The short version
- Situation: COVID testing for corporate clients (Apple, TV4). They had a logo but no brand identity. The website had poor flows. Each client had its own audit requirements.
- Real problem: The booking system had to layer over Sweden’s 1177 and E-hälsomyndigheten — legally required, Swedish-only, no third-party API. Plus: fixed clinics, a mobile truck with changing locations, variable nurse availability, and corporate audit standards demanding full traceability. Results delivered via secure email links requiring BankID to access.
- The solution: Brand-customizable booking flow over the national health platforms: client-branded site → BankID → health data registration (with manually-built translation layer) → location-aware calendar. One codebase, multiple skins, multi-language from day one. Test results sent via BankID-secured links.
- Outcome: Deployed for Apple, TV4, and others. ~20 min end-to-end, aligned with nurses’ sampling workflow. All audits passed.
- My role: Project Manager — team of 4. Creative direction, UX, and coordination across three parallel workstreams.
250+
Bookings in 2 months
~2 min
multi
BRAND & LANGUAGE
3
The booking system — layered over Sweden's health infrastructure
1177 and E-hälsomyndigheten were legally mandated for patient data — no bypass. 1177 was Swedish-only. We hired a specialized developer to build a manual translation wrapper that preserved compliance while making the flow multilingual.
Four integration points: 1) Brand-specific entry — one codebase, theming per client. 2) BankID — non-negotiable for health services. 3) Health data validation through 1177 + E-hälsomyndigheten, wrapped in our translation layer. 4) Location-aware calendar — fixed clinics plus a mobile truck with daily-changing positions and nurse assignments.
Test results were delivered via secure email links that required BankID authentication to access — closing the compliance loop end-to-end.
Brand identity — from logo-only to a multi-brand system
Legehuset had a logo but no identity — no design system, no visual language, no guidelines. I built a complete identity system engineered for extensibility: every corporate client expected their brand visible, but the healthcare trust signals had to come through regardless of which skin was active.
The flagship clinic was in Kista — one of Stockholm’s most culturally diverse areas. The brand had to reflect and respect that community: inclusive visual language, multilingual from the start, and imagery that represented the people actually using the service. Accessibility and cultural sensitivity weren’t afterthoughts — they shaped the identity from day one.
The campaign with Swedish singer Cherie was part of this strategy. Her broad appeal across demographics helped build trust and visibility in a community where healthcare access can carry its own barriers. Managing a brand launch rooted in inclusivity, a celebrity campaign, and a compliance-heavy platform build simultaneously was the coordination challenge.
In parallel, a brand campaign with Swedish singer Cherie to build awareness. Managing a brand launch, a celebrity campaign, and a compliance-heavy platform build simultaneously was the coordination challenge.
Compliance — audits meet dynamic operations
Apple and TV4 audit every step. The mobile truck complicated this — changing locations meant changing nurse availability and slot capacity, and the audit trail had to track all of it. Everything under GDPR compliance.
COVID test results were sensitive health data validated through E-hälsomyndigheten. Delivery had to be secure: users received notifications with BankID-authenticated links — no result was accessible without identity verification.
The ~20-minute end-to-end time came from aligning the digital flow with nurses’ physical sampling workflow — the confirmation screen matched the nurse’s check-in sequence so the handoff was seamless.
Reflection
The translation layer was the key decision. Automated translation or rebuilding 1177 from scratch would have broken compliance or taken months. The manual wrapper was the unsexy, correct answer — and the one that shipped on time.
Working with Apple and TV4 meant operating at their compliance standard — not ours. Multiple legal review sessions to verify every step matched what was promised. We ran a pilot that was rigorously evaluated, and deployed mystery testers throughout the service to validate that standards held under real conditions. Privacy, availability, and process alignment were all stress-tested before full rollout.
The biggest learning: when your clients audit at that level, the entire team has to internalize the process — not just follow it. Every handoff, every notification, every data flow had to be defensible.
Service Design
Product Discovery
Stakeholder Alignment
Compliance & Audits
Journey Mapping
Information Architecture
Multi-language
UXDesign System
Brand Identity
Creative Direction
Platform Integration
GDPR Compliance
Team Management
Multi-workstream Coordination