, including brand positioning, tone, guidelines, design principles, and illustration style.
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Coached UI designers on skills and tools; collaborated with Lead UX and Head of Design to strengthen team culture and cross-team collaboration.
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Drove product strategy initiatives, strategic brand approach, and facilitated design sprints and workshops.
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Evaluated and optimized design processes, frameworks, and methodologies
Viaplay
Digital Art Director/Product Designer
May 2014 - Dec 2016
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Designed cross-device product experiences, including logged-out pages, sign-up flows, and content discovery.
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Contributed to branding and visual identity redesign for Viaplay.
Freelance
Art Director/Designer
2014
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Designed the website for Arbetsförmedlingen (Doberman)
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Served as strategic design advisor for Aplace.com e-commerce launch.
Osynlig
Art Director
Feb 2012 - Nov 2012
Developed digital campaigns, web design, and mobile app designs for clients including LKAB, Hemnet, and Assael Pearls.
Deasign
Art Director
June 2010- Feb 2012
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Created digital campaigns for clients such as 3, Hyresgästföreningen, and OKQ8.
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Designed visual identity and e-commerce site for Bemz.
Doberman
Designed new website and e-commerce platform for Systembolaget.
Designer (freelance)
Aug 2009 - Apr 2010
OgilvyOne
Interactive Art Director
Sep 2008 - Mar 2009
Created digital campaigns and web design for clients including DHL, Craft/Marabou, and Nestlé.
Futurniture
Digital Art Director
May 2005 - Jan 2008
Created digital campaigns, brand identities, web design, and exhibitions for clients including IKEA, Polarn O. Pyret, Coop, and Naturskyddsföreningen.
Futurniture
Art Director Assistant
Aug 2004 - May 2005
Worked with print campaigns, digital campaigns, exhibitions, visual identities, and web design for clients including SIDA, Vinnova, and Swedish United Nations Association.