Simon Asp

Led multiple UX design projects within login experience, data consent, and growth marketing experiments, leveraging data to measure and enhance user retention goals.

Designed a coherent login experience across all SVT's apps on various devices, including TV, web, and mobile, improving user accessibility and consistency.

Employed design thinking and growth marketing strategies to reach new audiences, aligning with SVT's governmental mission for education and availability.

Improved user experience and WCAG accessibility for a white-label booking engine by utilizing UX principles and heuristics to identify and fix several design flaws.

Established robust design processes, including design reviews and regular syncs, with product owners and developers to enhance team collaboration and efficiency.

Designed an MVP for a new booking-related service and developed a comprehensive design system for seamless handover to the newly hired UX designer.

Pitched and successfully led content creation for Åreguiderna's Instagram, becoming the primary contact for new content from the mountains.

Introduced a content management system, streamlining asset production and distribution to affiliated partners such as Salomon, Mini, and Lynx Snowmobiles.

Produced high-impact video content, achieving an average of 30,000 plays per top video, significantly enhancing social media presence and brand reach.

Launched the first testable MVP of a new public statistical tool within 2 months by applying a startup-inspired MVP mindset.

Introduced User Story Mapping and an iterative release process with user tests, enabling early changes and continuous product improvement.

Led the UX process, including workshops, wireframing, and UI design, ensuring the product met WCAG 2.1 AA accessibility requirements and achieved high user popularity.

Managed product strategy and developed visual adaptations in Angular, contributing to the successful public launch and widespread adoption of the analytics portal.

Designed and led the implementation of a scalable in-house A/B testing framework on top of existing APIs, enabling data-driven product development.

Introduced a user ID-based segmentation framework, allowing for targeted experimentation and compatibility with Mixpanel product analytics.

Created and ran three parallel user campaigns with varied rewards, providing insights to the sales team for new customer proposals.

Developed experiments for the sales team to identify new products for customers, enhancing strategic decision-making and market offerings.

Developed and user-tested a gamification concept, integrating challenges and achievements to enhance user stickiness and monetary rewards.

Increased second-week user retention by 6 percentage points (from 26% to 32%) through a significant experiment with new challenge features.

Designed new functionality for brands (e.g., Varta, Zespri) and managed A/B tests, providing analytics to customers for improved campaign performance.

Transformed the concept into a go-to campaign tool for Bower, used for driving behavioral goals and supporting sales team communications.

Implemented an AI solution to automate recycling location image review, reducing manual review time by 70% and improving user photo quality by 35%.

Led design work and built prototypes with an AI model from Peltarion, integrating the technology into the app and tutoring a master thesis student.

Won an AI competition held by Pelterion, gaining recognition from Microsoft for the sustainable application of AI.

Conducted user testing of the AI technology and created the final UI design, ensuring a streamlined and effective user experience.

Created a gamified UX flow for adding packages, leading to a 42% adoption rate among users who saw the functionality.

Increased the volume of user-generated packages by integrating the feature into the app's achievement system, fostering a sense of accomplishment.

Analyzed potential improvements and iterated the feature to increase the speed and volume of user-generated content, enhancing data collection efficiency.

Enabled the sales team to leverage the feature in conversations with brands, demonstrating value proposition and supporting partnerships.

Developed a stable front-end solution for the Tink Console product, enabling the creation of organizations and roles while ensuring robust security.

Integrated complex features including internal and external APIs, two-factor authentication, SSO, and OAuth2, ensuring comprehensive system functionality.

Led the implementation and testing of UX patterns, such as error message experiences and user flows, significantly improving user experience and usability.

Contributed to a component library in Storybook and created components with Google Material Design, ensuring consistency and reusability across the platform.

Improved open API documentation for Tink, making it user-friendly and understandable, enhancing the developer experience and adoption.