2026 - present

Digital Advisor – Digital Strategy

Twoday · Gothenburg

I work with clients to understand where digitalisation, data and AI can create real business value. My role is to make sense of complex needs, bring together business, technology and human perspectives, and turn insights into clear priorities and strategic direction. This can include discovery, workshops, opportunity mapping, business cases and roadmaps — helping organisations move from ambition to action.

2026 - present

Senior UX Designer & Industrial Design Engineer

Twoday · Gothenburg

Working at the intersection of UX design and product development, focusing on user-centered innovation. I contribute to both new product development and the improvement of existing products, with a strong emphasis on usability and establishing UX guidelines for future design.

Working closely with engineering and product management, I translate needs into concrete solutions and help strengthen a more consistent, user-centred approach to product development.

2022 - 2026

Senior UX Designer & Design Lead

Prevas · Malmö

I led UX design in agile, cross-functional teams, with a focus on driving digitalisation in complex and regulated domains. My work spanned from early research to prototyping, detailed UX/UI design, implementation, and usability testing. I combined strategic thinking with hands-on design work and project coordination.


  • UX/UI Design in Industrial Systems at Uddeholm, Höganäs, Välinge and Cibes
    UX/UI design for production-critical systems with focus on usability, workflow efficiency, and operator safety. From research to final interfaces and a design system to ensure consistency and scalability across teams and products.

  • User Research and concept creation at Studentlitteratur
    User research, stakeholder workshops, and design concept development with focus on in-classroom usability.

  • Re-designing Prevas external sites
    Web development with focus on usability, accessibility, and responsive design, enhancing user experience while migrating the website to a new CMS.

  • UI Design for mobile applications at RCO
    Updating the visual design to improve usability and create a consistent experience.

  • Project Manager for product portfolio launch at BioGaia
    Aligning marketing, product, and regulatory teams to deliver high-quality, compliant results.

I led UX design in agile, cross-functional teams, with a focus on driving digitalisation in complex and regulated domains. My work spanned from early research to prototyping, detailed UX/UI design, implementation, and usability testing. I combined strategic thinking with hands-on design work and project coordination.


  • UX/UI Design in Industrial Systems at Uddeholm, Höganäs, Välinge and Cibes
    UX/UI design for production-critical systems with focus on usability, workflow efficiency, and operator safety. From research to final interfaces and a design system to ensure consistency and scalability across teams and products.

  • User Research and concept creation at Studentlitteratur
    User research, stakeholder workshops, and design concept development with focus on in-classroom usability.

  • Re-designing Prevas external sites
    Web development with focus on usability, accessibility, and responsive design, enhancing user experience while migrating the website to a new CMS.

  • UI Design for mobile applications at RCO
    Updating the visual design to improve usability and create a consistent experience.

  • Project Manager for product portfolio launch at BioGaia
    Aligning marketing, product, and regulatory teams to deliver high-quality, compliant results.

2017 - 2022

Global Product Developer

Essity · Gothenburg

As a Product Developer, I managed R&D projects for medical device-classified incontinence and feminine protection products. I led iterative, user-centered development processes in compliance with ISO 13485, from early concepts to launch. My responsibilities included:

  • Identifying user needs and product requirements.

  • Product design, including performance, usability and brand expression.

  • Prototyping and validating product features through user testing and data-driven decision-making.

  • Balancing user needs, sustainability, cost, and manufacturability while complying to regulatory demands.

  • Leading cross-functional development teams across design, testing, and launch.

Education

2012 - 2015

B. Sc. Industrial Design Engineering

Chalmers University of Technology, Gothenburg

Bachelor thesis at Sahlgrenska University Hospital: Designed a product concept to improve and simplify hand hygiene practices, aiming to reduce healthcare-associated infections.

2016 - 2017

M. Sc. Industrial Design Engineering

Chalmers University of Technology, Gothenburg

Master Thesis at Essity: Illustrated a user journey map by investigating usability issues in feminine pads and liners through research and testing, and proposed an improved product design.

Master Thesis at Essity: Illustrated a user journey map by investigating usability issues in feminine pads and liners through research and testing, and proposed an improved product design.

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If you’d like to collaborate, I’d love to hear from you

Connect

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Contact

holmstrom.moa@gmail.com

Moa Holmström — Senior UX Designer & Industrial Design Engineer

If you’d like to collaborate, I’d love to hear from you

Connect

LinkedIn

Contact

holmstrom.moa@gmail.com

Moa Holmström — Senior UX Designer & Industrial Design Engineer

If you’d like to collaborate, I’d love to hear from you

Connect

LinkedIn

Contact

holmstrom.moa@gmail.com

Moa Holmström — Senior UX Designer & Industrial Design Engineer