Conversion Optimization
Redesigning a Conversion Funnel
Increased SQL conversion by +13.7% by leading UX improvements through A/B testing.
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Ali Norberg
UX & Product Designer
I design digital products that convert — grounded in research, built for humans.
Selected Work
Case studies
Design System
Building a Bilingual Design System
I built a comprehensive design system from the ground up: tokens to flows, with LTR and RTL support designed in from day one.
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Website Design
Launching a new Website
Designed and launched a platform connecting students with part-time job opportunities.
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Malmö, Sweden
About
Ali Norberg
I'm a UX Designer who sits comfortably at the intersection of design, tech, and user behavior. Originally from Stockholm, I moved to Malmö to study Interaction Design and loved it so much I stayed. Now I live here with my partner and our two energetic boys.
What drew me to this field was the mix of creative problem-solving and technical thinking. I've always been curious about how things work under the hood, whether that's code, systems, or human behavior. I chose design because I get to connect all of it.
Skills
UX DesignUI DesignUser ResearchCRODesign SystemsPrototypingWeb AnalyticsA/B TestingInteraction DesignAccessibility
Tools
FigmaJiraAsanaHotjarLyssnaGoogle Analytics 4VWOWebflowWordPressClaude (AI)V0 (AI)
My Approach
How I work
Four principles that shape every project I take on.
01
User-Centered
Every design decision starts with understanding real user needs and behaviors.
02
Data-Informed
I validate assumptions with research and measure outcomes with analytics.
03
Developer-Friendly
I design with implementation in mind, ensuring smooth handoffs and feasibility.
04
Outcome-Focused
I measure the impact of every design decision and iterate on what the data shows.