Profession:
UX UI & Product Design, Branding
Degree:
UX Design at IT-Högskolan (2025)
From:
Gothenburg, Sweden
Languages:
Swedish (native), English (fluent)
Resume
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My name is Sofia and I am a UX Designer from Gothenburg, Sweden.
My interest in UX firstly sparked through my background (and a huge interest!) within psychology, which has helped me understand and analyse people, needs and behaviours. This foundation naturally led me to UX research, where I apply these insights to empathise and create user-centered solutions.
I have always had a passion for ethics and creating a meaningful impact, and my lifelong creative side allows me to use my skills to create a positive change through UX Design. UX Design, to me, is beyond making a platform aesthetically pleasing. It’s about designing ethically, intuitively and accessible for more people. I view my profession as the one who bridges high value solutions for both the user and the business, and translating these ideas into beautiful visualisations.
My name is Sofia and I am a UX Designer from Gothenburg, Sweden.
My interest in UX firstly sparked through my background (and a huge interest!) within psychology, which has helped me understand and analyse people, needs and behaviours. This foundation naturally led me to UX research, where I apply these insights to empathise and create user-centered solutions.
I have always had a passion for ethics and creating a meaningful impact, and my lifelong creative side allows me to use my skills to create a positive change through UX Design. UX Design, to me, is beyond making a platform aesthetically pleasing. It’s about designing ethically, intuitively and accessible for more people. I view my profession as the one who bridges high value solutions for both the user and the business, and translating these ideas into beautiful visualisations.
Feel free to reach out and have a chat over a cup of coffee to discuss ideas and/or a potential collaboration!
How i leverage design as a business tool.
01 /
Strategy & UX Research
At the start of every project, I focus on clear communication and truly understanding your business goals, the problem, the users, and the broader context. Through interviews, observations, data analysis or other research methods, I identify needs and challenges to build a strong foundation that saves time and money, and prevents mistakes. This phase is driven by curiosity and open exploration, setting the direction for user-centered solutions.
01 /
Strategy & UX Research
At the start of every project, I focus on clear communication and truly understanding your business goals, the problem, the users, and the broader context. Through interviews, observations, data analysis or other research methods, I identify needs and challenges to build a strong foundation that saves time and money, and prevents mistakes. This phase is driven by curiosity and open exploration, setting the direction for user-centered solutions.
03 /
UI Design & Prototyping
While visual appeal can be subjective, I strive to create designs that feel intuitive and aesthetically pleasing to a broad audience. I’m especially focused on inclusive design principles, ensuring that visual and interactive elements are accessible and welcoming to all users. Through visual design and prototyping, I aim to craft experiences that are both elegant and considerate.
03 /
UI Design & Prototyping
While visual appeal can be subjective, I strive to create designs that feel intuitive and aesthetically pleasing to a broad audience. I’m especially focused on inclusive design principles, ensuring that visual and interactive elements are accessible and welcoming to all users. Through visual design and prototyping, I aim to craft experiences that are both elegant and considerate.
02 /
UX Design & Solutions
The architecture of a system is equally, if not more, important than how it looks and works. In this phase, I leverage design-thinking in the exploration of solutions. Often through brainstorming and workshops, but most importantly, by asking the right questions.
04 /
user testing & iteration
What motivates me most is creating design solutions that have a real, positive impact. It's not just about putting something out into the world, it's about understanding users, gathering feedback, making sense of it, and improving the design to truly meet their needs.
04 /
user testing & iteration
What motivates me most is creating design solutions that have a real, positive impact. It's not just about putting something out into the world, it's about understanding users, gathering feedback, making sense of it, and improving the design to truly meet their needs.
selected Experience.
selected Experience.
01.2025
/
Present
UX DESIGN CONSULTANT
FORE DEVELOPMENT / TOPIA DESIGN
Consultancy projects within sectors such like energy, transportation, logistics and health.
01.2025
Present
UX DESIGNER
FORE DEVELOPMENT / TOPIA DESIGN
Consultancy projects towards the energy sector, the transport sector and non-profit organisations. Gained experience within designing for sensitive users, expert users and B2B platforms.
01.2025
Present
UX DESIGN CONSULTANT
FORE DEVELOPMENT / TOPIA DESIGN
Consultancy projects within sectors such like energy, transportation, logistics and health.
08.2024
/
10.2024
UX DESIGN CONSULTANT
RESOURCE POINT AB / YUMFOODS
Full redesign of an E-commerce platform.
08.2024
10.2024
UX DESIGN LEAD
RESOURCE POINT AB / YUMFOODS
Full redesign of an E-commerce platform for a start-up.
08.2024
10.2024
UX DESIGN CONSULTANT
RESOURCE POINT AB / YUMFOODS
Full redesign of an E-commerce platform.
08.2023
/
06.2025
UX DESIGN GRADUATE
IT-HÖGSKOLAN
UX research, accessibility, wireframing, prototyping, collaboration, agile workflow, branding, and much more.
08.2023
06.2025
UX DESIGN GRADUATE
IT-HÖGSKOLAN
UX research, accessibility, wireframing, prototyping, collaboration, agile workflow, branding, and much more.
08.2023
06.2025
UX DESIGN GRADUATE
IT-HÖGSKOLAN
UX research, accessibility, wireframing, prototyping, collaboration, agile workflow, branding, and much more.
Services & Tools.
Your business goals in mind
As a UX Designer, I specialise in creating engaging, user-centric digital products and visual experiences that aligns with your business goals. My expertise spans a range of key design services, each aimed at delivering beautiful, accessible, and effective design solutions.
Digital Product Design
I can help you with designing websites, apps or digital products for physical screens from scratch, or help you to improve an already existing product. I specialise in user experience research & design, interface design, design systems, prototyping and a range of tools such as Figma (view tools below).
Brand Design
As a brand designer, I offer to create unique brand designs reflecting your business identity. I can help you build full design systems and guidelines for your business, to make sure your visual identity stays consistent, professional, and recognisable across all platforms.
Accessibility & adaption of EAA regulations
I also offer accessibility audits and design updates to help your business platforms comply with the new EAA regulations. By ensuring your digital presence is inclusive and legally compliant, you can avoid costly penalties while improving the user experience for all.
Figma
Framer
Cursor AI
Hotjar
Open AI
Illustrator
Photoshop
Lovable
Jira
TESTIMONIALS.
From the first day she started the Yum Foods project, Sofia has proven that she is a talented UX designer who brings creativity, passion, and a user-first mindset to every project she takes on.Having had the chance to collaborate with her, I’ve seen firsthand how her design skills—combined with her sharp attention to detail—create seamless, engaging user experiences. Sofia not only excels at UX research and design based in human psychology, but she’s also an amazing team player who brings positive energy to every challenge.Whether it's through her proficiency in Figma or her ability to solve complex problems with innovative solutions, Sofia is truly a beacon. Anyone looking for a driven, talented, and collaborative designer would be lucky to have her on their team!
IBUZOR OGBOWUOKANA | PROJECT LEADER
IT-Project Leader at Resource Point
I had the pleasure to work with Sofia in our in-house project (Yum Foods) where she was part of our UX/UI team working together with the development team. We already had a design of our Yum Foods portal but the new prototype delivered to us by the new UX/UI team was way better than what we had. We are happy to endorse Sofia for any future projects, we know she will be amazing and it was a pleasure to work with her. Her contribution to our project was priceless. We hope our paths cross again.
RISTO MITREVSKI | MANAGER
CEO of Resource Point
Sofia blends personability, an incredible work ethic, and a high bar for design quality to drive design projects forward.She is an incredibly valuable asset to any team, bringing both clear design thinking and high energy to the table.I highly recommend her, and anyone who has the chance to work with her should definitely take it!
MARK LINGONQVIST | MENTOR
UX Designer
I have had the privilege of working with Sofia on three different projects. She not only spreads enthusiasm and positivity, but her ability to see challenges as opportunities and deliver creative solutions is impressive. Sofia is not only an energetic and inspiring person, but also a great person to bounce ideas off when you're stuck. She is not afraid to tackle complex problems and can offer valuable insights and ideas. I am convinced that her passion for UX design and her ability to collaborate will make her an invaluable asset to any team.
NATALIE HARALDSSON | DESIGN COLLABORATOR
UX Designer
From the first day she started the Yum Foods project, Sofia has proven that she is a talented UX designer who brings creativity, passion, and a user-first mindset to every project she takes on.Having had the chance to collaborate with her, I’ve seen firsthand how her design skills—combined with her sharp attention to detail—create seamless, engaging user experiences. Sofia not only excels at UX research and design based in human psychology, but she’s also an amazing team player who brings positive energy to every challenge.Whether it's through her proficiency in Figma or her ability to solve complex problems with innovative solutions, Sofia is truly a beacon. Anyone looking for a driven, talented, and collaborative designer would be lucky to have her on their team!
IBUZOR OGBOWUOKANA | PROJECT LEADER
IT-Project Leader at Resource Point
I had the pleasure to work with Sofia in our in-house project (Yum Foods) where she was part of our UX/UI team working together with the development team. We already had a design of our Yum Foods portal but the new prototype delivered to us by the new UX/UI team was way better than what we had. We are happy to endorse Sofia for any future projects, we know she will be amazing and it was a pleasure to work with her. Her contribution to our project was priceless. We hope our paths cross again.
RISTO MITREVSKI | MANAGER
CEO of Resource Point
Sofia blends personability, an incredible work ethic, and a high bar for design quality to drive design projects forward.She is an incredibly valuable asset to any team, bringing both clear design thinking and high energy to the table.I highly recommend her, and anyone who has the chance to work with her should definitely take it!
MARK LINGONQVIST | MENTOR
UX Designer
I have had the privilege of working with Sofia on three different projects. She not only spreads enthusiasm and positivity, but her ability to see challenges as opportunities and deliver creative solutions is impressive. Sofia is not only an energetic and inspiring person, but also a great person to bounce ideas off when you're stuck. She is not afraid to tackle complex problems and can offer valuable insights and ideas. I am convinced that her passion for UX design and her ability to collaborate will make her an invaluable asset to any team.
NATALIE HARALDSSON | DESIGN COLLABORATOR
UX Designer
Social:
Location:
Gothenburg, Sweden
6:07:41 PM
Contact
sofia.joelson1@gmail.com
+46 704 833 123
©2025 Sofia Joelson
Social:
Location:
Gothenburg, Sweden
6:07:41 PM
Contact:
sofia.joelson1@gmail.com
+46 704 833 123
©2025 Sofia Joelson