Robin Grönholm
Product Strategist & Design Lead
This document presents selected materials that show how I approach problem-solving, decision-making, and measurable product impact.
Contents:
Me
I’m a UX/CX Strategist & Product Design Lead specialising in lifecycle-driven experiences and complex service ecosystems.
My work spans strategy, research, and interaction design – bridging design and engineering to transform complexity into clarity
Outside of work
- Two wonderful kids
- Lives in a 1920s villa in Långbro, Älvsjö
- Enjoys renovating and spending time in the garden
- Music enthusiast, multi-instrumentalist and concertgoer
- Skateboarder
- Food and drinks (a life goal is to become a certified sommelier)
- Runner
Recommendations
Here are my most recent recommendations listed. You can also find these on my LinkedIn-profile posted in the “Recommendations” section.
I can highly recommend Robin after our collaboration at Afa Försäkring (May 2023 – Dec 2025). He is attentive, always open to ideas, and gives clear, straightforward feedback in a respectful way.
In the development of “Mina sidor,” his fresh thinking around design and structure has made a noticeable impact on the overall experience. He sees opportunities where others see limitations and manages to combine creativity with practicality exceptionally well.
On top of that, Robin is a genuinely great colleague—positive, generous, and reliable. He’s the kind of person you want to build a team around.
Daniel Säflund, Product Design Lead Designsystemet at Afa Försäkring
At Afa Försäkring (May 2023 – Dec 2025), Robin has spent nearly three years working on a major pre-study for a new intranet, as well as improving the design, functionality, and user flows of the logged-in services for our policyholders. From research through design, he has contributed to a significant uplift of a digital product as part of its modernization.
Robin is highly skilled at documenting his work and sharing information clearly with others. He enjoys visual planning and makes it easy for those around him to follow his thinking, understand his ideas, and see how he structures and plans the work ahead.
He is also confident and comfortable in presentation settings, presenting his work and concepts to audiences in a clear and professional manner—always well prepared. Robin quickly familiarizes himself with new contexts, absorbs new information efficiently, and adapts easily when conditions change, even in complex situations.
Socially, Robin works very well with others and collaborates smoothly across teams. He is easy to work with and contributes positively to a strong and constructive collaborative environment.
As an additional strength, he also has solid frontend development skills, which are highly valuable in a UX role. This makes collaboration with developers more effective, as Robin understands the technical language and can discuss solutions and ideas already at an early stage. I can warmly recommend Robin as a UX designer and would gladly work with him again in the future.
Linda Seitzberg, UX Manager / Team Lead and PO Designsystemet at Afa Försäkring
It has been a pleasure working with Robin (Mar 2024 – Dec 2025). One of his greatest strengths as a UX designer is his strong technical competence. He quickly understands the technical constraints and opportunities within a project, which ensures that his design proposals are always highly feasible and efficient to implement. He elevated the vision for “Mina Sidor”, which has been a great success. He is easy to collaborate and bounce ideas with, and a genuinely pleasant person to work with.
Joacim Gunnarsson, Frontend Lead Mina sidor at Afa Försäkring
Featured work
Psst. More to come – work in progress…
Other
This section highlights some of my own initiatives that I’ve designed, built, and continue to develop — projects driven by curiosity, experimentation, and real user needs.
Piloterna.se
Piloterna.se is your platform for recruiting test participants (“test pilots”) for user research. It brings together people who want to take part in user interviews, prototype tests, concept validation and other UX-focused studies. Over 2000 registered members.
It’s used to:
- recruit the right participants for the right type of test
- manage communication and information to participants
- provide clear terms and a privacy policy for test pilots
- support a structured approach to gathering user insights
In short: A platform that connects organisations with test participants for user testing.
Thefortress.se
This is a pro bono project where I designed and developed the website for The Fortress, a non-profit initiative focused on supporting pregnant teenagers in Uganda. The work covered everything from concept and UX design to visual identity and technical implementation.
Veikei.se
Veikei is an initiative exploring how secure identity, trusted payments, and clear terms can create a safer and more transparent marketplace for holiday rentals in Sweden.