Hello there. I'm a
Multidisciplinary designer.
For over 10 years I've moved between strategy and craft. I've helped organizations navigate from concept to finished product by combining
design,
business value
and
technology.
About Me
Product Owner & Art Director based in Gothenburg. I bridge design and product strategy – combining UI/UX expertise with data-driven prioritization.
Hi! My name is Torbjörn Hedberg. I lead digital product development by owning the backlog, writing user stories, and running sprints – while maintaining design quality through my background in visual communication, UI/UX design, and brand development.
My unique strength is understanding both what users need and what drives business value. I've evolved from Art Director to Product Owner, giving me the ability to not only design solutions, but also prioritize what should be built and why.
I lead development teams through structured, agile processes while ensuring every release is both functional and beautifully designed.
Working in 2-week sprints with developers and stakeholders, I translate business goals and user needs into concrete features. My day involves backlog management, sprint planning, user story writing, design system maintenance, and analyzing traffic and conversion metrics.
Whether you need someone who can drive product strategy, lead agile teams, or create exceptional user experiences – I bring all three.
Feel free to reach out if you'd like to connect!
What I’ve been up to
Work
2025 – Present
Product Owner & Art Director, Lokalguiden
• Owns and prioritizes product backlog for lokalguiden.se
• Leads development team in 2-week sprints (Scrum)
• Writes user stories and requirement specifications
• Drives traffic growth and revenue through data-driven decisions
• Maintains design system and visual identity
2016 – 2024
Art Director, Lokalguiden
• Brand identity, print, and web design
• Led rebranding of Lokalguiden (2020) including new logo, guidelines, magazine, and website
• Created brand identities for sub-brands: Fastighetsgalan and Nylokal
• Redesigned admin interface (structure & UI/UX)
• Evolved role towards digital product design, UI/UX, and analytics
2014 – 2016
Freelance Designer
2013
Internship Mecka, Borås
Skills & Tools
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, Analytics platforms, Jira/project management tools
Selected clients
Zentropa Sweden / Göteborgs Stad / Mecka / Forsify / Vårdporten / I-Racket AB
Education
2014 – 2016
Master of Fine Arts in Design Acadamy of Design and Crafts, HDK
2014 – 2016
Bachelor of Fine Arts in Design Acadamy of Design and Crafts, HDK
Exhibitions
2015
Fotobok Gbg 15 (Gothenburg Photobook Festival) – A-venue, Göteborg
Exhibiting the Exhibition 2.0 – The Space, Göteborg
2014
HDK14 – Graduation Show HDK, Göteborg
2013
Framtidens Mässa – Svenska Mässan, Göteborg
2012
Svart Vit – Bildkällaren, Falköping
2011
Konstnatten – Turbinhusön, Tidaholm
Scholarship
2016
Wilhelm & Martina Lundgrens Understödsfond / Theodor och Hanne Mannheimers fonden / Göteborgs Slöjdförenings Projektstipendie / Adlerbertska Premiestiftelsen
2015
Estrid Ericsons Stiftelse / Adlerbertska Premiestiftelsen / Helge Ax:son Johnsons Stiftelse
2014
Adlerbertska Premiestiftelsen
Get in Touch
Torbjörn Hedberg
Gökevägen 14
422 43 Hisings Backa
hej@tor-bjorn.com
+46 (0) 702 - 56 20 90