Crafting strategies
that transform
businesses
I bridge the gap between design thinking and business strategy, helping organizations innovate
with purpose and create lasting impact through human-centered solutions.
UX-DESIGN
Driving Digital Transformation at HSB
Between 2019 and 2023, I worked independently with one of HSB’s major challenges: moving the organization toward a more digital way of working. I designed and developed the concepts for the Annual Report, Digital Board Support, and Financial Closing.
The focus was to create clear business value through increased efficiency, better accessibility, and improved transparency for all HSB members.
UX-DESIGN/WEBBDESIGN
How can we work digitally without offering
e-commerce?
Hans Allde needs a new modern website. They also wanted to increase their brand awareness and digital visibility but weren't ready to start e-commerce. Can we work digitally and increase sales without having to conduct online sales?
UX/CRO & SERVICE DESIGN
Boosting E-commerce Performance at Rusta
Can we increase AIK's digital revenue while simultaneously enhancing the overall customer experience for all football spectators through an official mobile app?
UX/CRO & CONCEPT DEVELOPING
How can AIK Fotboll increase its digital revenue?
Can we increase AIK's digital revenue while simultaneously enhancing the overall customer experience for all football spectators through an official mobile app?
ABOUT ME
Business Designer with a passion for meaningful innovation
I'm Alexander Parling, a Business Designer based in Stockholm with over 8 years of experience bridging the gap between creative thinking and commercial viability.
My approach combines design thinking methodologies with rigorous business analysis to create solutions that are not only desirable for users but also viable for businesses and feasible to implement.
I believe that the best innovations emerge at the intersection of human needs, business goals, and technological possibilities. This belief drives every project I undertake.
Core Competencies
Design Thinking
Service Design
Innovation Facilitation
User Research
Business Model Canvas
Stakeholder Management
Workshop Facilitation
Ex 2019 – 2023
UX-Designer
HSB - Affärsstöd
Between 2019 and 2023, I helped HSB move toward a more digital way of working by designing concepts for the Annual Report, Digital Board Support, and Financial Closing. The work focused on creating business value through efficiency, accessibility, and transparency for HSB members.
2023 -2024
Service Designer
Rusta
As a Service Designer for Rusta, I worked with the Unified Commerce team to improve usability and conversion across the e-commerce platform. Through user and data analysis, we identified key friction points and redesigned core flows such as navigation, checkout, and on-site search.
The work resulted in clearer structure, faster customer journeys, and improved discoverability of products and content. In parallel, we helped define a customer loyalty concept aimed at strengthening long-term engagement and repeat purchases.
2025 - Present
Delivery Lead / Business Designer
NEXER - Maverick
In my role within Maverick Care, I work as a Service Designer and Delivery Lead, supporting long-term client partnerships across web, product, and platform management. My focus is on creating structure and clarity between business needs, design, and technical delivery.
I lead ongoing collaboration with clients, translate needs into prioritised roadmaps, and ensure continuous improvement through data-driven insights and proactive service design. The work spans strategy, UX, governance, and day-to-day delivery, with the goal of maximising customer value while enabling scalable and sustainable solutions over time.
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Education
Digital Creative & Strategist
Berghs School of Communication
Here are some other mentions
Here I list a honoroble mention of older and smaller projects through my years in the industry.
