About
Hi, I am Sara.
UX/UI and graphic designer in Sundbyberg. I have led UX work in e-commerce and B2B web, from research and workshops to finished interfaces, and made packaging, retail material and motion graphics for brands like HP and Belkin.
What I care about most is that things fit together. What people look for should be where they expect it, and what they see should feel like the same brand all the way. I have a degree in information architecture, studied fashion sketching and textiles, and ran my own e-commerce for six years.
How I work
Phases at large. Short loops up close.
- 01
Understand
- Workshops with the client
- Heuristic review of what exists
- Behaviour data in Clarity and GA4
- The brand guidelines and templates
- 02
Structure
- Information architecture and sitemap
- Flows with the error paths drawn in
- Greyscale wireframes, approved before colour
- 03
Design and build
- Components and design systems in Figma
- Contrast, focus and labels in the components
- Directions to choose from, then feedback rounds
- 04
Follow up
- Release in small parts after launch
- Print files: bleed, colour and QR codes
- Accessibility check on the live site
The same phases whether it is an online store or a hang tag. Within each phase I work in short loops, with a demo or a draft for the client before the next step.
Methods
- Workshops
- Interviews
- Surveys
- Usability tests
- A/B tests
- Heuristic evaluation
- Information architecture
- User flows
- Customer journeys
- Service blueprint
- Wireframes and prototypes
- Design systems
- WCAG
- Clarity and GA4
Design tools
- FigmaInterfaces, prototypes and design systems
- IllustratorLogos, illustration and print files
- After EffectsMotion graphics and animation
- Blender3D for packaging and images
Development
- HTML
- CSS
- JavaScript
- TypeScript
- React
- Astro
- WordPress
- GitHub
I can also code. It means I know what can be built, but that is not where my focus is.
Experience
UX and design consultant
Soda & Brands AB, a company run by the two of us. Assignments for smaller businesses
Camjo AB
Lead UX/UI Designer
Agenthuset Nordic
Digital Designer and Content Producer
Salt & Sand
Own e-commerce. UX/UI lead and founder
Education
Bachelor's degree in information architecture
University of Borås, front-end development track
Fashion sketching and illustration, textiles and sustainability
University of Borås
AI and Design: Concepts and Methods
University of Borås
Fashion studies, advertising and PR
Stockholm University