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Update Overview: Swedish designer, founder, and product leader with 25+ years of experience across the US, Sweden, and global teams. I work across product design, experience strategy, brand, and design leadership, turning complex technology, data, and business requirements into clear, intuitive experiences.

Update Experience: My work spans Pure Research & Design and embedded engagements with organizations including Ethic, McKinsey, Morgan Stanley, Apple, Google, and MLS. Most recently, I completed 4.5 years as Head of Design at Ethic.

The recurring thread is building or transforming something: a product, a design organization, a scalable system, or a clearer vision for the customer experience.

Update What I am looking for: Head of Design, Director of Design, Founding Design, or a senior player-coach role across fintech, AI, and complex products. I am based in Los Angeles and exploring LA, SF, NYC, and remote opportunities; periodic NYC travel is part of the setup I have discussed in outreach.

I want moonshot-scale ambition, a large market, strong founders, and experienced people with complementary expertise. The role should offer meaningful ownership, autonomy, and strategic influence across product vision, customer experience, brand, systems, and team capability. I want to build, with room for judgment, craft, speed, and thoughtful disagreement.

Update Leadership: I am a player-coach: I set direction, shape products, and build systems and teams while staying close to prototyping, design, and execution. I value small, experienced teams, direct communication, clear ownership, and high autonomy paired with accountability.

Designers should own problems end to end and help define them early. Domain experts bring depth; design owns experience and quality; product owns prioritization and business outcomes; engineering owns technical architecture and implementation. Everyone contributes, with clear decision rights.

Update Design approach: Start with the real customer problem and business opportunity. Ask what we would build if the existing solution did not exist. Establish a point of view, then benchmark competitors, adjacent categories, and exceptional experiences outside the industry.

Problem → principles → vision → benchmark → prototype → evidence → refinement.

Complexity in the underlying system does not require complexity in the experience. Use hierarchy, context, progressive disclosure, meaningful defaults, and clear actions to build confidence without hiding important detail.

Update Craft and systems: Differentiate deliberately. Standardize aggressively.

• Signature: invest in the workflows, interactions, AI experiences, and customer moments that make the company distinctive.
• Core: establish a coherent language for navigation, typography, layout, motion, data visualization, and tone.
• Utility: reuse dependable controls and accessibility patterns where reinvention adds little value.

Product thinking, visual craft, interaction, and implementation quality belong together. A design system should carry principles and behavior into production. Brand and product should express one coherent company across every customer touchpoint.

Update AI and tools: AI changes what we build and how we build it. My question is: if a system understood the user, their context, data, and intent, what would we no longer make them do? Reduce repetitive work and unnecessary interfaces while keeping human judgment where risk and accountability matter.

My current work uses ChatGPT, Codex, and Figma. Building Patterns brings design and implementation into a shared workflow, shortening the distance from idea to prototype, feedback, and working software. Durable knowledge should remain under the user's control rather than depend on a particular model or chat.

Update Choosing the next opportunity: I want to understand the company's ambition, why it can win, why it needs design leadership now, and what should change in the first six months. I ask where the product falls short of the vision, what design will own, how decisions are made, and how strong people resolve disagreement.

Jobs · Recruiters · Networking · Pure

Update Website: https://www.purerxd.com