Gösta Åbergh

With over 15 years of experience in the realm of design, I’ve journeyed from my origins as a digital designer to evolve into a seasoned senior product designer. Along the way, I’ve taken on roles as a manager and design director, each step enriching my understanding of how design intersects with business and technology. To me, design isn’t just about aesthetics; it’s about deciphering genuine customer needs while navigating the intricate web of business and technical dependencies to deliver real value.

https://www.linkedin.com/in/gostaabergh/

Com Hem

Customer Service – Support

In designing the Customer Service support pages, our primary objective was to empower customers to easily access pertinent information, enabling them to resolve their issues effectively.

Through user testing, we gleaned insights indicating that customers sought personalized avenues to locate information, whether through browsing, reading, or contacting Customer Service directly. Our aim was to accommodate these varied preferences and enhance the accessibility of our support platform accordingly.

My contribution:
  • Concept and Visual Design
  • Hypothesis for User testing
  • Information Architecture
  • Guidelines and branding
  • Design System

https://www.comhem.se/kundservice
https://www.comhem.se/kundservice/bredband

Com Hem

Purchase flow – Broadband

Procuring a broadband product presented numerous challenges, including displaying prices and products to ineligible customers and difficulties in comparing different options, resulting in significant drop-offs. As a designer, I recognized the imperative of simplicity and the pivotal role of providing a clear overview.

This understanding influenced the design choices, such as ensuring pricing transparency and presenting all available price plans within easy reach. Consequently, the redesign yielded a remarkable 24% increase in online broadband sales revenue.

My contribution:
  • Concept and Visual Design
  • User Experience and Information architecture
  • User testing
  • Concept proof of viable, desirable and feasible product.

https://www.comhem.se/bredband

Com Hem

Campaign – Com Hem Tv Hub

Upon the launch of our new TV box, we encountered the imperative to communicate its benefits to our customers in a compelling manner.

This TV hub represented a significant leap forward in the market compared to its predecessor. However, it was missing a key feature that many of our customers cherished: the ability to record their favorite shows.

My challenge extended beyond merely promoting this innovative smart TV box; I also aimed to shift our customers’ viewing habits. Despite this hurdle, the launch proved to be a resounding success, with 369 units sold within the first five days

My contribution:
  • Concept and Visual Design
  • User testing
  • User Experience
  • Information architecture

https://www.comhem.se/tv/tv-hub

Tele2

E-care

Combining the tech stacks of Com Hem and Tele2 presented technical hurdles, but the real challenge was melding their brand identities into a cohesive Tele2 experience. It needed to be familiar to existing customers yet enticing to new ones, all in record time. Collaboration was key, ensuring that technical integration and brand messaging aligned seamlessly. This approach allowed us to navigate complexities, preserve brand essence, and deliver a fresh, unified offering swiftly and successfully.

 
My contribution:
  • Research, Concept, Information Architecture and Visual Design
  • User Experience
  • User-testing and prototyping
  • Branding

NTGIT

Crafting a SQL tool for generating output sans coding skills.

Designing an interface for SQL users felt like embarking on a thrilling maze adventure! I had to carve out a path that’s smooth sailing for HR or sales teams, yet exhilarating for SQL aficionados. Cue in two modes: Simple for the newcomers, and Advanced for the SQL wizards. It was like juggling design blocks while riding a rollercoaster, but having stakeholders as co-pilots made the journey exhilarating. Without their guidance, I might have felt like a lone explorer lost in the coding wilderness! Plus, explaining the design to developers with deep SQL knowledge was like guiding them through a new dimension of creativity.

My contribution:
  • Stakeholder management
  • Understanding tech and client needs
  • Information Architecture
  • Visual Design

 

 

Nordic Outdoor Adventures

Mobile Application
My redesign of the Nordic Outdoor Adventure app focused on improving both usability and visual appeal. I revamped the Information Architecture for easier navigation, reduced cognitive load by grouping related information, and simplified the color palette to enhance user focus. These efforts resulted in a more intuitive and engaging experience, encouraging users to explore and enjoy outdoor activities.

 

My contribution:
  • Research, Concept, Information Architecture
  • Benchmarking
  • Visual Design

Tele2

Mobile Application

The task extended beyond rebranding the existing Tele2 app; it involved seamlessly integrating additional Com Hem products. My aim was to enhance visuals for our primary Tele2 customer base, enticing them to explore additional offerings while conveying the competitive telecom landscape. User testing was not just beneficial, but imperative, ensuring our strategy aligned perfectly with customer needs and industry demands.

My contribution:
  • Research, Concept, Information Architecture and Visual Design
  • User Experience
  • User-testing and prototyping

I want to clarify that while I didn’t create the video below itself, all of the content and screens used in the video were sourced from my work on the Tele2 app: 

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