I am a Product Transformation coach enabling empowered teams, effective organisations and successful products since around 2017. I have experience helping the end user of a product or service as a UX designer, servant leader, team facilitator and teacher since 2001. For me, it is equally important to build the right product as to build it in the right way, including making everyone feel awesome in the process.
Amongst many, I usually utilise these methods:
- Co-active & Integral coaching
- Professional coaching, facilitating and advising
- Process-driven, Result-driven, Value-driven and Peaceful Transformation
- Vertical facilitation
- The Leadership Circle coaching
- Organisation and Relationship Systems Coaching
- Enterprise coaching
- Servant leadership
- Training from the back of the room
- Design Thinking
- Interviewing and active listening
- Co-creation
I have extensive knowledge in the following areas:
- Agile mindset and methodology
- Organisational development
- Adult development
- Leadership development
- Team development
- Team collaboration
- Team topologies
- Product Strategy
- Product Discovery
- Product Delivery
- User Experience
- User Research
- Interaction Design
- Lean Startup
- Lean UX
I can see myself in any of these roles:
- Transitional and transformational coach
- Organisational developer
- Product Model coach
- Transformation assessor
- Team coach, Agile coach, Scrum master
- Personal development coach
- Leadership coach
- Agile and UX mentor
- Trainer and teacher
- Workshop facilitator
- Innovation facilitator
Freelancer/consultant in my own company Holistic Transformation since 2013 as a coach, trainer or designer. From 2013 to 2018 under Crisp and from 2019 to 2020 under Zington. Assignments larger than a few weeks listed below:
- Product coach, Odevo
Mar 2025 – Apr 2025Developed the product discovery capabilities in the Odevo product teams through training and coaching.
- Personal Development coach, House of Evolution
May 2024 – NowDeveloping people through personal coaching and training, in partnership with House of Evolution.
- Product Development Transformation Coach, EQT Motherbrain
Nov 2023 – Apr 2024Changed the focus of the Motherbrain platform team towards business impacts, customer value and user value, through training, assessing the organisation and supporting the team’s transitions as well as concurrently developing the people.
- Transformational Coach, King
Jan 2021 – May 2023Guided the transformation of King’s backend organisation Core Platform into a more product-focused one, through teaching and coaching Product Discovery and Agile, supporting Product Managers, and helping teams and individuals to develop both their skills and their mindset. The teams learned the mindset very well along the way and could change the process when needed on their own.
Case study - Product Discovery and Agile team coach, King
Sep 2020 – Dec 2020Helping Candy Crush Soda organisation with Product Discovery through teaching, coaching and facilitating, as well as being Agile team coach for one of the Soda teams.
- Transformational coach, SVT
Aug 2018 – Jun 2019Helped SVT Play group transform from individual teams with a strong sense of “I”, to one big “WE” team, as well as structuring their way of working around Product Discovery. Afterwards, the teams had a clear and effortless way to do SVT Play-wide work. There was harmonisation between teams, platforms and also user and software interfaces through alignment around a roadmap.
Case study - Transformational Coach, Genero Solutions
Jan 2020 – Jun 2020Helping the whole Genero company to solve their growth problems by transforming into a more agile and collaborative organisation, including coaching the leadership team, through a thorough organisational assessment and co-creation of solutions. The leadership and the employees saw the problems of the whole organisation clearly and could prepare for the upcoming transformation.
Case study - Product Discovery & LeanUX Coach, King
Jan 2020 – Apr 2020Teaching Product Discovery and LeanUX for the King Shared Tech organisation and Candy Crush Soda teams to increase their agility.
- Agile & Lean UX coach, Snow Software
Jan 2018 – Jun 2018Helped introduce Product Discovery to key people in the company, such as product managers, sales leads and tech leads, as well as coaching and mentoring a group of UX and research people. Also taught UX methods to cross-functional delivery teams. The competencies development at Snow led to a change of view in the company as a whole, starting a transformation journey towards a more customer-centred organisation. The training gave them enough skills to perform qualitative research complementing it with their previous quantitative and through that finding new business opportunities.
Case study - Agile team coach, SVT
Jan 2018 – Jun 2018Helped the SVT Children’s department, developers and journalists, to collaborate better and continuously improve their processes, through agile coaching and training. The shared language around improvement gave the most impact in the team, giving birth to fruitful discussions in adjacent areas as well as acting as a catalyst for change within. The team found new practices that helped them raise the quality of their deliveries. Today, the previous members of this team are advocating for change when needed in their new teams.
Case study - Teacher Agile & Lean UX, Nackademin
Nov 2017 – Dec 2017Taught courses in Agile (including Scrum, XP, Kanban), UX (including Design Thinking) and Lean UX (including Lean Startup) for two classes of UX designer students
- Agile & Lean UX coach, SVT
Aug 2017 – Oct 2017
Helped the new SVT Sports app team with becoming highly effective and efficient through creating a strong culture of collaboration and a clear LeanUX process. Afterwards, the team managed one one the smoothest digital product releases in the history of SVT. They continued to tackle problems with excellence through their well-balanced teamwork. The team also acted as mentors as their way of working became viral in the organisation.
Case study - UX coach, AcademicWork
May 2017UX coach for a development team, teaching and coaching Lean UX, which helped them efficiently connect with their users.
- Transformational coach, GfK NORM
Apr 2017 – Dec 2017Agile transformation coach for a development team, teaching and coaching Scrum, collaboration methods and culture. Afterwards, the team could work autonomously analysing their own process problems and easily identify which problems that they could solve and which they couldn’t. This information helped the CTO to restructure his work force in a more efficient way.
Case study - Agile coach, UX designer, UX strategist, Bonnier News/Expressen
Sep 2016 – Mar 2017, May 2015 – Dec 2015Agile and Product Discovery coach for a large development team, helping build an internal publishing tool both through being a UX strategist, UX designer and foremost helping the team to collaborate effectively.
- User Researcher & UX designer, Travellink
May 2014 – May 2015User research and redesign of a tool for business travel booking.
Case study - UX Designer & Coach, Magine
Feb 2014 – Apr 2014Coached a team to collaborate with other teams, as well as helping out doing UX design for the purchase flow of the Magine TV app.
- UX Coach, Qwaya
Aug 2013 – Mar 2014Coached a few individuals in user research / UX interview techniques and how to facilitate different kinds of UX workshops.
Case study - UX Researcher & Designer, Episerver
Aug 2013 – Oct 2013Researched and designed a new search app within the EPiServer CMS system.
Case study
- Employee coach and Mentor, Zington
Aug 2019 – Jul 2020Part-time coaching and mentoring UX consultants within Zington Xperience to develop their competencies and support them in their consultant assignments.
- Product Owner and UX Designer, EPiServer
2013
Responsible for the user experience in EpiServer CMS (version 7.5). Conducted user research and usage test to validate new functionality. Created interaction design for this new functionality. Acted product owner to give maximum support to the CMS team.
Case study - Senior Usability Expert, Cint
2010 – 2013
Responsible for the UX process, creating and presenting UX deliverables and metrics, acting as product steward together with product manager, working closely with agile teams and doing usage tests with clients. Helped deciding minimum viable products and releases using Lean Startup and Lean UX methods. The role was part product (and UX) design strategist, part user researcher and part interaction designer. Also helped out with agile work processes and general problem solving. - Product Design Expert, Reachr (through Cint)
2012
Helped with starting up the product design using Lean Startup methods, conducted user research, validated the minimum valuable product with usage tests, created interaction design, and acted as a product discovery guide during the startup phase. - User Experience Consultant, Kentor
2010
Assigned to Swedish Pensions Agency as an interaction designer and requirements analyst, working in an agile team with a new web service concerning housing supplements for pensioners.
Case study - Interaction Designer Hitta Mäklare
2010
Interaction design and information architecture for a new version of hittamaklare.se
Case study - Program Manager & Lecturer, KYH
2009-2010
Responsible for managing the 2-year study programme of Agile Web Developer in both Stockholm and Gothenburg, as well as teaching agile (Scrum, XP, Lean, Pomodoro) and usability (information architecture and agile user experience design). - Usability Engineer, GE HealthCare AB
2009
User-centred analysis, design and validation of chromatography systems. Agile planning and coaching (mostly Scrum).
Case study - Agile Project Manager & Interaction Designer, Astando
2008
Requirements analysis in agile projects and GUI evaluations. - Lecturer, Department for Science and Technology, Linköping University
2002-2008
Head of a bachelor of science education programme aiming towards mobile services. Teaching user experience design, usability, interaction design, traditional and agile systems development (mainly Extreme Programming), foundation language programming (in Ada), web development (in HTML/PHP) and software quality. Educational design and planning.
- Teacher’s assistant, Department for Computer and Information Science, Linköping University
2001
Assistant in Software Engineering and Ada-programming - Thesis Worker, Xpedio Linköping Ubiquitous Research Center
2001
Thesis work about measurable usability goals and prototyping for mobile phones
- Founder and arranger, UX open
2011 – 2018
Unconference UX open and its offspring.
Read more here - Dance instructor
2005-2011
Freelancing dance instructor in Lindy Hop and other swing dances including arranging dance camps, for Linköping Rhythm & Swing, Ebba Dansklubb, Vasadansarna and Swing på Universitetet. - Head of the committee for student reception at Linköping Institute of Technology
2002-2004
Working with questions concerning development of the student reception, education collaborations and equal opportunities for new students joining an education programme at Linköping Institute of Technology
Working with Martin is not amazing; it is marvellous. I had the pleasure of working with him for a year at King. During our time together, he successfully coached senior product managers to improve daily at work and with their products (including myself). Additionally, Martin did uncountable workshops to support the product I managed to grow and evolve at the organisation. He is great at capturing and supporting people in a way that I admire a lot.
I have worked with Martin in different settings – he has been working in the same team with me as a Product Discovery coach as well as a Personal coach for anyone in the Product or UX roles, including coaching me. Martin has a positive attitude towards helping others grow and he makes sure that people have understood the concepts before continuing. He is very easy to talk to and every single interaction with him has helped me in either getting different perspectives, excelling in the product craft or growing my personal skills. I hope to get a chance to work with him again!
Martin has worked with my team delivering a workshop on product discovery and delivery, personal development sessions and was part of the team to observe interview and compile organizational insights and recommendations. Martin has put together valuable materials throughout these engagements, collecting insightful content from the most relevant and reputable schools of thoughts – presenting them in a compelling, interactive and inclusive way. Their contributions are always backed by their extensive experience, science and the the wisdom of thought leaders. I highly recommend Martin as an invaluable external perspective to level up your product organization!
I worked with Martin during his time at King and cannot express how effective his coaching sessions were for personal and team development. Martin met with myself and other King colleagues weekly to allow each team member to grow within their scope as individuals who collaborate in an intertwining organization. Any company or team that is looking for an Agile & Product Discovery coach can find no better candidate.
Martin was a great colleague to have and also mentor as I moved to my new career in UX. His knowledge and approach to teaching enabled me to look at my personal development in ways I’d never considered. Truly grateful for the time we got to work together and would highly recommend his skills!
Martin has been so important for the product transformation we want to achieve (still in progress) in our organisation (Game infrastructure at King). He joined us at the beginning of this journey (approx 2-2.5 years). We’ve been educated and coached, from product discovery tools to integral theory, from leaders to teams to individuals. Personally, he has been one of the main pillars to help me grow as a Product Manager, I’ve learnt so much about Product Discovery and Development, and it’s invaluable the trust and encouragement I got from him. He hosted a Deliberate Developing Cohort, as a participant I treasure the tools I got to handle complex situations and take deliberate and thoughtful actions. His contribution and perspective have been game changing for our organisation.
I’ve had the chance to work with Martin at several companies, and it’s always been a great experience. He’s a friendly, humble, and skilled agile coach who brings real value to teams and organizations. If you’re looking for support with agile ways of working, product development, or leadership coaching, I highly recommend him!
I very much appreciate Martin for his knowing and honest wisdom. He’s been able to bring structure to my team without ending up in the one trick pony situation as most of us easily would do. All the sessions he arranged felt very productive without being stressful or animated
Hire Martin if you want to make your teams better. I had the pleasure of having him as a coach a few years ago and his approach to coaching was an eye-opener, the main one being what non technical skills that teams need to work well together and how to do them better.
I worked with Martin and hired him as expert consultant in agile, UX, Product Discovery. He has the excellent skill to combine training and exercises with coaching and mentoring. He trained our RnD department in basic Product Discovery and User Research techniques and combined that with expert coaching of our UX team. I would love to work with him again and strongly recommend his expertise, you won’t get disappointed.
Martin has a brilliant ability to develop the people around him and create good conditions for team collaboration, both as agile coach and UX designer. He is sincere and constructive in his way of questioning and giving feedback, skilled at facilitating retrospectives and workshops as well as good at prioritizing and focusing on the right thing at the right time. Martin has helped me tremendously in my development as both UX designer and team member. It is a luxury to work close to a coach who gladly and constructively shares his knowledge and experience.
No single person has ever helped me develop so fast, in so little time. From being a person with really low self-esteem, and no sense of being an initiator at all, Martin and his words transformed me into a better, more confident human being. I highly recommend Martin for his ability to encourage and aid people when they need it.
Always there to give great and helpful advice when we’re in need of it! I really appreciate that you are a part of our team!
I was a part of hiring Martin at Cint and also been his direct manager. Martin has been a part of bringing our product suite interfaces from an average level and below to top notch in the industry. This is crucial for a SaaS company to make interfaces that our clients understand and find enjoying to work with. I have personally learned a lot from Martin, both when it comes to UX and user research, but also regarding agile methodologies. Martin always work for continuous improvement and to release the product clients and users really wants and that solves their problem.
- Professional Scrum Product Owner (PSPO)
2025
Fredrik Wendt, ProAgile, Stockholm - Organisation and Relationship Systems Coaching (ORSC Module 2)
2025
Chris Howell, CRR UK, Online - The Leadership Circle [TLC] Certification
2024
Leadership Circle, Online - Organisation and Relationship Systems Coaching (ORSC Module 1)
2024
Nairy McMahon, CRR UK, Online - Advanced Agile Masterclass
2023
Alistair Cockburn, Heart of Agile, Copenhagen - TRANSFORMED
2023
Marty Cagan, SVPG, Stockholm - Coaching the Coaches (in Product Discovery, Leadership, Transformation)
2022
Marty Cagan, SVPG, London - Enterprise Coach Mastercamp (ICP-ENT, ICP-CAT)
2022
Michael Hammon & Michael Spayd, Collective Edge, Online - Immunity to Change
2022
Bob Kegan, Minds at Work, Online - Wardley mapping
2021
Ben Mosior, Online - Integral Coaching Fundamentals
2021
Chris Alder, Integral Coaching Canada, Online - Agility in the Enterprise (ICP-ENT) (with Agile Integral and Transformation)
2020
Michele Madore, Trans4mation, Stockholm - Certified SAFe 5 Agilist
2019
Stockholm - Leadership Agility from the inside out
2019
Transformational leadership through sense-and-respond methods
Michael Hamman, Stockholm - Coaching Agile Teams 2.0 (ICP-ACC)
2017
Agile Coaching Institute, Stockholm - Bikablo Basic Visual Facilitation
2017
Bikablo Akademie, Stockholm - Training from the back of the room
2014
Crisp, Stockholm - Customer-centred Service Design
2014
Transformator Design, Stockholm - Certified Product Owner
2013
Scrum Alliance, Stockholm - UX Week,
2011
Adaptive Path, Amsterdam - Courses at the educational programme for Cognitive Sciences
2000
Profile courses towards Extreme Programming, cognitive psychology and usability
Linköping University - Bachelor of Science in Computer Engineering,
1997-2000
Major in software engineering and project management
Linköping University - Courses at the educational programme for Computer Science
1996
Fundamental programming courses and cognitive psychology
Linköping University