My name is ina
Things I've worked on
Nordic Web Platform for tv & streaming
Complete redesign and digitalisation -turning 4 individual web platforms into a single platform.
designing tools for Live Operations
Customised and internally built internal tooling - ensuring efficiently and secure managements of mobile games.
building Atomic design systems
Built and refined, scalable and atomic design library to improve collaboration between designers and engineers.
a new way of travelling
Redesigned a larger travel platform by designing flight metasearch, accommodation rental, car rental and package deals.
Case study #1
Background: Prior to this project, each of the Nordic countries we worked in: Norway, Sweden, Denmark, and Finland, had its own separate web platform. They were all running on decades-old infrastructure, were fragile, heavily reliant on manual processes, and lacked responsiveness. On top of that, maintaining and developing each one individually was time-consuming and inefficient. The goal of the project was to bring everything together into a single platform that could work across all countries. This would cut down on maintenance, simplify things for the team, and make the platform much more attractive and accessible for new customers.
What was done: Since the project involved four different countries, each with its own regional needs, we started by doing a large amount of research. We mapped out known user needs, business goals, and technical challenges to get a full picture. This helped us create a solid proof of concept that also introduced a new shared branding, designed to bring all countries together under one unified identity.
My role was to lead the user experience side of the project. I acted as the voice of the users, making sure design was involved from the start and that our ideas and features were always backed by data and real user needs. Given the scale of the project, with multiple teams across different countries, I not only handled user research, prototyping, testing, and iteration, but also took on a coordinating role. I worked closely with other UX designers, graphic designers, and content creators to align our efforts and prioritize what really mattered to move the platform forward.
Since the UX design-role was still fairly new in the company at this time, I also spent time advocating for the design process and UX, more broadly—helping others understand its value and how it could support the business.
After launch, we continued to build on the platform with new features like an improved customer care portal, SEO pages, landing pages, and product selectors. Each new feature was carefully tested—whether through analytics, A/B testing, or direct feedback from users—to make sure we were always improving based on real insights.
Outcome and results: Post-launch, we saw a clear improvement in the customer onboarding process, new users were converting faster, indicating a more intuitive and streamlined user experience. While the initial phase required a higher level of maintenance and support (as is typical with large-scale platform rollouts), the long-term operational effort decreased significantly.
By bringing the four separate country platforms together into one shared platform, we were able to cut down on manual work and build something that’s much easier to scale and maintain. Instead of having four different teams doing similar work in parallel, we became one cross-functional team handling most of development and content. This made us more efficient, and allowed us to move faster while presenting a more unified, digital user experience across the Nordic region.
Early ideation workshops
Mockup concepts
Case study #2
Building tools for Live Operations
Background: The Live Operations team uses custom, internally developed tools to manage our mobile games. Given the complexity of our game infrastructure, there were no out-of-the-box-solutions that met our needs, which is why we decided to build our own tools. Our goal was to create fast, efficient, secure, and user-friendly tools that would allow our internal team to set up and manage the games with minimal effort.
What was done: Along with my team, my responsibility was to ensure that users could manage the games efficiently and securely, ultimately creating a better player experience.
To truly understand our users, several rounds of research, including interviews, observations, and user shadowing were conducted. This helped us gain insights into their workflows, identify pain points, and understand their needs for an improved process. I then created personas, journey maps, and various, potential solutions, working closely with the teams to craft ideas that aligned with both user needs and business goals. Throughout the process, we made sure to involve users regularly, gathering their feedback to refine and improve the prototype.
Outcome and results: This project is still ongoing, but the solutions we’ve implemented so far focus on creating simple, user-friendly forms, streamlining systems, and removing workflow obstacles to save users time. For example, we introduced automatic data imports between systems, eliminating the need for users to manually copy and paste 100+ IDs. Key features include a new segmentation and A/B testing tool, an improved UI design for all forms, and template-based tools.
As a result, users are spending significantly less time on tasks, giving them more time to focus on other priorities. This has led to reduced frustration, higher satisfaction, and a smoother overall experience. Thanks to better validation systems, human errors have been minimized, and the risk of in-game errors has been greatly reduced.
Case study #3
Example: Demonstrating workflow between Design, Engineering, and our tools
building Atomic design systems
Background: Before this, our teams lacked a tailored design system. The out-of-the-box solutions they had tried didn’t fully meet their needs or fit the way we worked, leading to a inconsistent design and slower development process
What was done: Together with the team, I designed and rebuilt a more scalable and flexible design system (based on Tailwind), using atomic design principles.This included designing custom UI components, iconography, typography, and theming, while optimizing existing elements for greater flexibility and accessibility. We also streamlined workflows for implementing new components using Storybook and established structured naming conventions tailored to the needs of the team and projects. Som examples were:
With Figma, using variables and component variants to create multi-dimensional, flexible components that allowed users to customize size, layout, and themes based on variables.
Shared libraries and styles enabled dynamic prototypes, where users could easily toggle between different modes, such as light and dark mode, with just a few clicks.
With the Atomic design apporach, we created components that could be nested within other components, providing greater modularity. We also defined detailed behavior and interaction patterns for components, such as table cell behaviour, mapping out keyboard interaction
Outcome and results: This project is still ongoing, but the new design system has so far significantly improved collaboration between designers and engineers, reducing the time spent on design handoffs and making updates faster and more efficient. By using flexible and reusable components, we created a more consistent user experience across platforms while allowing teams to easily adapt designs to different needs. The detailed interaction patterns and component behaviors led to smoother, more intuitive user interfaces, and overall, the improved workflows boosted productivity, ensuring faster delivery of new features and updates.
Example: Parts of a table describing keyboard behaviour for various types of cells
Case study #4
NEW TRAVEL PLATFORM
Background: The prior travel solution were outdated and “looked like something from the early 2000s” - user from user interview. The combination of self-developed solutions and integrated whitelabels both looked and behaved very different and did not talk to each other at all. It was also not responsive and barely worked on mobile and tablet screens. The goals was to redesign and rebuild most of the travel platform’s subdomains including flight search, various types of accommodation rental, car rental and package deals tying it all better together in order to create a better user experience and booking experience to further increase revenue.
What was done: Tasks included were SEO optimisation , AB testing, I led the user experience strategy for our comprehensive travel platform, encompassing flight, hotel, rental car, vacation home, and package deal searches, ensuring seamless navigation across all services. This role involved continual and frequent A/B testing.
New Map Search: I recognized the need for an improved accommodation search experience,and spearheaded the design and full integration of a user-friendly map into the platform. This initiative resulted in heightened conversion rates and enhanced user satisfaction.
Booking platform for vacation homes, flights, and package deals: I led the redesign of the vacation home rental booking process, from identifying user needs and pain points to crafting personas, user journey maps, and information architecture. Conducted workshops, prototyped various solutions (including wireframes and implementations), and conducted testing to refine the user experience.
A real UI upgrade: For flight search, package deals, front pages to both look more modern, but also reposonsive and accessibly and universal design.
Outcome and results: This initiative resulted in heightened conversion rates and enhanced user satisfaction based on qualitative user tests after bigger releases.
smaller, but still noteworthy projects
Player Insights for mobile gaming 🎮
I conducted comprehensive player research to analyze player behaviour, creating detailed player journey maps and flows to address pain points. Developed prototypes to enhance player experience, driving revenue growth and reducing churn.
A new admin tool 🛠️
I led a team of 3-4 designers in guaranteeing top-tier user experience for a new administrative tool tailored for professionals using our product. Responsibilities included steering collaborative efforts through regular meetings across multiple teams to ensure alignment towards common UX objectives. Contributed to user insights, crafted user journey maps and flowcharts, and facilitated workshops and user testing sessions as required.
SEO optimization 🔎
I initiated a project to boost domain traffic, collaborating closely with conversion rate experts and engineers to optimise web pages while preserving optimal user experience. Ensured all domain elements were meticulously crafted and designed for maximum effectiveness.
Event producer 🎉
I managed the production of various events - both as part of my work as well as on my spare time. Oversaw all aspects of event planning, communication, promotion, facilitation, and hosting, as well as ensuring for engagement, reach and growth on social media accounts (Intagram, Facebook). Some examples are UX conferences (Finnspo, Finn-to-details), meetups and workshops (beginners DJ-workshops, opens decks, workout groups).