Länsförsäkringar
Primary UI designer on the B2B broker portal, design-system groundwork, and editorial illustrations that communicate complex products without looking like insurance.
I worked as a freelance consultant at Länsförsäkringar from 2018 to 2024, across three parallel tracks: a suite of illustrations for the consumer website, groundwork for LF's internal design system, and the redesign of Förmedlarsidan — the B2B portal for independent brokers — where I served as primary UI designer and carried a large share of the UX work too.
Drawing insurance — without making it look like insurance
I developed a suite of editorial illustrations in LF's established blue-and-red palette, built around a consistent 2px stroke weight. Each image had to communicate a product category at a glance — home, car, travel, finance, business, claims — while staying warm enough to work on a consumer website. The challenge was keeping every illustration readable at both large desktop sizes and scaled down to mobile crop.
On mobile
Insurance product pages are dense. The illustrations gave each page an immediate visual identity and helped users orient themselves quickly — especially on mobile, where the illustration appears before any body text.
Building the foundation
Alongside the illustration work I contributed to LF's internal design system — navigation patterns, icon libraries across multiple sizes (20, 24, 32, 40px and up), button variants, tabs, pagination, and breadcrumbs. All anchored to LF's blue-and-red palette and built to scale across a large organisation with many internal products.
Jag själv lackade ur en dag på avsaknad av ett stringent ikonbibliotek. Det speciella med just ikonerna på LF är att det inte går att skala upp och ned storlekarna på ikonerna, eftersom alla ikoner måste ha samma linjetjocklek. Ikonerna behövde också finnas i en uppsjö av olika storlekar (20×20, 24×24, 32×32, 40×40 & 70×40 …). Normalt sett hade man alltså löst det med att storleksförändra ikonen, men nu behövde jag manuellt rita om alla ikoner. Över 500 stycken. Det tog sin lilla tid …
A different register
Not all illustration work calls for the same voice. These pencil sketches were made to communicate ideas internally — showing scenarios and workflows rather than products. Looser, more narrative, deliberately rough.
A portal built for brokers, not customers
Länsförsäkringar sells a large part of its products through independent insurance brokers. The broker portal — Förmedlarsidan — is where those brokers go for everything: product information, forms, self-service tools, training, and news. I was the primary UI designer on the redesign, and ended up carrying a significant part of the UX work too.
From structure to surface
The wireframes established the information hierarchy and interaction patterns — tabbed registration flows, form layouts, document handling. The visual design then applied LF's design language on top: typography, colour, spacing and component behaviour.
Testing the structure against the organisation
Partway through, I ran two workshops — 30 September and 12 October — with five or six people from mixed roles across the organisation. Everyone framed their problems in the same format: the challenge is…, and it is a problem because… Then we plotted the results on impact against effort. Much of what came back confirmed decisions already taken in the design. The value was in the ranking: it settled the order of what to build first, and it meant that order came from the organisation rather than from me.
One layout, three product areas
Liv, Hälsa and Sak share a single composition: the offer as three entry points at the top, news in the main column, and a sidebar holding the things brokers come back for — access codes, the podcast, film clips. Assembling the areas from shared modules meant a new section could be added without new design work.
Designed here, launched later
Everything on this page is design work. My assignment ended in 2024 and Förmedlarsidan went live in May 2025, so these are the files as they left my hands rather than screenshots of production — some still carry placeholder content. The live portal is linked below; expect differences between the two.
(Och ja, jag ser saker som borde korrigeras i webbplatsen)