A product design leader dedicated to creating digital products that enhance experiences and positively impact lives.
Design leader with 20+ years of experience bridging user needs and business strategy through product design, service innovation, and team empowerment. Proven track record in leading cross-functional teams across global organizations like IKEA, Sony, Axis, and IBM.
I'm Petter Bjelm, a passionate UX and design leader with over 20 years of experience in user experience design, digital transformation, and customer experience strategy. I specialize in creating intuitive, scalable, and user-centered digital solutions that enhance both customer and co-worker experiences.
Currently, I lead the Omnichannel Customer Support UX team at IKEA, collaborating closely with product management, engineering, and AI teams to design and implement data-driven, accessible, and impactful digital experiences. My expertise lies in experience strategy, interaction design, user journey mapping, and prototyping — ensuring that digital products align with both business goals and user needs.
Leading a senior design team within Fulfilment and Core Services, focusing on strengthening the digital experience across the IKEA value chain. Guiding design strategy, enabling cross-area collaboration between Digital and Retail, and building shared understanding across product, engineering, and operations. Shaping ways of working, supporting designers in their development, and contributing to a coherent, human-centred experience across co-worker and customer touchpoints.
Lead design team and initiatives to deliver on IKEA's pre- and after-sales promise, enhancing coworker and customer experiences. Directed product strategy development, data-driven design for operational excellence, and AI tools like the Coworker Assistant and next-gen ChatBot with human-in-the-loop evaluation.
Leading design and research, needs for new co-worker tools and customer self-service solutions for the global customer service and support experience. And stepping in as Design Manager for the Customer Support design team, which with a human-centered and inclusive design approach, design seamless end-to-end experiences by making processes, tools and services for co-workers and customer the best they can be.
Lead the design work on several products and all aspects of the design process. Partnered with product management on strategy and scope.
Led research, planned and facilitated Design Sprints, UX research, and Service design. Digital transformation strategies for civil services and private organizations.
Led research, problem framing, and design thinking workshops. UX Lead for projects with IKEA, SONY, and SEB.
Design thinking facilitator, prototyping, wireframing, and interaction design. UX lead for OpenHack — coding for humanity.
Potsdam, Germany
Human-Computer Interaction
Erasmus Scholarship · Service Design and Data Visualization
Malmö, Sweden
B.Sc. Interaction Design
Service Design, Physical Prototyping, Visual Communication
Fukuoka, Japan
Japanese Language & Culture
Gothenburg, Sweden
Media Technician
Web Design & Development, Multimedia Production, Flash Programming, Film Production
Malmö, Sweden
Computer Science
Professional certifications and courses that keep my skills sharp and my perspective fresh.
SimpliLearn
Conversion Rate Optimization fundamentals
Pendo.io
Okrmentors
Objectives and Key Results methodology
Pendo.io
ProductHQ
Blanchard
AJ&Smart
IDEO
Design Thinkers Academy
Feel free to reach out for collaborations, opportunities, or just to say hello.