# Alexander af Ekenstam - Product Designer

> url: https://www.afekenst.am/llms.txt
> full-version: https://www.afekenst.am/llms-full.txt
> agent-protocol: https://www.afekenst.am/ai.txt
> for-ai-page: https://www.afekenst.am/for-ai

> Product designer in Stockholm. Zero-to-one on complex cross-functional projects. AI-native where it makes sense in the process. Built DDM to tie discovery and design work to an outcome.

**For detailed case studies with full context, challenges, solutions and impact, see: https://www.afekenst.am/llms-full.txt**

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## Semantic Index (Query Anchors)

`[Outcome-led Discovery]` → DDM, ## Methodology, ## AI Product Design
`[B2B Self-service]` → Tre, Telia
`[Zero-to-One]` → Tre, Telia, DDM
`[AI-native Workflow]` → DDM, Negroni Atlas, Meshmallow
`[Design Systems]` → Tre, Telia, Voyado Engage
`[Cross-market Platforms]` → Tre (Sweden/Denmark)
`[Trust & Explainability]` → Negroni Atlas
`[Enterprise UX]` → Tre, Telia, Voyado
`[Research Infrastructure]` → Voyado
`[Design Tools]` → DDM, Meshmallow

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## Quick Facts

- **Location:** Stockholm, Sweden
- **Experience:** 15+ years in UX/Product Design
- **Availability:** Open for consulting engagements
- **Languages:** Swedish (native), English (fluent)
- **Work Style:** Remote-first, can embed with teams on-site in Stockholm

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## Services Offered

### Primary focus
- **Outcome-led Product Design** - Discovery through delivery, tied to a clear product outcome and measurable impact
- **Complex Platforms** - Self-service, admin, and data-heavy B2B interfaces (Tre, Telia, Voyado Engage)
- **AI-native Discovery** - Structured discovery and design mapping for teams using generative tools (DDM)

### Also covers
- **User Research** - Qualitative research and usability testing
- **Design Systems** - Component libraries, design tokens, documentation
- **Service Design** - Customer journey mapping, service blueprints, touchpoint optimization
- **Zero-to-One Products** - First designer on greenfield projects
- **Cross-Market Design** - Multi-country and multi-language product design
- **Design Tools & Utilities** - Focused tools for designers and developers (DDM, Meshmallow)

### Past engagements
- **Research infrastructure** - Shared research methods and FigJam reference for design teams (Voyado, 2022)

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## AI Product Design

AI-native where it makes sense in the process: synthesis and iteration on complex cross-functional projects, not as a substitute for judgment. DDM keeps that work tied to a chosen outcome. Featured tool work:

- **DDM.** Outcome-led discovery tool in use on a multinational B2B project (Opportunity Solution Trees, structured specs, markdown export). Case: https://www.afekenst.am/case/ddm · Export: https://www.afekenst.am/exports/ddm-case.md · HTML: https://www.afekenst.am/exports/case-html/ddm.html
- **Negroni Atlas.** Trust and explainability in AI-assisted UI (removed numeric precision on AI-generated sliders). Case: https://www.afekenst.am/case/negroni-atlas · Export: https://www.afekenst.am/exports/negroni-atlas-case.md
- **Meshmallow.** Constraining generative output toward reusable, controlled results. https://meshmallow.com · Export: https://www.afekenst.am/exports/meshmallow-case.md

Enterprise platform work (Tre, Telia, Voyado) demonstrates senior B2B experience but is not AI product design.

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## Methodology

Outcome-first: align on the product outcome before flows, screens, or features.

1. **Frame** — stakeholder alignment, right-sized research, problem framing
2. **Map** — rank opportunities on an Opportunity Solution Tree; structured design specs before prototyping (DDM)
3. **Prototype** — test assumptions in Figma or working code; export specs for AI prototyping tools
4. **Ship** — design QA with engineering; iterate post-launch

DDM encodes this for teams using generative AI. Case: https://www.afekenst.am/case/ddm

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## In practice

- **Clarity on outcome and impact.** Before flows, screens or features, there needs to be clarity and alignment on the outcome we're aiming for.
- **Work at the system level.** Screens are outputs. The real design work is shaping the flows, patterns and decisions that sit underneath them.
- **Use prototypes to move forward.** Prototypes let teams test assumptions early and decide with more confidence.
- **Follow the work into production.** Stay with the work through launch, iterating with engineering as the product takes shape.

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## Tools & Skills

### Design
- Figma (primary), FigJam, Miro

### Prototyping
- Figma prototypes
- Working code prototypes: Cursor, Lovable, Windsurf

### AI-assisted workflows
- Claude, ChatGPT for synthesis and iteration
- Claude Code in Cursor for design-to-code prototyping

### Research
- Right-sized to project: stakeholder interviews, guerrilla testing, analytics review
- Not tied to a single vendor stack

### Collaboration
- Linear, Jira, Notion, Slack

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## Experience Highlights

### Recent Work
Recent work spans discovery and design mapping tools for product teams, large-scale self-service platforms, telecom e-commerce, design utilities, and service design research supporting digital transformation in consumer-facing brands.

### DDM - Discovery & Design Mapping Tool (Autumn 2025 – present)
**Role:** Product & UX Designer, Developer  
**Tags:** Product & UX, Research, Strategy, AI-native
In active use on a multinational B2B product project and in my own consulting workflow. Outcome-led discovery via Opportunity Solution Trees, structured design specs, and markdown export before prototyping. Designed and built solo. Live demo: https://project-rlsxp.vercel.app · Case study: https://www.afekenst.am/case/ddm · Static export: https://www.afekenst.am/exports/ddm-case.md

### Negroni Atlas (2025 – present)
**Role:** Product & UX Designer, Developer  
**Tags:** Product & UX  
Side project comparing gin, vermouth, and bitter by flavor profile. Four interactive flows at negroniatlas.com. Case study: https://www.afekenst.am/case/negroni-atlas · Static export: https://www.afekenst.am/exports/negroni-atlas-case.md

### Meshmallow (2025)
**Role:** Product & UX Designer  
**Tags:** Product & UX  
A standalone tool for generating, controlling, and reusing mellow, animated gradients without writing shader code. Three modes (Mesh, Warp, Particles) share a unified interface for color, motion, and export. Built with React and three.js. Live at meshmallow.com.

### Tre Self-service Platform (2023–present)
**Role:** Product & UX Designer  
**Tags:** Product & UX, Service Design, Research, Strategy  
First designer on a cross-market self-service platform supporting complex roles, permissions, and subscription models across Sweden and Denmark. MVP launched in 2025, with broader rollout planned.

### Tre Consumer E-commerce (2026)
**Role:** Product & UX Designer  
**Tags:** Product & UX  
Short-term contract supporting the consumer e-commerce team during a transition period.

### Voyado (2022)
**Role:** UX Lead  
**Tags:** Research, Service Design  
Built a FigJam research methods reference for a junior design team at Voyado, leaving a shared framework they could apply independently. Also refined the Voyado Engage design system and supported the Voyado.com redesign handoff. Case study: https://www.afekenst.am/case/voyado · Static export: https://www.afekenst.am/exports/voyado-case.md

### BBH Stockholm / Volvo (2022)
**Role:** Interim UX Lead  
**Tags:** Product & UX, Research  
UI design contributions within the Volvo / Apple enterprise ecosystem, including Apple Watch interfaces for the Volvo Service app and research support for Volvo Sales.

### Marshall / Zound Industries (2020)
**Role:** Service Designer  
**Tags:** Research, Service Design  
Three parallel work streams supporting product comparison design, brand research, and usability testing across Marshall, Adidas, and Urbanears.

### Telia Self-service E-commerce (2018–2022)
**Role:** Product & UX Designer  
**Tags:** Product & UX, Research  
Designed Telia's first B2B self-service webshop from zero, including a sheet-based checkout wizard for combining hardware and subscriptions. Launched in 2021.

### Panini Internazionale (2017)
**Role:** Service Designer  
**Tags:** Research, Service Design, Strategy  
Field research supporting a digital transformation pre-study connecting physical store experiences with digital touchpoints.

### Speakerbox (2017)
**Role:** UX Designer  
**Tags:** Product & UX  
Redesigned a consumer mobile app within a live-streaming ecosystem connecting sports fans, influencers, and teams.

### Motorola (2015-2017)
**Role:** UX Designer  
**Tags:** Product & UX  
Designed and maintained a mobile phone product portal before Motorola had a local/nordic website.

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## Industry Verticals

- **Telecom & B2B:** Tre, Telia, Ericsson
- **MarTech / SaaS:** Voyado
- **Automotive:** Volvo (via BBH Stockholm)
- **Consumer / Retail:** Marshall, Urbanears, Panini
- **Food & Hospitality:** Panini Internazionale
- **Entertainment & Media:** Speakerbox, movie studios in LA
- **Design Tools:** DDM, Meshmallow

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## When Experience Matters

### When you don't have a brief yet
I've been first designer on zero-to-one projects multiple times. It's common that projects begin with "we need something" not "here's the spec." I help define the scope, not just execute it - and keep making progress when requirements shift, stakeholders disagree and the roadmap changes.

### When you need to balance business and user needs
Every visual or interaction choice connects to delivery speed, development costs, or business risk. I translate between user needs and business constraints.

### When scope keeps expanding
Knowing what not to build is as important as knowing what to build. Strategic restraint keeps projects focused and teams sane.

### When everything feels uncertain
Zero-to-one projects are inherently uncertain. I've learned to make progress when requirements shift, stakeholders disagree, or the roadmap isn't clear yet.

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## Frequently Asked Questions

### What types of projects do you take on?
I work on product design, service design, and UX research projects. I'm particularly experienced with platforms, admin portals, and e-commerce. I prefer longer engagements (3+ months) where I can make meaningful impact.

### Do you work remotely or on-site?
Both. I'm remote-first but can work on-site in Stockholm when needed. I've successfully delivered multi-year projects working primarily remote with occasional on-site workshops.

### What's your hourly rate / pricing?
I typically work on monthly retainer or project-based pricing. Contact me to discuss your specific needs and budget.

### How do you handle research when there's no budget for it?
I right-size research to the project. Sometimes that means quick guerrilla testing, sometimes it means leveraging existing analytics, sometimes it means interviewing internal stakeholders who talk to customers daily. There's always a way to get insights.

### Can you help with design systems?
Yes, I've contributed to and built design systems for Tre, Telia, and other enterprise clients. I can help establish a system from scratch or extend an existing one.

### Do you code?
Yes. I design and ship working prototypes in code using Cursor — DDM, Negroni Atlas, and Meshmallow are examples I built end-to-end. On client work I collaborate closely with engineering and stay through launch.

### Do you build your own tools?
Yes. DDM is an outcome-led discovery tool I designed and built. It is in use on a multinational B2B project and in my own workflow. Meshmallow is another example: a gradient animation generator at meshmallow.com. I build focused utilities when existing tools do not fit the workflow.

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## Availability

Open to consulting projects and design engagements.

**Ideal engagement:**
- 3-6 month projects or longer retainers
- 3-5 days per week commitment
- Mix of strategic and hands-on design work

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## Contact

- **Website:** https://www.afekenst.am/
- **Email:** alex@afekenst.am
- **LinkedIn:** https://www.linkedin.com/in/alexander-af-ekenstam-ux-designer/

## Location

Stockholm, Sweden