Every project begins with understanding how people move, decide, feel, and interact. The rest follows from there.
About
From designing Digital ExperiencesPhysical SpacesDigital Experiences with the same curiosity.
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Fieldwork · NCS Colour research, Stockholm
I didn't start with screens.
I started by learning how people move through spaces.
My background is in interior design, where I became fascinated by how environments influence behavior, attention, and experience. Over time, I realised the same questions existed beyond physical spaces.
The medium changed, but the curiosity stayed the same.
Today, I help teams better understand people through research, strategy, and human-centered design.
The work has changed. The questions haven’t.
Chapter one
Before the screens
Years studying how people move through physical space — before any of it became pixels.
This is where my experience-thinking began: learning how layout, material, atmosphere and movement shape the way people feel in a space. These projects are part of the foundation behind how I design today — not a separate portfolio, but an early chapter in understanding experience through form, flow and emotion.
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Material studies — handcrafted from scratch, down to the miniature furnitureMaterial board — every sample cut, paired and mounted by handSchool redesign — alternate angle of the handcrafted modelSchool redesign — a full scale model we built by hand, windows and allConcept development — translating ideas into physical space
These early projects shaped how I think today: every experience, whether physical or digital, starts with how people move, feel and make sense of a space.
Chapter two
The hotel that didn’t open
Challenge
A small hotel wanted to expand its reception area into a restaurant experience while maintaining both the existing reception and bar functions within a limited footprint.
My role
— Spatial planning
— Customer flow analysis
— Concept development
— Floor plan design
— Layout exploration
— Presentation models
What I learned
This was one of my first experiences designing around real constraints. I explored how people move through a space, how multiple services can coexist in one environment, and how design decisions influence behavior and comfort. Looking back, this project introduced me to many of the same questions I now explore in UX research and service design.
Flow analysis — mapping how guests move through reception, bar and dining zonesFinal floor plan — tables, lighting and circulationLayout study3D spatial modelBar & reception — material and atmosphere study
Looking back, I wasn’t designing rooms. I was learning how people move, decide, feel, and interact with their environment. Today I ask the same questions through research, strategy, and digital products.
How I Work
Start with people. Then design around what they truly need.
Based
Stockholm · Remote
Available
Q3 — Q4 2026
Selected work
Recent chapters
A small set of recent collaborations across fintech, mobility and fashion, each shaped by research, positioning and craft.
A qualitative research collaboration with NCS Colour during my final year of studies, mapping how architects and designers relate to AI in their practice — surfacing tensions between intuition, craft and computation, and translating fieldwork into clear, designable insights for teams building the next generation of creative tools.
20+ designers interviewed across Stockholm — insights now shaping NCS Colour's AI roadmap.
Contributing to the digital presence for Fidify — an AI-powered KYC & AML compliance platform for banks, fintechs and regulated institutions. I helped translate a deeply technical product into clearer, more executive-ready messaging built on trust and defensibility.
Reframed a 95-day KYC review as an executive-ready narrative — pages built to be forwarded to CFOs.
A full social and content strategy for a Netherlands-based car company — founder storytelling as the heartbeat, three audience cohorts, four content pillars and a platform-by-platform playbook across TikTok, Instagram, YouTube and LinkedIn.
Four content pillars and a per-platform playbook across TikTok, IG, YouTube and LinkedIn.
A full 2026 social strategy for a Milan-based fashion label founded by a former software engineer — five content pillars, a trilingual posting plan across IG Reels and TikTok, three hero scripts and the video edits that brought them to life.
Trilingual 2026 strategy with three hero scripts — founder story turned into a repeatable system.
Rooda listens for the things people almost say. Her research changed how our team framed the entire product.
Lead Researcher
Design lead · NCS Colour collaboration
"
She translated a deeply technical compliance product into a story our executive buyers could actually follow.
Fredrik Gröndahl
Founding team · Product & GTM · Fidify
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Strategic, calm, and genuinely curious. She made our brand sound like a person, not a press release.
Founders
Mobility startup
"
Rooda helped me step out of my comfort zone and own my story. She gave me the creative strategy to connect with my audience and turn my background into content that actually feels like me.
Hamda Wasserfallen
Fashion Designer · Nuux23
Practice
A quiet set of ways to work together.
Not a menu of services — more a description of how I tend to approach problems. Most engagements blend a few of these, shaped around what the project actually needs.
A note on how I think
A service is the sum of every small moment a person spends with you. My job is to understand those moments, connect them, and make the whole experience feel clearer — quietly, end to end.
Where this tends to begin
—People drop off and no one quite knows where
—Teams own separate pieces, but no one owns the whole journey
—Each touchpoint speaks in a slightly different voice
What the work tends to include
Journey mapping
Identifying friction points
Workshop facilitation
Opportunity mapping
Experience improvements
Best for
Organizations that want to make their service easier to understand, move through, and trust from beginning to end.
