You can see an advertising campaign that on tv, print and other channels is close to perfect but often the Internet part of the campaign is rubbish. Too many people in the business still don't take Internet seriously.

Please give us a brief bio of yourself.

25 years and running. Born and raised in the countryside of Sweden. Working as an Art Director at McCann Oslo for just over a year now. Been working in the interactive field for 4 years.

What do you do for inspiration?

I listen to music and always keep my eyes and ears wide open.

Please list 3 of your favourite sites.

Microsoft made a smart move when they hooked up with the young comedian Demetri Martin for the Clearification campaignsite for Windows Vista. Proper fun. Demetri Martins' career doesn't look too bright after this though.

I remember that I was impressed by the unique look of Saab – Animal Vision when it came.

Google Analytics and all its addictive parameters.

What do you regard as being your biggest achievement?

Co-founding a web agency together with two other guys. Spending exactly all of my energy on small, unknown clients without making a single penny for two years.

What software couldn't you live without?

I'm sure I would survive but life would be much more of a struggle without TextEdit.

Who do you rate as being the top 3 design companies?

I like the "wide range kwality work" from Jesper Kouthoofd, Inc., Sandberg&Timonen and the perfect productions from Stylewar

Who is your target audience?

The target audience the project brief describes and some extra hits as well.

What area of web design lacks the most?

Ambitions. You can see an advertising campaign that in tv, print and other channels is close to perfect but often the Internet part of the campaign is rubbish. Too many people in the business still don't take Internet seriously.

What did your very first site look like? Is it still online?

I remember that it had leaves on it. Autumn leaves. That's pretty nice actually. Google "Jakob Nielsen" and try to find it.

Have you written any books, if not do you plan to?

I hope I will do. Soon. Maybe one about a homeless bird.

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

Yes. Definitely.

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

Flight tickets. Got to get my weekly dose of Sweden. And girlfriend.

It's been a privilege, thanks very much.

Thank you.