Hello! I am Frida. This is my story.

I am Frida, a driven UX designer and strategist with a background in communication, social science, business, and design. I am passionate about engaging in meaningful topics that benefit people and the planet. My philosophy is that almost anything in life can be done if approached step by step (“poco a poco”), and over the years, I have learned to let kindness guide my work and collaborations.

Currently, I work at IKEA, shaping the future of home life through UX research and the design of IoT home technology. I focus on social sustainability, structured discovery, prototyping, and learning early through iteration. My projects include smart home solutions within lighting, air purification, and energy saving, making homes more accessible and sustainable.

I believe that great products are built in teams, and I collaborate closely with stakeholders and development teams to create what I call “Minimal Lovable Designs” that balance user needs with business goals while ensuring long-term impact.

Previously, I worked in healthcare design with Laerdal Medical (Global Health), studying workflows in hospitals in Norway and contributing to quality improvement and monitoring solutions for medical equipment in both Norway and Tanzania. I have also worked in strategy and communications for startups in Madrid, Spain, using my Spanish language skills to bridge cultural and business contexts. I hold an M.F.A. in Interaction Design from Umeå Institute of Design.

What I enjoy most is driving innovation and building communities through collaboration and co-creation, working with cross-functional teams to bring ideas to life and deliver meaningful outcomes. I am known as an “empathetic” designer and leader who energizes teams and brings positivity to ideation and innovation sessions.

Outside of work, I lead a dance group and community that empowers women on stage, and as a Northern Swede from Sorsele, I love skiing and spending time in nature. I speak Swedish, English, fluent Spanish, and a bit of French.

Feel free to reach out—I am always open to connecting and learning from others.