Svenska Mässan Gothia Towers replaced their legacy Exhibitor Service Online (USO) with a digital transformation. The exhibitor journey spanned multiple systems and manual handovers—it functioned but didn’t guide. We needed a modular UX foundation that could scale and give users clarity.
As UX/UI Designer I defined the UX concept and built a modular Design System based on MUI, aligned with React. The portal is built around three pillars—Min företagssida (task hub), E-commerce, Knowledge—unified by a behavioral layer of guidance. Independent task modules, layered tokens and components, and design–frontend alignment in parallel enabled a foundation for future expansion.
This project shows how design becomes infrastructure—modular structure and guidance that support growth.
