Erik Westerdahl

Working professionally in the field of Service Design since 2012 for a wide variety of clients. Always in close collaboration with co-workers and the clients cross-functional teams. Usually in a mixed role of Service Design Lead and Senior Service Designer. This is my portfolio.


Holistic analytical ability to understand complex services and create detailed and implementable solutions. Specialized in the field of customer and internal insight driven digital service design through Service Design and User Experience Design methods.

TV4 Fotbollskanalen

The largest Swedish source of football news needed our expertise to help them build their new app and website. This app has since then won several prices, been nominated to some of Sweden’s most prestigious design awards and been downloaded over 563,000 times!


Sweden’s biggest newspaper and the most visited Swedish website with over 5,700,000 unique visitors a week, needed our expertise to help them combine their quantitative data with qualitative data to better understand their visitors and create new visitor segments. We created 4 real time monitored segments, in the form of behavioral groups, that replaced Aftonbladets old static personas.


A start-up Swedish mobile carrier needed our expertise to help them develop a new business model and an app. The development of both were done in close collaboration with Wifog and their customers. It resulted in an sponsored system where the user could gather more cellular data for free by answering surveys, watching ads, shop online and recruit friends.

HSF, SKL & CeHis

Needed our expertise to increase the attendance to the national preventive cancer control initiative with +5%. Our project identified several touch-points of improvement and developed conceptual solutions. This far, one of these concepts have been implemented, resulting in a +14,4% attendance.