About
Welcome to my Creative World
My journey into the world of design began during my studies in information and communications technology, where I became deeply engaged with the intersection of creativity and technology. This interest led me to pursue inter alia vocational and further qualifications in web and graphic design.
Today, I am driven by the belief that great design is not just about aesthetics; it is about creating meaningful connections between brands and their audiences.
Experience
Career
Designer & Founder
Freelance @ DonnaS
2013 -
Working as a freelance designer with 15+ years of experience delivering data-driven digital products across SaaS, enterprise, and e-commerce. Speciliazing in UI/UX, product design, WordPress, and branding, creating mobile-first, user-centered experiences.
Combining strategic thinking with hands-on execution. From UX research, user flows, and design systems to brand identity and full website delivery. Leading and contributing to complex, high-frequency digital products, collaborating closely with product, engineering, and analytics teams to improve usability, scalability, and performance.
Helping clients translate business goals into impactful digital solutions, blending creativity, data insights, and modern AI-assisted workflows to deliver efficient, high-quality results.
Senior UI/UX Designer
Playtech Sports - Hybrid (Malmö, Sweden/ London, UK)
2019 - 2025
Worked as a Senior UX/UI Designer in the digital sports betting industry, crafting intuitive, data-driven experiences that engage and retain users. My role spanned user research, product strategy, and interface design, translating complex data into clear, actionable digital journeys.
Collaborating closely with product teams, developers, and stakeholders, I designed features and solutions that enhanced usability, boosted participation, and delivered measurable performance results. This included everything from wireframing and user testing to designing responsive websites across multiple platforms and brand experiences.
My work prioritized accessibility, clarity, and strong visual design, ensuring every interaction was purposeful and aligned with user goals.
Lead UI Designer
BIMobject - Hybrid (Malmö, Sweden/Budapest, Hungary)
2018 - 2019
Worked as a Lead UI Designer for a company transforming the construction industry through BIM objects and digital content. Built and maintained a scalable design system while designing websites and digital solutions that delivered cohesive, user-friendly experiences across platforms.
Worked closely with product, content, and development teams to create intuitive, consistent interfaces aligned with user needs and industry standards.
My designs enhanced accessibility, usability, and visual clarity, supporting the company’s mission to make BIM resources easier to find, understand, and use.
Email Designer/E-commerce Designer
Apsis - Malmö, Sweden
2016 - 2018
Working as an Email Designer I was responsible for designing, coding, and delivering high-performing email campaigns for international clients across multiple industries. I created visually engaging, mobile-responsive templates using HTML/CSS, ensuring alignment with brand guidelines, accessibility standards, and email platform requirements.
In close collaboration with marketing teams and global stakeholders, I translated campaign objectives into clear visual concepts, optimized layouts for deliverability and engagement, and troubleshot rendering issues across major email clients and devices.
My work focused on combining strong visual design with technical precision—improving open rates, click-through performance, and overall campaign consistency.
Design Lead/Project Manager
Ch5 Finland - Helsinki, Finland
2014 - 2016
As a Design Lead and managing projects I was overseeing the delivery of digital services and tools for the collection, processing, management, and publishing of data and information.
Led multidisciplinary teams delivering solutions for municipal clients and Finnish government ministries, aligning design, technical execution, and project governance to meet public-sector standards.
Experienced in stakeholder management, requirements definition, and driving user-centered, compliant, and scalable digital outcomes.
Production Art Director/Marketing Designer
Rautakesko - Vantaa, Finland
2011 - 2014
Worked in a marketing team for an international, market-leading hardware and tool retail chain in Finland. Responsible for shaping the visual identity and digital presence across multiple channels, print and digital, I led the production of campaigns and marketing assets from concept through execution, ensuring brand consistency and operational efficiency.
Working across marketing, e-commerce, and product teams, I planned and coordinated campaigns, optimized web content and user journeys, and managed day-to-day website operations to support sales objectives.
My work struck a balance between creativity and commercial performance, enhancing brand visibility, strengthening customer engagement, and driving measurable growth across both digital and retail channels.
Earlier Career
- Web Producer – Shandy, 2013
- Google Advertising Designer – Fonecta, 2011
- Graphic Designer – Adworks, 2011
- Marketing Designer/E-Commerce Specialist – LR Health & Beauty Systems, 2008 – 2010
- Customer Service Agent/Production Worker- Karhukopio, 2005 – 2008
skills
Toolbelt
- Adobe CC
- Sketch
- Figma
- Canva
- Zeplin
- Generative AI
- Miro
- Hotjar
- Jira
- Confluence
- HTML/CSS
- Dreamveawer
- Brackets
- Webflow
- WordPress
Studies
Education
I hold a strong educational background in design and communications, combining formal qualifications in web design and graphic design with a solid foundation in information and communications technology. I completed further qualifications in Audiovisual Communications, specializing in Graphic Design and Web Design.
Earlier in my career, I studied Information and Communications Technology with a focus on Software Development.
My World
When I'm not working I'm...
