Three years of shaping both B2B and B2C journeys
I spent three years as a part of ice’s digital product teams, first working on B2C self-service (Min Side and the ice app), and later as the senior designer on the B2B team. My role was to make flows simpler and more reliable, so customers could solve things themselves instead of calling support.
Redesigning ice's B2B portal, Min Bedrift
On the B2B side, I led the redesign of Min Bedrift, ice's self-service portal for businesses. The original portal had a flat page structure that made it hard to navigate, so I started from the ground up: running card-sorting exercises, restructuring the information architecture, and working closely with stakeholders to define what needed to be there. I designed new components, refreshed the visual language, and built out flows for eSIM activation and subscription overviews. The redesign made the portal easier to navigate and gave admins a clear overview and real control of their subscriptions, reducing the need to call support.
Improving everyday flows for users
For B2C, I worked on Min Side and the ice app. I designed and improved flows such as home screen for iceMax, and consents. Many changes were small, but together they made everyday tasks smoother. Over time, the updates helped customers solve things themselves instead of contacting support.
Other contributions
I contributed to ice’s design system by helping shape new components and making sure accessibility standards were followed. I also ran sessions with other designers on how to apply WCAG in practice. Alongside product work, I created illustrations and icons that are still used in ice's digital surfaces. I also supported teams working on internal monitoring tools and got familiar with platforms like Salesforce.
