About me
My name is Lina and I'm in the "asking annoying questions" business. Oh sorry, I mean I'm an organizational psychologist, senior UX/service designer, and life-long nerd, who works in making people's lives easier, using tech and data.
It all started at the playground
The first time I realized I wanted to be a psychologist, I was nine years old and had just been elected student support representative ("kamratstödjare") on the school yard in my little Swedish home town. Since then, I have wanted to understand people and help them build better lives for themselves and each other.
After graduating from Lund University in 2012, I started as an educational psychologist in the public sector for seven years, a role that is largely organizational design: training, counseling and consulting principals, teachers and school staff to create healthy learning environments.
Then I started my own consulting, working with organizational psychology, diversity and inclusion, and the psychosocial work environment aspects of organizations. I also wrote and published my first two books during those years.
Moving into UX and service design
Around 2019, I really started missing having colleagues and a professional context beyond my home office. My tech interests and psychology skills led me into UX research and design - a field which, I soon realized, is about 95% psychology. Vocational colleges across Sweden asked me to teach user psychology, behavior and research, and I began consulting for tech startups in Gothenburg.
In 2022 i got hired by my current consulting firm Qestit and stationed at Volvo Cars as a senior UX Researcher and Scrum master. In February 2024 Qestit stationed me there again, as Experience Lead in the Digital Workplace department, and in November 2025 I transitioned to a Service Architect role. There I lead the shift from legacy IT support to user-centered, data-driven, AI-enhanced self-service for ~22,000 office workers.
Author: four books (so far)
- Kompetensklossar: ett nytt sätt att förstå arbete och samhälle (2026), with Emil Åkerö. A manifesto, with a touch of self-help, on the future of work and the workplace as a marker of identity and a source of meaning. Available at emilakero.se.
- Digital psykologi: forskning och klinisk tillämpning (2021). Anthology; I co-wrote a chapter with David Brohede on using motivation and behavior-design principles in digital therapy programs and interactive learning. Available at Bokus and Adlibris.
- Med normglasögon i behandlarrollen: utforskande i gränslandet mellan normer, makt och psykisk hälsa (2019). For psychologists and therapists, on bringing systemic, political and norm-critical perspectives into client work. Available at Bokus and Adlibris.
- Farliga prinsessor och ljuva monster: om normutmanande föräldraskap (2018). On how parents can raise independent, resilient children without limiting gender stereotypes. Email me to order a signed copy
Teaching: UX research, user psychology and data-driven design
Since 2020, I have had the privilege of teaching next-generation UX designers at Swedish vocational colleges (yrkeshögskolor). I have been a recurring guest lecturer on the UX design programs at Yrgo, Nackademin and IT-högskolan. At Hyper Island I was industry leader for a full course in data-driven design: I organized the course, set the curriculum, hired guest speakers, and graded the students.
Topics: user psychology and behavior, interview techniques, UX writing, qualitative methods, quantitative methods (surveys, A/B tests, user tests), research ethics, data-driven design, analyzing and visualizing user data, presentation and communication.
What teaching gave me: explaining my craft and working real cases with students kept sharpening how I approach my own work.
More projects
EV charging concept for Carmo (2021)
As a UX researcher and designer at Layer 10, I ran an exploratory study for a confidential client's app mapping EV charging stations in Sweden, combining user interviews, content mining, literature review and competitor benchmarking, and designed a high-fidelity prototype in Figma. The study informed the client's decision not to move forward at that time, in favor of other priorities. It showed how much further a handful of real interviews and some content mining go than guessing.
Proof of concept: forest fire surveillance
For a confidential client, I created the UX and UI for a sensor-based forestry surveillance system for use in emergencies, and acted as assistant project manager. The proof of concept was delivered; no visuals can be shared.
What I am looking for next
I want to use my talent stack of psychology, leadership, service design, and AI tech nerdery, to help organizations adopt AI in ways people trust and use. Working for a clear mission toward social sustainability and health is high on my wish list, because those values matter to me as a person and a professional. I am open to consulting and advisory assignments, hybrid from Göteborg or remote.
Behind the work
My mission is to build a world that is meaningful, accessible, and inclusive, in the digital realm and in the flesh world. My daughter Ilin is my most important stakeholder, and I do this for her and for all of us.
Let's talk
Email me at lina@bodestad.se or find me on LinkedIn, and let's schedule a coffee, virtual or in person, to talk about service design, AI adoption and UX research.