Hi, I'm Cristina
Strategic designer.
Entrepreneur. Founder. Everything, by design.
I spent 10+ years making complex strategy tangible — at Scania, Unilever, and Business Models Inc. Then I burned out. And while I was putting myself back together, I realised I'd been building other people's futures with extraordinary care — and almost none for my own.
Quick facts about me
- Studied Industrial Design Engineering at TU Delft, Netherlands — BSc then MSc.
- Spent 4 years at Scania as the strategic designer on the MyScania digital fleet management product, focusing on electric vehicles.
- Worked at Unilever and Business Models Inc. — where I learned how to make enterprise strategy into something people actually use.
- Burned out in 2024. It was the most clarifying thing that's ever happened to me.
- Left corporate with a financial buffer, a plan, and a question I couldn't stop asking: where is all of my potential being spent on?
- Founded The Woman Entrepreneur Lab — an 8-week programme for women in corporate who want to start building their businesses while their salary is still intact.
- Host of The Curious & Creative, a podcast on how real products and services work (or don't).
- Founder of Women in Motion, a community of women in Stockholm who show up for each other physically, every first Thursday.
My story
How I got here
TU Delft
Learning to think in systems
I studied Industrial Design Engineering at Delft University of Technology in the Netherlands — first a BSc, then an MSc in strategic design. Delft taught me to navigate complex systems and spot patterns. But the real education was the MSc project: building a service from scratch, running customer discovery, and learning the hard way that what gets designed and what people will actually pay for are often completely different things. Closing that gap became my obsession.
Corporate
Making other people's strategy real
I spent over a decade in strategic design roles at Business Models Inc., Unilever, and then Scania — where I was a service designer on MyScania, the digital fleet management platform used by commercial transport companies across Europe. For four years, I designed the products for the electric vehicles, working with engineering, product, and commercial teams to translate complex trucking data into interfaces operators could actually use.
I was excellent at it. I also had a growing feeling — quiet at first, then louder — that I was building futures for everyone except myself.
The turning point
Burnout. Then clarity.
I burned out in 2024. Panic attacks, antidepressants, crying between meetings. For months I thought it was my fault. Then I understood it was the system's design — not mine.
"I realised I'd spent years being excellent at making other people's ideas real. I was very good at it. I was also completely hollowed out by it."
I left corporate with a plan: a financial buffer, a severance package, and a clear idea of what I wanted to build. With a very clear strategy. I had also started noticing a pattern — in my own life and in every conversation I had with women I admired: intelligent, driven women sitting on ideas they hadn't built yet. Not because they lacked capability. Because they lacked a third option between stay and suffer and quit and figure it out.
Now
Building things I'm genuinely proud of
That third path deserves a method. So I built one. The Woman Entrepreneur Lab is an 8-week sprint for senior women in corporate who want to validate their first business idea — with real customer conversations, a prototype, and a paying client — while their salary is still intact. Evidence, not optimism. A resignation plan, not a leap of faith.
I'm still a designer. I still make strategy tangible. The difference is that now, I choose whose strategy — and whose future — I'm building.
My work
What strategy looks like
when it becomes tangible
I don't just think in frameworks — I build things people use. From enterprise fleet management software to a self-driving taxi service concept, here's what 15+ years of making strategy real actually looks like.
Welcome, Cristina
What do you wish to do?
Calendar
Charging Sessions
Every ride tells a story.
Choose a taxi with a personality.
Henry has learned the quietest routes through the city over 234 trips. His passengers say rides with Henry feel like the city breathing slowly.
Highlights
What I'm building
My projects
The Woman Entrepreneur Lab
An 8-week sprint for senior women in corporate who want to validate their first business idea — with real paying customers — while their salary is still intact.
Learn more →Women in Motion
A closed community of women in Stockholm who show up for each other, physically, every first Thursday. Not a networking event. A real community, built slowly and intentionally.
Visit →The Curious & Creative
A podcast where I explore how real products and services actually work — or don't. An ongoing investigation into the mechanics of successful ideas and the strategies behind them.
Listen →The Woman Entrepreneur Lab · Fall 2026
Ready to build
your strategy?
8 weeks · 7 women · Stockholm · Your salary, still intact.