Say hello to Malin Bjelle!

Say hello to Malin Bjelle, Experience Designer at Ambition! Malin made a stellar impression during the recruitment process. Since I haven’t worked with her personally yet, I asked her project colleague, Johanna Hasslöf, for her thoughts:

“Malin will be an excellent addition to Ambition! She’s calm, results-oriented, efficient, and dedicated. On top of that, she’s both caring and supportive. She’s always eager to share her knowledge while continually striving to grow and learn more.”

Malin’s background is incredibly diverse and exciting, encompassing everything from 3D design to production management and, of course, UX and service design. The common thread throughout her career has been the design of experiences—both physical and digital.


Hi Malin! Welcome to Ambition! What are you most looking forward to?

– Thank you! I’m so excited! There are two things I’m looking forward to the most. First, finding the right environment is essential for personal and professional growth, and Ambition feels like the perfect fit for me. Second, I’m really eager to get to know all my new colleagues. I’ve already worked with several of them on past projects, and I can’t wait to become part of this amazing team. I’m confident I’ll learn a lot and that we’ll inspire one another.


What inspired you to pursue service design and UX?

– It wasn’t by chance that I ended up in this field. After many years in graphic production and operational management, I felt a strong desire to shift toward creating more tangible value for people. It’s incredibly fulfilling to work at the intersection of technology, creativity, and user experience and to make a real difference in people’s lives. For me, the combination of design, problem-solving, and human interaction is what makes every day so exciting and inspiring.


You’ve worked with companies like Skanska, Gekås Ullared, Jula, and Volvo Penta. Is there a project that stands out to you?

– That’s a tough one… Every project has been valuable in its own way. But if I had to choose, I’d say the ongoing assignment with Volvo Penta. It’s been both enjoyable and incredibly educational, providing me with opportunities for personal and professional development.

– One of the most rewarding aspects has been learning to navigate a large, complex organization, balance competing interests, build relationships, and collaborate across organizational boundaries. These skills are crucial for creating successful outcomes, yet they’re often overlooked. The fact that the organization is filled with such talented individuals has made the experience even more enriching.


Thank you, Malin! I can’t wait to work with you!


Malin starts in early January. If you already know you’d like Malin’s help with a project, reach out to Cecilia Brunemark.

Say hi to Fredrik Palmblad!

Say hello to Fredrik Palmblad, Service Designer and Experience Design Lead at Ambition!

I got to know Fredrik seven years ago. We were both at inUse and worked together on a client project. Time was tight, and the budget was limited, but the challenge we worked on was incredibly interesting. Of course, I’ve worked with talented service designers many times, but Fredrik is something special. His ability not only to solve complex challenges but also to visualize and communicate them is outstanding!

A lot of this is, naturally, due to his personal qualities, but part of it is probably also thanks to his background in product/industrial design. The ability to simply pick up a pen and, in just a few minutes, turn complex reasoning into clear ideas—whether digital or physical—is unbeatable. I was hugely impressed with the results when we last worked together, and I’m so thrilled that Fredrik is now joining Ambition!

Fredrik starts in early January. If you already know you’d like Fredrik’s help with a project, reach out to Cecilia Brunemark.