I'm Johan, a Product Designer.
Product Designer. Turning insight into products people use. Service Designer. Connecting people, processes, and technology. Researcher. Questions before assumptions. Systems Thinker. Finding patterns in complexity. Product Builder. Ideas deserve prototypes. AI Builder. Rethinking how software works. Complexity Untangler. Turning ambiguity into direction. Pattern Finder. Seeing the signal through the noise.
The messier the problem, the more interested I get.
Sometimes that means designing a new product. Sometimes it means untangling workflows, aligning teams, or finding patterns hidden in hundreds of customer conversations. The output might be a service blueprint, a prototype, or production-ready software. The goal is always the same: turning ambiguity into something people can build on.
Over the past 20+ years, I've worked with startups, scale-ups, and large organizations across a wide range of industries. While the contexts differ, the underlying challenge is usually the same: too much complexity, too many assumptions, and not enough shared understanding.
My work combines product design, service design, research, and systems thinking. I enjoy moving between strategy and execution, from facilitating discovery workshops and mapping end-to-end experiences to prototyping interfaces and working closely with engineers to ship products. I don't see those as separate disciplines. They're simply different tools for solving the same problem.
I also build products of my own. Designing, coding, and launching software from scratch keeps me connected to the realities of building digital products. It has also shaped my interest in AI, not as a feature to sprinkle onto existing products, but as a new interaction model that changes how people explore information, make decisions, and get work done.
Whether I'm working with a small founding team or navigating the complexity of a large organization, I'm drawn to problems that are still messy. The kind that don't have obvious answers yet.
Outside of design you'll find me digging through record stores, on my bike, or hosting my weekly radio show.