Let’s kick off Tuesday with meeting one of our OGs - Fredrik Jonsson - one of the main forces behind all things Voi and UX. Have a read about how he ended up at Voi as one of our first employees, the project he’s the most proud of, his creative process, and more. Now, let's tune in!

Your title “UX Concept Lead” sounds interesting – tell us more!

Interesting indeed, haha! Spoiler alert – on paper, my title is actually just “Concept Lead”. But since that doesn’t really say much in itself, and the fact that I mostly work with UX (“User Experience”)-related things for the Voi app (pushing pixels, and stuff), I’ve myself sneaked the "UX" into my title here on LinkedIn so it gets more self-explanatory. 😄

Tell us about how you ended up at Voi – weren’t you one of our first employees?

I was indeed one of the first ones! In early 2018, while I was working as a UX designer at a local recruiting firm, a friend whispered in my ear about the creation of a pitch deck regarding “shared e-scooters” (and my potential part in it). I think it was the first time I even heard the word “e-scooter”. After the idea was pitched to me, I couldn’t stop thinking about it, so I immediately ordered an e-scooter for myself, straight from the Segway factory in China.To be completely honest, I felt like a total dork riding around on that thing by myself in Stockholm. But at the same time, I really believed in the concept and I knew that I had to take the opportunity!

We heard you’re the mastermind behind the Voi logo, is that right?

Hahaha “mastermind” – thank you very much! However, you should’ve seen the first logos I suggested. Imagine a logo inspired by the old TV show “Robot wars”, with a sprinkle of "Tesla", dipped in a “corporate blue” color. It’s not something I include in my portfolio. 🥴

What’s your creative process?

I think it’s very important to identify the REAL “why” a feature needs to be built. If I can’t find a good “why”, it’s hard for me to even get motivated. So, after having spoken to stakeholders, developers, users and yada yada; I’ve most times gotten an answer I’m satisfied with. Then it’s time to jump straight into Figma (an interface design tool) and start dezigning (the fun part 😛).

Which project are you the proudest of?

The creation of the “Scan to ride” -button. Riders love tapping it – it brings so much joy! Jokes aside, we’ve recently started implementing the “Voi Design System 2.0”, which I’m very proud of being a part of. Stay tuned for more information. 🎨

And lastly – what’s your favorite workplace memory?

First launch in Stockholm, August 2018! All the summer’s hard work leading up to the “launch day-climax” — 200+ riders riding together for the first time, through Stockholm City with the launch party as our destination. 🕺That whole day is a fond memory very close to my heart. 💛