I don’t really have an online portfolio.

I sometimes pretend it's because I am doing my best to avoid mixing shady personal motives (having a cool cases section on my web site) into my design work and my recommendations for my clients.

But probably it’s more due to having other spare time priorities, and the fact that I’m not really allowed to show the world the work I’m the most proud of. But that’s what short meetings over a cup of coffee are for, right?

Anyway, this is an attempt to at least in part make up for the lack of that capivating web site with the nifty design mockups (and, of course, great results!).

I'm Åsa Samuelsson, a UX designer based in Stockholm, Sweden. I've been working with web design, development and the area in between since 2000. I create digital experiences, mainly web sites and apps, that enables my clients to reach their business goals by making sure their users' wants and needs are fulfilled in an intuitive and inspiring manner.

Two examples of small successes with big impact

#1: After running my very first impact mapping workshop (as the only representative from my agency) the client later told me they had found it so inspiring that they started using the methodology for all types of major decisions for the company, not only the ones concerning marketing and communication.

#2: When conducting usability testing for an app targeting health care professionals I uncovered a must-have feature previously missed by the startup’s own business strategists and researchers. According to subsequent user interviews, this turned out to be an absolute dealbreaker for the target group paying for the service or not. The feature is now implemented and heavily emphasised above the fold on the app home page.

Two examples of knowledge sharing

UX writing: “The non-linear journey” (in Swedish)

UX keynote: A “leavebehindified”* presentation for Women in Web Analytics about how UX and CRO sometimes clash, and what we can and should do about it (in Swedish).

*) less images and lots more text than it originally had, in order to make sense without me talking you through it

And finally, a couple of thoughts on the UX process

I have gotten my best UX design results with different variations of this simple process formula:

The Design Thinking approach is obviously a huge inspiration for me. But as long as I’m allowed to base my work on real user insights (love user journey maps!), I can be quite flexible. However, doing stuff based on nothing but guesses and hunches – whether my own or someone else’s – puts me off.

Well, that's all there is for now

I'll leave you with my LinkedIn profile. Don't hesitate to drop me an e-mail if you have any questions: