Hello!
My name is Morgan Hassel and I’m an experienced Product Designer in Stockholm with a focus on growth. Before joining Trygg-Hansa and Epidemic Sound, I co-founded and ran three companies in design and film; so I’m used to owning the outcome, not just the task. I have an eye for small details and a love for big challenges. If you noticed that double space in the previous sentence, you get what kind of details I’m all about.
I love the challenge of taking a messy set of user behaviours and turning them into clear, actionable hypotheses. For me, growth design is about more than just “testing what sticks” – it’s about using data to find the best opportunities for measurable impact.
I feel at home when sitting down with leadership and working closely with people across product, engineering and analytics to make sure we’re all pulling in the same direction. I’m also passionate about helping my team get better at asking the right questions – ensuring we’re all looking at data through the right lens.
Experience
Epidemic Sound
Senior Product Designer, Growth
Apr 2022 – Sep 2026 • 4 years 6 months
Led design of growth experiences focused on user activation and retention. Shaped hypotheses from data and user behaviour and ran experiments with product, engineering and domain leadership.
• Redesigned onboarding end to end, lifting trial-to-paid conversion by 6%
• Cut cancellations by 13% with a new offboarding flow with no drop in customer satisfaction
• Designed an AI Assistant (Gemini-powered chat, 3 agents) and AI-focused search to drive first-5-minute activation
Trygg-Hansa
Lead Front-end Designer
Jan 2018 – Apr 2022 • 4 years 4 months
Promoted to Lead after a re-org and led design across UI, UX, prototyping and user testing in agile teams for the rest of my five years.
• Designed an atomic component library with the developers (compatible with their Vue.js workflow) and rolled it out to more than half of 200+ pages and flows in two years
• Set up recurring syncs between developers, copywriters and web managers, breaking down silos that had stood for decades
• Launched a brand guide platform (Frontify), from idea to release, which is still the company’s go-to place for brand assets
Senior Graphic Designer
Apr 2017 – Jan 2018 • 10 months
Hired as the company’s first in-house designer to set up its web design function, working alongside a team of UX designers on the new digital appearance.
• Rebuilt the digital graphic profile: hundreds of new icons, a custom web font, a unified colour system and standards for type sizes and spacing
John Morgan Studios
Founder & Designer
Nov 2011 – Mar 2019 • 7 years 5 months
Ran a multimedia design consultancy, delivering end-to-end graphic design, web design and film production for major global brands including Intel, MSI, DanAds, Bisnode, Arla, MTR Express and LGB eSports.
PERFECTLY
Co-Founder & Head of Media Production
Jan 2016 – Nov 2016 • 11 months
Co-founded an influencer marketing agency and ran its in-house media production for signed influencers.
Megapixel Group
Co-Founder & Film Producer
Mar 2014 – Jan 2016 • 1 year 11 months
Co-founded a production company producing film and photography for corporate clients and the Swedish music industry – with clients like Mekonomen, Mäklarringen, Universal, Sony, Warner and Capitol Music.
Försvarsmakten
KSP58 Soldier
Aug 2012 – Mar 2015 • 2 years 8 months
Served in the National Defence Guard with AMF1 GMU basic training and FSU specialist training.
Skills
- 11+ years as a designer
- Design leadership
- Strategic product design
- Atomic design systems
- User experience
- CSS & HTML
- Agile / Scrum / Kanban
- Interactive prototyping
- Adobe Creative Suite
- Figma
Education
Design Lead
Hyper Island Stockholm
2021 – 2022
Graphic Communications
Nordens Teknikerinstitut NTI
2009 – 2012