Jan 2021 – Jan 2022 · 1 yr · Stockholm, Stockholm County, Sweden · Hybrid

• Created new design system and did all UX/UI and research for Yubico's new global e-commerce site

Jan 2014 – Present · 12 yrs 2 mos · San Francisco, California, United States

• Fiction is a digital experience agency and consultancy. Roles as UX Director, Design Director and Creative Director for agency and contractor gigs. Highlights:
• ✓ Yubico — Lead UX Designer (2021-2022)
• Created a new design system and did all UX/UI for the new global e-commerce site
• ✓ Doktor24 — Design Director & Brand Director (2021)
• Created Brand Platform for Sweden’s largest online doctor, tailored for global rollout
• ✓ SQLI Nordics — Head of Design & UX (2021)
• SQLI is one of the strongest players in the digital commerce market, with over 2200 people. Joel was responsible for design and strategy of the Swedish branch. His role was to nurture design thinking, business growth, and ultimately to establish, develop and oversee key services. Clients: Volvo, Apoteket, DeLaval.
• ✓ UX Director for Samsøe Samsøe and Envii (2016 - 2020)
• Created global e-commerce, omni-channel solutions, b2b platform, branding and design systems
• ✓ Peak Performance – UX & Design Director (2014 - 2018)
• Created global e-commerce, design system and digital eco-system, digital marketing, newsletters for all markets, and continuous site optimizations
• ✓ Björn Borg – UX & Design Director (2018)
• Rebranded and launched global site for Björn Borg. Oversaw project planning, facilitated workshops and stakeholder interviews, research, and ultimately responsible for design and UX execution.
• ✓ Nordnet – Director of Product Design at Nordnet (2016 - 2017)
• Coaching people across the company to build better products. Hired key talent while also establishing new design system, features and functionality. Managed UX designers, researchers, developers and product owners.
• ✓ Director of Product Design at Tele2 & Comviq (2016)
• Improved digital products across the business while coaching and mentoring the UX, product and marketing teams.

Jan 2011 – Jan 2013 · 2 yrs · San Francisco Bay Area

• As the Creative Director of the SF office, Joel managed global accounts and a 20-person strong creative team of UX designers and strategists. Joel focused on new business endeavors, team growth, branding and creative direction. Clients: Facebook, Google, Amazon, Oakley, The North Face, Reebok and JanSport.

Jan 2009 – Jan 2011 · 2 yrs

• Joel built the creative team for the Stockholm office, from the ground up, while also working in the London headquarters supporting UK clients. He was leading several pitch-wins, including Qatar Airways, Clas Ohlson, Telenor and Octopus Travel.
• Joel developed communication strategies, brand platforms, social media strategies and concepts, web sites, e-commerce, mobile and touchscreen solutions, campaigns, advertising and events. Joel was pivotal for the growth of SapientNitro (now Publicis Sapient) in the Nordics and was part of the leadership team and European Creative Directors.
• He built and coached a team of ACD’s, AD’s, UX/IA’s, designers, copywriters, developers and several contractors. Created project road maps, estimated efforts and budgets, wrote briefs, planned and facilitated numerous client workshops, conducted research and action plans.

Jan 2007 – Jan 2009 · 2 yrs

• Helped boosting McCANN’s digital capabilities by leveraging his unique skill set in interactive advertising, digital branding, social media, integrated campaigns, direct marketing, relationship marketing, and loyalty programs. Joel contributed greatly to the agency's reputation by winning multiple awards.
• Responsible for conceptualization, art direction, client presentations, and management of different creative teams and contractors. Clients: Saab, MasterCard, L’Oréal, Expekt.com, Opel, SEB, Scania, Telia, Cedderroth and Vattenfall.

Jan 2007 – Jan 2007 · 0 mo

• Responsible for web campaigns and digital communication. As an art director, Joel led integrated advertising projects and executed successful interactive campaigns while managing third party production companies as well as a team of in-house designers, junior art directors, front-end developers, back-end developers and producers. Clients: Swedbank, Svenska Spel, Lindex, Allers and other major Swedish companies.

Jan 2005 – Jan 2007 · 2 yrs

• Foreign had some of the world's best digital talents and created several interactive campaigns for global brands. Joel was a pioneer in online video experiences and awarded accordingly in international and domestic competitions. He created the world’s first interactive green-screen video production for Adidas Football, before the World Cup in 2006. Joel was responsible for setting up photo shoots, design, art direction, video editing, animation and retouching. Clients: Adidas International, BMW, H&M, Intersport, Absolut Vin&Sprit, Com Hem, etc.