Välkommen, I’m Samuel. I’m currently pursuing a Master’s in Human–Computer Interaction & UX at Umeå University, driven by a curiosity for how people think, act, and make sense of technology.

Who Am i?

I’m a thoughtful designer who brings clarity to complexity by listening closely, mapping what matters, and aligning teams around what needs to change. I move between strategy and detail, and shape design that makes sense to people.
I'm also a proud cockerpoo owner.

My Way into Design

What pulled me into design was the way it brings together analytical thinking and creative intuition. It keeps me curious, testing, refining, trying to make sense of messy problems and turning that understanding into something useful.

My Thoughts on AI

I see AI as a tool to extend creative work, not replace it. When used with intent, it can sharpen ideas, speed things up, and open doors we might not have noticed. But it’s only useful if we stay grounded in our own judgment and reflective thinking. I use it to explore more, not to care less.

I also wrote a thesis about this.

Read the full thesis

What i Stand For

#1
Designing With People
Design should be created with people, not just for them. The voices of those who will live with a product or service need to help shape it from the start.
#2
Simplicity in Complexity
Good design makes the complex feel clear and approachable. In a messy world, simplicity is not about reducing but about bringing focus to what matters most.
#3
Thoughtful Decisions
Every design choice deserves reflection. Being critical and confident in my decisions helps me create solutions that are intentional rather than accidental.

#1
Designing With People
Design should be created with people, not just for them. The voices of those who will live with a product or service need to help shape it from the start.
#2
Simplicity in Complexity
Good design makes the complex feel clear and approachable. In a messy world, simplicity is not about reducing but about bringing focus to what matters most.
#3
Thoughtful Decisions
Every design choice deserves reflection. Being critical and confident in my decisions helps me create solutions that are intentional rather than accidental.

#1
Designing With People
Design should be created with people, not just for them. The voices of those who will live with a product or service need to help shape it from the start.
#2
Simplicity in Complexity
Good design makes the complex feel clear and approachable. In a messy world, simplicity is not about reducing but about bringing focus to what matters most.
#3
Thoughtful Decisions
Every design choice deserves reflection. Being critical and confident in my decisions helps me create solutions that are intentional rather than accidental.

#1
Designing With People
Design should be created with people, not just for them. The voices of those who will live with a product or service need to help shape it from the start.
#2
Simplicity in Complexity
Good design makes the complex feel clear and approachable. In a messy world, simplicity is not about reducing but about bringing focus to what matters most.
#3
Thoughtful Decisions
Every design choice deserves reflection. Being critical and confident in my decisions helps me create solutions that are intentional rather than accidental.

What i Want to Improve

#1
Facilitating Collaboration
UX is not only about users. I want to grow in bringing stakeholders together, building shared understanding, and strengthening communication across perspectives.
#2
Holistic Thinking
Design should capture the bigger picture. I want to strengthen my ability to see connections and patterns that make solutions work as a whole, not in isolation.
#3
Expanding My Toolbox
The better tools I master, the clearer my design decisions become. I want to expand my toolbox to refine how insights turn into prototypes and ideas that communicate with impact.

#1
Facilitating Collaboration
UX is not only about users. I want to grow in bringing stakeholders together, building shared understanding, and strengthening communication across perspectives.
#2
Holistic Thinking
Design should capture the bigger picture. I want to strengthen my ability to see connections and patterns that make solutions work as a whole, not in isolation.
#3
Expanding My Toolbox
The better tools I master, the clearer my design decisions become. I want to expand my toolbox to refine how insights turn into prototypes and ideas that communicate with impact.

#1
Facilitating Collaboration
UX is not only about users. I want to grow in bringing stakeholders together, building shared understanding, and strengthening communication across perspectives.
#2
Holistic Thinking
Design should capture the bigger picture. I want to strengthen my ability to see connections and patterns that make solutions work as a whole, not in isolation.
#3
Expanding My Toolbox
The better tools I master, the clearer my design decisions become. I want to expand my toolbox to refine how insights turn into prototypes and ideas that communicate with impact.

#1
Facilitating Collaboration
UX is not only about users. I want to grow in bringing stakeholders together, building shared understanding, and strengthening communication across perspectives.
#2
Holistic Thinking
Design should capture the bigger picture. I want to strengthen my ability to see connections and patterns that make solutions work as a whole, not in isolation.
#3
Expanding My Toolbox
The better tools I master, the clearer my design decisions become. I want to expand my toolbox to refine how insights turn into prototypes and ideas that communicate with impact.

Besides designing, i also enjoy

Playing the Pentatonic Scale.

Narrative-Driven Adventure Games.

Key Skills

Design Thinking

Interaction Design

Service Design

Prototyping

User Research

Visual Design

Critical Thinking

SOFTWARE

Figma

Framer

Adobe Creative Suite

HTML & CSS

Javascript

Figjam

Relume

Education

Umeå University

Digital Media Production, 2021-2024

Umeå University

Master's Programme in Human Computer Interaction and User Experience, 2024-Current

EXPERIENCE

Visual Designer, Pulpeye/ANDRITZ (2024-2025)

Working closely with Pulpeye’s leadership team, I designed media materials that made their advanced measurement technology more accessible. The goal was to translate complexity into clarity, creating internal content that communicated their products in a way that felt understandable, useful and user-friendly.

UX-Designer, Webbklar (2025)

Working with Webbklar, I explored how real estate agents could work more efficiently with social media by helping develop a platform tailored to their needs. I led workshops, conducted user interviews, and shaped design concepts that balanced automation with creative control.

Välkommen, I’m Samuel. I’m currently pursuing a Master’s in Human–Computer Interaction & UX at Umeå University, driven by a curiosity for how people think, act, and make sense of technology.

Välkommen, I’m Samuel. I’m currently pursuing a Master’s in Human–Computer Interaction & UX at Umeå University, driven by a curiosity for how people think, act, and make sense of technology.

Välkommen, I’m Samuel. I’m currently pursuing a Master’s in Human–Computer Interaction & UX at Umeå University, driven by a curiosity for how people think, act, and make sense of technology.

Who Am i?

I’m a thoughtful designer who brings clarity to complexity by listening closely, mapping what matters, and aligning teams around what needs to change. I move between strategy and detail, and shape design that makes sense to people. I'm also a proud cockerpoo owner.

My Way into Design

What pulled me into design was the way it brings together analytical thinking and creative intuition. It keeps me curious, testing, refining, trying to make sense of messy problems and turning that understanding into something useful.

My Thoughts on AI

I see AI as a tool to extend creative work, not replace it. When used with intent, it can sharpen ideas, speed things up, and open doors we might not have noticed. But it’s only useful if we stay grounded in our own judgment and reflective thinking. I use it to explore more, not to care less.

I also wrote a thesis about this.

I also wrote a thesis about this.

Read the full thesis

Read the full thesis

Read the full thesis

Read the full thesis

What i Stand For

#1

Designing With People

#2

Simplicity in Complexity

#3

Thoughtful Decisions

#1

Designing With People

#2

Simplicity in Complexity

#3

Thoughtful Decisions

#1

Designing With People

#2

Simplicity in Complexity

#3

Thoughtful Decisions

#1

Designing With People

#2

Simplicity in Complexity

#3

Thoughtful Decisions

What i Want to Improve

#1

Facilitating Collaboration

#2

Holistic Thinking

#3

Expanding My Toolbox

#1

Facilitating Collaboration

#2

Holistic Thinking

#3

Expanding My Toolbox

#1

Facilitating Collaboration

#2

Holistic Thinking

#3

Expanding My Toolbox

#1

Facilitating Collaboration

#2

Holistic Thinking

#3

Expanding My Toolbox

Besides designing, i also enjoy

Besides designing, i also enjoy

Besides designing, i also enjoy

Playing the Pentatonic Scale.

Narrative-Driven Adventure Games.

Narrative-Driven Adventure Games.

Narrative-Driven Adventure Games.

Key Skills

Design Thinking

Interaction Design

Service Design

Prototyping

User Research

Visual Design

Critical Thinking

I’m a thoughtful designer who brings clarity to complexity by listening closely, mapping what matters, and aligning teams around what needs to change. I move between strategy and detail, and shape design that makes sense to people.
I'm also a proud cockerpoo owner.