Tele2 Play
Tele2 Play
Tele2 is one of the largest telecommunications companies in the Nordics. Tele2 Play was a major strategic bet: launching a new streaming service to extend the brand beyond connectivity and into entertainment.
As Senior Product Designer, I was part of a small founding design team tasked with defining the service from scratch — shaping early discovery, onboarding and the design systems required to support a cohesive experience across mobile, web and TV.
Role
Senior Product Designer
Partners
Product Managers · Engineering Leads · Design Leadership
Focus
Early discovery · Multi-device design systems · Onboarding & interaction design
Timeframe
2018 - 2021
Tele2 Play was built under tight constraints. A small team of designers and a limited engineering group were responsible for defining a new product, brand experience and technical foundation simultaneously.
The challenge wasn’t just launching a streaming service — it was creating something credible, usable and coherent across very different devices from day one.
Early work focused on discovery: understanding how people browse, decide, and resume content across contexts. Living-room use demanded clarity and simplicity, while mobile and web required speed, density, and flexibility.
Rather than designing separate experiences, we focused on defining shared principles for navigation, content hierarchy, and interaction that could adapt across platforms without fragmenting the product.
I took ownership of the multi-device design system, establishing foundations that supported different input methods, screen sizes and performance constraints.
This included defining interaction patterns, component behaviour, and motion principles that ensured consistency while allowing each platform to feel native. The system became a key alignment point between design and engineering as the product scaled.