Senior service designer | UX researcher | AI-powered | Data-driven
Hi! I'm Lina.
I'm a senior UX/service designer and AI nerd, with a psychology degree.
And you are...let me guess...looking for someone to turn poorly-performing processes into user-centric and AI-enhanced experiences?
While balancing business and stakeholder priorities with end-user needs? All based on data analysis and usability research?
Well, look no further. I’m right here.
- ~40% reduced support contacts at Volvo Cars, for our IT support service that handles ~12,000 contacts and cases a month
- ~22,000 global office workers served by the Copilot Studio-based AI self-service platform I'm the architect behind
- 100+ user survey studies designed and run by me, to impact Volvo Cars' decisions on future cars and mobility
AI adoption as "shiny object syndrome", ignoring people, processes, and content quality? Not on my watch.
If some manager randomly yells out "we need to be AI-first!", I will whip out my user journey mapping, user research, and process design tools, to understand how people actually do their work.
You see, with my background in organizational psychology, these two age-old principles still apply in the AI adoperion era: 1) improve the flows of meaningful work, and 2) remove everything else.
What I do
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AI adoption and change
I move organizations from technology-first to user-centric workflows, using storytelling, visualization, and respectful challenge, to open up new conversations.
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UX research and data analysis
From Power BI dashboards to user interviews and surveys, I use data to inform my decisions and priorities. Because what do you mean, some people just guess?
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Service design and user journeys
I map and improve end-to-end user journeys and work processes, based on user needs and accessibility. Yes, that includes removing steps that don't add value.
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AI strategy and design leadership
In my roles as teamlead at Qestit and as service architect at Volvo Cars Digital Workplace, I shape the strategic direction and AI adoption within both organizations.
How I work with AI
Alright, let's see...* cracks knuckles * In my role at Volvo Cars, I use Copilot 365 Premium every day, for idea generation and document drafting, in compliance with corporate tooling strategies. We build specialized chatbots for IT support in Copilot Studio, and have set up an AI automation pipeline for quality assessment and improvement of knowledge content.
In my Qestit work and private nerd-cave setting, Claude Code is basically my AI colleague (integrated to Figma via MCP, of course). Research articles go into Obsidian for my deeper knowledge layer. And I will occasionally shoot quick questions to Google Gemini or ChatGPT, if Claude is processing a big job (or ran out of 5-hour tokens).
My values
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Challenge respectfully
I drive real change by challenging myself and my colleagues. Always with empathy and respect.
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Decide confidently
Fear of decision-making plagues corporations. I help my teams decide, move forward, and adapt.
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Improve relentlessly
Reduce first, improve second. Only improve, or automate, what adds value in the first place.
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Connect laterally
Some people think inside the box. Some think outside it. I'm the third category.
My talent stack
My friend David once said, "Lina, you have such an intersting talent stack". And even though the phrase was new to me, I instantly got it. A talent stack is the unique combination of competences and experiences that sets you apart. Mine is organizational psychology, UX research, service design, data analysis, and AI adoption. I'm also experienced in leadership, training and facilitation, and a 4-times published writer.
- Organizational psychology
- UX & service design
- UX research & data analysis
- Service architecture & strategy
- AI adoption
- Training, facilitation
- Leadership
- International experience
- Writing
Case studies
Lead cases
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Volvo Cars Digital Workplace
Service Designer (Service Architect)
From legacy IT support silos to an AI-enhanced, self-service-focused digital workplace. ~40% fewer human-assisted support contacts since 2024.
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Volvo Cars UX Research
Senior UX Researcher
100+ user studies that shaped decisions on future cars and mobility in the EV era.
Earlier work
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Cetasol (iHelm)
Head of UX
Guiding ship crews to operate more energy-efficiently; ~30% lower CO2 in early pilot tests.
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Game of Chores
Head of UX and Product Owner
Long before the rise of AI tools, we hand-coded and launched a consumer app to gamify chores.
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Göteborgs Stad
UX Researcher and Accessibility Auditor
Multilingual accessibility audit of goteborg.se, with close to 40 recommendations prioritized by impact and effort.
- Communities & societies
- Work & organizations
- Journeys & services
- Products & interfaces
My framework: The Pyramid of Design
The Pyramid of design is a framework I invented, to clarify my overall approach to UX and user-centered design. It helps us connect smaller parts to a bigger whole, and give our designs perspective, context, and meaning.
And the beautiful part? All levels of the pyramid - from how we design digital interfaces and products, to how we design and shape our communities and societies, need to be stitched together, as seamlessly as possible. That's how we create magic that lasts. And that's what I'm all about. How about you?
Mission
I want to contribute to a life that is meaningful, thoughtful, and inclusive, in the digital realm and in the flesh world. For my daughter Ilin, and for all of us.