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Henrik Hellström

@henrikhellstrm

Senior Product Designer at Sembo, Stena Line Travel Group, who improved booking flows and built AI-supported product experiences.

Sweden

Message

At Sembo, Stena Line Travel Group, I improved booking flows and customer journeys, simplified the design system, and developed AI-supported workflows for UX writing, tone of voice, and translation. I also ensured WCAG compliance ahead of the EU accessibility requirements.

Today, I design, prototype, and develop client work and my own digital products, including Livsindex, a service for comparing places to live, and Trove, a personal knowledge wiki using Claude and Gemini APIs. I bring UX/UI design, UX writing, accessibility, and frontend development together, using AI-assisted workflows to move from research and prototypes to working products.

Experience

Work history, roles, and key accomplishments

Current

Senior Product Designer & AI Product Builder

Current

Self Employed

Jan 2026 - Present (10 months)

Recent client work alongside own digital products, designed, prototyped and developed end to end.

AI assisted Design UX UI Design Prototyping Frontend Development Design Systems

Senior UX/UI Designer

Sembo, Stena Line Travel Group

Jan 2024 - Jan 2026 (2 years)

Improved key booking flows and customer journeys, simplified and scaled the design system, and developed AI-supported workflows for UX writing and translation.

UX UI Design Design Systems AI Workflows UX Writing WCAG

Product Designer, freelance

Shida

Jan 2023 - Jan 2024 (1 year)

Led end-to-end product design for a super app, including research, UX strategy, prototyping, and design system. Contributed to a product demonstration that helped secure USD 700,000 in venture capital.

Product Design UX Strategy Prototyping Design Systems Information Architecture

UX/UI Designer

Västtrafik

Jan 2021 - Jan 2023 (2 years)

Designed an administrative web system, developed a design system with version-controlled guidelines, and introduced live collaborative design sessions.

UX UI Design Design Systems Figma Confluence Information Architecture

Digital Designer

Collector Bank

Jan 2018 - Jan 2021 (3 years)

Raised app rating from 3.2 to 4.6 through comprehensive redesign, developed design systems and implementation guidelines, and assisted with brand design and motion production.

UX UI Design Design Systems Mobile Design Brand Design Motion Production

Senior Partner and UI/UX Designer

Big Hat Agency

Jan 2014 - Jan 2018 (4 years)

Led design and digital strategy for clients in e-commerce, finance, and consumer brands. Developed brand identities and produced motion and animation for digital campaigns.

UI UX Design Digital Strategy Brand Identity Motion Design

Education

Degrees, certifications, and relevant coursework

KY Grafisk Webbutveckling

KY Grafisk Webbutveckling, Web Design

Two-year programme combining visual communication and web design with HTML, CSS, JavaScript, server-side programming, multimedia and interactive design. Received an Adlerbertska award for academic achievement.