UX Lead | Leadership Coach | Strategic Consultant

With over 20 years of experience in UX design, product development, and leadership, I help organizations deliver exceptional digital experiences and build high-performing teams. Based in Stockholm, I combine technical expertise with strategic thinking and cultural intelligence to drive measurable results.

UX Leadership & Design Strategy

I lead cross-functional teams to deliver user-centered solutions across e-commerce, healthcare, public sector, and telecom. My approach integrates research, design systems, and strategic planning to accelerate delivery and improve user satisfaction. I help businesses transform ideas into successful products through user research, interaction design, and strategic product management. My services include product strategy and roadmapping, requirements definition and acceptance criteria, information architecture and interaction design, usability evaluation and optimization, digital transformation initiatives, and vendor management and stakeholder coordination.

Core Competencies:

• Design Systems & DesignOps: Implemented unified Figma design systems at Azets, reducing design-dev handoff friction and accelerating delivery by ~50% while improving UI quality

• Service Design: Led end-to-end discovery-to-delivery at Maverick by Sigma, achieving ~200% efficiency uplift through Design Thinking integrated with Agile practices

• UX Research: Mixed-methods research, usability testing, discovery synthesis, journey mapping, and persona development

• Team Leadership: Managed 10+ person teams (UX, UI, front-end) at Azets and Arbetsförmedlingen, achieving ~3× improvement in satisfaction scores

• Accessibility: WCAG 2.2 compliance and inclusive design implementation

• Strategic Planning: Roadmapping with OKRs/KPIs, backlog prioritization, and cross-border delivery coordination

Proven Results:

• Apotek Hjärtat (2023): Managed cross-functional UX initiatives and customer-feedback synthesis to optimize B2C touchpoints

• 1177 Vårdguiden (2014-2015): Service Manager for Sweden's national healthcare platform serving 6-6.5 million monthly visits (grew to 12 million by 2019). Reduced operational waste and raised satisfaction. Winner: Web Service Award 2014 – Mobile Website

• Arbetsförmedlingen (2016-2017): UX Lead directing strategy across multiple product lines, implementing unified design system that reduced friction by ~50%

• Scania (2011-2012): Led intranet redesign resulting in ~500% increase in employee satisfaction. Conducted global benchmarking with 1,900 participants

• Boxer & Teracom (2012): Delivered personas and prioritized improvements leading to 300% efficiency

• Jordbruksverket (2010-2011): Homepage redesign increased customer engagement by 500%

• Swisscom Bluewin TV (2003-2006): Led UX for IPTV platform launch reaching 60-70k subscribers within first year, achieving up to ~500% improvement on targeted flows

Tools & Methods: Figma, Miro, Jira, Confluence, GA4, Looker Studio, Hotjar, Optimal Workshop, Design Thinking, Agile/Scrum/Kanban, A/B testing, NPS/CSAT/CES

Coaching & Leadership Development

As a certified coach with diplomas in Leadership and Coaching, I help professionals and teams navigate change, improve performance, and achieve their goals.

Coaching Services:

• 1:1 Professional Coaching: Goal-setting, performance improvement, career transitions (~20 professionals coached)

• Team Development: Facilitating psychological safety, communication, and collaboration

• Leadership Training: Conflict management, stakeholder engagement, decision-making frameworks

• Workshop Facilitation: Design Thinking, retrospectives, OKR alignment, feedback processes

• Organizational Development: Change management, diversity & inclusion initiatives

Coaching Approach: Evidence-based methods drawing from attachment theory, schema therapy, and conflict management. I provide direct feedback with empathy, challenging clients to reach their potential while offering genuine support.

Credentials:

• Advanced Diploma in Leadership (2022, Långholmens Folkhögskola)

• Foundation Diploma in Leadership (2018, Långholmens Folkhögskola)

• Professional Coaching Certification

• Facilitation Training (Fridhems Folkhögskola, 2019)

• UGL (Development Group) Leadership Course

Background & Experience

20+ Years in UX & IT: From Usability Specialist to UX Lead. Authored nine Customer Experience reports at Forrester Research (2006-2007).

International Expertise: Worked across Switzerland (2001-2008), Netherlands (2006-2007), and Sweden (2008-present), leading cross-border teams and coordinating delivery across Nordics, UK, and Lithuania.

Let's Work Together

Whether you need strategic UX leadership, IT consulting, team coaching, or facilitation services, I bring proven results, cultural intelligence, and a commitment to excellence.
🔗 LinkedIn: linkedin.com/in/zayera

Location: Stockholm, Sweden
Work Preference: In-person or remote, open to international projects