About me
Hi, I’m Sofia
I’m a product designer in Gothenburg who designs with the client’s business in mind. Since 2021 I’ve designed a customer portal, apps and websites for MedTech, SaaS, industrial and consulting companies, from user research and information architecture to hi-fi UI in Figma, prototype testing and handover to developers.
My background is broader than most designers’. I’ve started and run businesses of my own, scoped, sold and delivered 20+ client projects through my consultancy Polu Design, and worked hands-on with marketing, branding and web. That helps me see what a design decision means for revenue, cost and customers, and which work gives the highest return.
Where it’s the most efficient route, I use established AI workflows, combining Figma, Claude Code and Obsidian for research, analysis and interface design.
Skills
What I do
Design
- Product design
- UX and UI design
- Interaction design
- Information architecture
- Wireframing and prototyping
- Component libraries
- Accessibility (WCAG)
- Design handoff
- Web design
Research
- User interviews
- Stakeholder interviews
- Customer journey mapping
- Usability testing
- A/B preference testing
- Surveys
- Desk research
- UX reviews
- Workshop facilitation
Brand & marketing
- Brand strategy
- Positioning
- Visual identity
- Content strategy and copy
- Social media
- Photography and video
Tools Figma & Figma MCP · Claude Code · Obsidian · Webflow & Relume · WordPress · Microsoft 365 · Google Analytics · Adobe Lightroom, Photoshop, InDesign
Off screen
Ocean first
I’ve coached freedivers to 30 metres on one breath in Indonesia, worked with one of the world’s leading freediving brands and swum with humpback whales. These days I chase waves whenever I can.
References
Kind words
“She independently planned and conducted user interviews where central processes were mapped step by step. It has been a pleasure having Sofia as part of the team.”
Henrik Gemoll
Founder & CEO, Textual AB
“Sofia is driven, proactive and always takes great responsibility in her work. If you get the chance to work with Sofia, take it!”
Kajsa Tunius
UX Design Consultant, Sigma Technology Experience
“Sofia put a lot of energy into understanding my values and my goal with my company. This resulted in a logo and design that delivered far beyond expectations!”
Jonatan Höst
CEO & Founder, Pixelum
Contact
Let’s talk
Think we’d work well together? Send me a message about your team or your next project, and I’ll get back to you.
Sofia Bågenholm
Designer & Founder, Polu Design AB
Gothenburg, Sweden / Remote
