Software designer of 20 years.
Now also a builder.
Designer addicted to startup pace and small teams, specializing in building usable consumer products across multiple platforms, including mobile, web, and wearables.
I'm Viktor, a product designer from Sweden, now based in the U.S since 2013. I've spent 20 years designing software—most of that in health and fitness at companies like FitStar (acquired by Fitbit), Zero Fasting, Levels Health, and Mindbloom—and I'm currently at SuppCo, designing for trust in the supplement industry. I do best surrounding myself with growing early-stage small teams that emphasize speed and shipping.
A few years ago, my wife and I moved to LA. We started buying vacation rentals in the desert and made it a business. Building that taught me something different from designing software – it made me think about the whole pipeline: acquisition, operations, automation, unit economics. Not just user experience.
That transformation, along with AI now able to close the gap between design and engineering, changed what I could do on my own. Now I design and build entire products: native iOS apps, AI video pipelines, and membership sites, and I'm having the most fun I've had in my career doing it.
Zooming out, the design process hasn't changed much: research, explore, test, iterate. What changed is where it stops. For most of my career, I handed off specs or Figma files, then waited for engineering. If I wanted to code, I'd spend hours on StackOverflow or DMing for a fix that should have taken five minutes. The bottleneck was always the same: I saw what needed to exist but couldn't ship it alone.
AI broke that bottleneck overnight. Claude Code transformed me and everyone else from designers into builders. The speed isn't just coding faster—it's about context. Everything I use—Notion, Linear, Figma, Granola, Slack—connects through agents and MCPs. When I build, the tool knows the project history, design system, and decisions. I still explore in canvas-based tools to compare directions or to align with a brand system. But the gap between “I think this is right” and “it's live” vanished.
That matters more than it sounds. The best design decisions happen while building, not before. When I go from idea to working prototype in an afternoon—not a sprint—I test more paths, catch more edge cases, and toss more bad ideas before anyone else sees them. Fewer handoffs, fewer feedback loops, fewer compromises. I went from being a bottleneck in every startup to shipping products on my own.