I got to be a part of the design team on Google Web Lab which was exciting for a ton of reasons. Proud of the product but just as proud to have been working with all the brilliant people behind it.  

Please give us a brief bio of yourself.

Grew up outside of Stockholm, Sweden. Discovered image editing software and started picking up some local freelance work. During swedish “high school” I did an internship for B-Reel in New York and when school was over I was employed by them in London. Stayed there up until a few weeks ago and currently I live in Berlin, co-founding Vamos.

What do you regard as being your biggest achievement?

Tough. “Achievement” in some sense suggests that one has arrived somewhere. That a challenge was completed. The greatest and most important challenges in my life tend to not end. On a less philosophical level: I’m very happy to finally see our app in the App Store.

How do you relax or unwind?

Play the guitar. Cycle.

What's your favourite part of your job? What's the hardest part of your job? What do you do when you get stuck?

Can’t think of a more satisfactory moment than when you think you might have a solution to a problem and you are just about to concretise. These are the moments when I’m the most curios, happy and focused.

The hardest part of my job is fighting my ego. It doesn’t make things easier that designers are somewhat allowed to have egos. We shouldn’t be. It makes nothing better and everything worse. 

I walk when I get stuck. 

If there are any pivotal experiences/decisions you could point to that helped shape your career, what would they be?

I recently left B-Reel, which is a world class production company where I was doing really well and loved the people. Didn’t have any pivotal experiences but there are a lot of routines in the advertising space that I don’t necessarily agree with. Not agreeing (even if just partially) with that industry certainly had a huge impact on where I wanted to go.

What software could you not live without?

Objective Development’s LaunchBar. If you’re a Quicksilver/Alfred user, consider the switch. If you don’t know any of these applications: you’re missing out.

How many projects does your company juggle at any one time?

Right now, just the one. I’m working on some personal projects as well but we are pretty busy as it is.

In terms of software, is there anything new you have been playing with lately or that has impressed you?

I haven’t had a chance to actually play with it but I think Diet Coda looks really interesting. There are a ton of fun, nice, simple applications for “next generation” devices: It’s nice seeing some attempts of creating professional software for something like the iPad.

Who is your target audience?

We are avoiding to define our target audience by age or gender but rather by a certain mindset. We try to reach spontaneous, outgoing and influential people.

What area of web design lacks the most?

Design software. Every day that passes by I can’t help but to think that Adobe’s monopoly on graphics software is hurting digital design. The damage is friction in the translation process from mind to screen. Good, responsive tools will be essential as we are shaping this new digital landscape.

Are there any websites that have shone through as being pioneering in the last 5 years or so?

Google Docs/Drive is constantly setting a standard for how online collaboration could look. Facebook have been doing a terrific job with their messaging service. These giants do a lot of unimpressive and uninteresting stuff too but in these areas they seem to be ahead of the game.

Looking 10 years in to the future, how far can websites go?

I think we will need more explicit terms than “website”. Think the Chromebook is really interesting for that reason, much more so than Android. 

Of all the websites you/your company have produced, which one are you most proud of?

I got to be a part of the design team on Google Web Lab which was exciting for a ton of reasons. Proud of the product but just as proud to have been working with all the brilliant people behind it.  

Do you think Flash is here to stay?


What are your views on design/graphic school. Do you think someone can get into the field without educational experience in a school environment?

I have not (yet, ha) attended any higher level education and so far I’ve been doing well. Obviously it’s possible in an increasingly portfolio driven industry. This is getting political but I think one of the biggest reasons one might go to a design school is to establish connections and some confidence. Of course you get to learn tons but there are multiple ways of doing that. Having a large network of people that can relate to the same professional world that I’m in is something I can miss, not being a graduate. 

How do you keep your finger on the pulse of the latest web trends?

I'm subscribing to a good number of RSS feeds. In terms of covering and explaining web trends I’d say that A List Apart is doing the most useful work.

There must be a project that you have always dreamed of doing, what is it?

Returning to my previous rant on Adobe: I’d like to make a graphic design tool. A real one. Something that doesn’t rely on a tool pallet from ’87 and a never ending filter drop down menu. Maybe I can’t do it better but I’m sure someone can.

What does the future hold for your company, or you as a person?

We have the opportunity to really pursue the potential of Vamos. We are working hard to be the best in this field. If we do it right we will be able to continue that work.

What are you excited about learning next and is there a long term challenge you are considering tackling?

As I’ve been doing increasing amount of app design I think it makes sense to learn  Objective-C. Having a fundamental understanding of how it’s constructed has helped out a lot so far but I’m confident that I can do a much better job if I had deeper knowledge about specific restrictions and possibilities.

What is the most expensive thing you have bought in the last week?

A kettle. 

It has been a privilege, thanks very much

Thanks for recognising the work we are doing. 



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