type exit or press esc to leave the terminal

/tɔːrbjɔːrn/

Hi, Torbjörn here — a Designer.
For over a decade I’ve worked across editorial design, brand and digital product, sometimes closer to strategy, sometimes closer to the craft. Based in Gothenburg.

Featured

About Me

Hi, Torbjörn here. Designer and product owner, based in Gothenburg.

A designer at heart, a product owner in practice. I draw the screens and help decide which ones get drawn — both form and priorities. Deciding what to build is design too, just earlier.

I also write about design, and try to make sense of how the work is changing.

Mostly about how it works in practice — tools, processes, the craft around it. Lately I've written What Wouldn't Collapse, The Spec Was Never the Point and The Grid, Inherited.

Get in touch if any of this is interesting.

What I've been up to

Work

2025 – Present

Product Owner & Art Director

Lokalguiden

  • Owns and prioritizes the product backlog for lokalguiden.se
  • Designs and specs new flows and interfaces — from idea to user stories
  • Leads the development team in two-week sprints (Scrum)
  • Drives traffic and revenue growth through data-driven decisions
  • Owns the design system and visual identity

2016 – 2024

Art Director

Lokalguiden

  • Brand identity, print, and web design
  • Led the rebrand of Lokalguiden (2020) — new logo, guidelines, magazine, and website
  • Built Lokalguiden's design system — design tokens, UI kit, and grid
  • Created brand identities for sub-brands: Fastighetsgalan and Nylokal
  • Restructured and redesigned key parts of the product (IA & UI/UX)

2014 – Present

Freelance / own studio

2013

Internship

Mecka, Borås

Overview

Product management

Backlog prioritization · User stories · Sprint planning · Scrum · Stakeholder management · Analytics (traffic & conversion)

Design

UI/UX design · Design systems · Brand identity · Wireframing · Prototyping

Tools

Figma · Adobe Creative Suite · GA4 & Data Studio · Notion (built a custom project & issue-tracking system)

Close to the code

GitHub & GitLab · Cloudflare · Google Search Console · API integrations · AI-assisted development (LLMs, MCP)

Selected clients

Zentropa Sweden · Göteborgs Stad · Mecka · Forsify · Vårdporten · I-Racket AB

Education

2014 – 2016
Master of Fine Arts in Design, Academy of Design and Crafts, HDK
2011 – 2014
Bachelor of Fine Arts in Design, Academy of Design and Crafts, HDK

Get in Touch

About

Torbjörn Hedberg

hi@tor-bjorn.com