I help businesses understand their customers, design with intention, and build experiences that grow. Strategy and execution — brought together.
They said it better than I could.
The problems I solve.
Most growth problems are understanding problems. I get close to your customers through interviews and research, then surface what's actually driving their decisions — and what's quietly getting in the way.
- In-depth customer & user interviews
- Persona development & segmentation
- Opportunity map with prioritized findings
You can have a great product and still lose people before they ever see its value. I map the full end-to-end journey, find where trust breaks down, and give you a clear picture of what to fix first.
- End-to-end journey mapping
- Experience audits & friction analysis
- Touchpoint redesign recommendations
A strong product loses to unclear messaging every time. I turn customer insight into positioning that actually lands — sharpening what you stand for, who it's for, and why it matters right now.
- Brand positioning & messaging strategy
- Value proposition & offer refinement
- Voice, narrative & content direction
Your website is where strategy meets the customer. I design and redesign digital experiences around how people actually decide and behave — improving clarity, flow, and the moments that convert.
- Website strategy, IA & redesign
- UX improvements & conversion optimisation
- Experience & flow design
Hi, I'm Sohana.
I'm a design strategist based in Gothenburg, Sweden. I've spent years working across hospitality, startups, digital products, and service businesses — always with the same question: what do your customers actually experience?
I get close to people, find what's not working, and help you do something about it. Strategic when it counts, human throughout.
Thinking out loud.
The fix is usually upstream of the ad spend.
Read article →
How to close the gap between what you offer and what customers understand.
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Where AI actually moves the needle — and where it doesn't.
Read article →Let's build something your customers love.
Whether you have a clear brief or just a feeling that something isn't working, I'd love to hear about it. Tell me where you are and where you'd like to be — I'll come back with how I can help.