Role Lead Product Designer, Front-End Developer, and Strategy Lead Overview Wifog is Sweden’s most affordable MVNO, delivering mobile subscriptions with a strong focus on simplicity and value. I led the design and front-end work across both mobile apps and the website, while also owning product strategy and operational execution across the end-to-end user journey. The Challenge Wifog needed a complete redesign and strategic repositioning to support growth. The product experience was fragmented and inconsistent across web and mobile: Onboarding was confusing and slow SIM order flow lacked clarity and trust signals Subscription management and cancellation were inconsistent The product lacked a unified design system and scalable UX Operations lacked a clear product roadmap and structured delivery process At the same time, I planned and launched a new offering: Wifog Zero, a mobile plan fully paid for with loyalty points. This required a clear UX and strong operational readiness. My Role & Responsibilities I owned design, front-end execution, product strategy, and operational leadership across the entire platform. Strategy & Ops Defined product roadmap and priorities Aligned stakeholders across business, marketing, and engineering Built operational processes for delivery and execution Coordinated releases, feature rollouts, and ongoing improvements Design Led the redesign of apps and website Created user flows, UI patterns, and interaction design Built a scalable design system and shared component library Front-End Implemented key UI components and flows Ensured consistent UX across platforms Collaborated closely with engineering for performance and stability Core Goals Increase conversion and reduce churn Improve usability across the subscription lifecycle Build a scalable UI system for web and apps Launch Wifog Zero with a simple and clear UX Establish product strategy and operational excellence The Process 1. Research & Discovery I mapped the full user journey and identified the highest friction points: Onboarding confusion Unclear pricing and value Lack of visibility into subscription status Complicated cancellation flow These insights shaped the redesign priorities and ensured the product improvements were grounded in real user needs. 2. User Journey Redesign I redesigned the full journey from: Ordering a SIM card Activating the plan Managing subscriptions Canceling the service Key improvements included: Clear steps and progress indicators Trust signals in pricing and contract terms Simplified navigation and consistent interactions Better error handling and feedback 3. Wifog Zero Launch Wifog Zero required a UX that could explain a unique concept clearly and guide users through a new purchase flow. The experience was designed to: Explain how points work Show real value and savings Guide users through activation and management Keep the flow simple and fast 4. Design System & Component Library To support scaling and consistency, I built a shared design system across web and mobile: UI components for buttons, forms, cards, navigation Standardized typography, spacing, and color Interaction patterns for onboarding and account management Shared component library for faster iteration 5. Operations & Delivery I introduced structured processes for product delivery: Defined roadmap and priorities Coordinated releases and feature rollout Implemented regular stakeholder alignment Managed performance metrics and product improvements