Making every day life smoother for the family

Background – Telia Smart Family is an app designed to support families with everyday logistics and communication. I worked within an agile, cross-functional in-house team at Telia Division X.

Challange – A key challenge was ensuring the users’ needs were clearly represented and prioritized in the product backlog. The app needed stronger alignment with Telia’s broader ecosystem, while still maintaining a distinct Smart Family identity. When I joined as UX Design Lead, the design process was slow and fragmented, relying on Sketch and handovers via Zeplin.

Outcome – I transitioned the team to Figma, streamlining the design process and enabling earlier collaboration across disciplines. I designed and launched a major new feature – the Family Map – which quickly became the app’s most used. As a brand ambassador, I ensured visual consistency with the Telia brand, reviewing all illustrations and iconography. Working closely with the CMO and a growth hacker, we successfully elevated user needs as a core focus in both product and growth discussions.