Hello! And welcome to Pinkpuffin.com

I am Rósa, a middle aged lady who lives in Stockholm with my husband of more than 30 years and a 14 year old son.​​​​​​​ PinkPuffin is the name I chose for my freelancing operation.

I am a social anthropologist with a PhD in Human-computer interaction from The Royal Institute of Technology, KTH in Stockholm and I have found my place in service design doing strategic design research and leading design teams. I have been freelancing since 2002.

I am fresh out of a Director of Product Insight role at Spotify where I built and lead a diverse and distributed team of user researchers based in seven locations in four different countries.

If you want to get in touch you can always call or text me using +46 70 3759585 or email me at rosa@pinkpuffin.com. You can also have a look at my LinkedIn profile.

I plan and conduct research activities, listening to and observing people, getting to know them, understand what makes them tick and what makes them happy. Or mad.

I enjoy the documentation, analysis, finding patterns in the material and figuring out what to do with the patterns to make people's life a little bit better. Or more fun.

Sharing results with stakeholders and colleagues in the design process is a challenge that I, as so many others, have thought about a great deal.

What is most important is that the stakeholders and the design team participate in the research, analysis and synthesis to make sure the insights are firmly established and internalised in the organisation.

I use the mode of communication that works best for the task at hand and the recipients of the material. It can be mindsets, user journeys, or something entirely new.

I have planned and conducted research around the globe in Sweden (på svenska), around Europe, Asia and North & South America, on various subjects such as music streaming, health care, disability, economy and finance.

I have also lead design teams in Sweden as well as distributed teams.

Please get in touch so we can discuss how we can work together. You can always call or text me using +46 70 3759585 or email me at rosa@pinkpuffin.com.

Pictures from research I conducted in Saudi Arabia, Singapore, Japan and the US.

Thank you for visiting! Don't hesitate to contact me. I am pretty nice (almost all the time).

Again. If you want to get in touch you can always call or text me using +46 70 3759585 or email me at rosa@pinkpuffin.com.