Jonas ForshellSenior Product Owner
jonas@jforshell.seEmail me
Open to new rolesStockholm

I turn unclear product problems into something a team can solve.

Nine years as a Product Owner in payments, fraud, subscriptions and live operations. Before that I worked on the support and risk desks at King.

40%
less account fraudless player-account fraud
3 → 1
actions per withdrawalactions per withdrawal
~45%
less processing timeless case processing time
Portrait of Jonas Forshell

Where I fit

I do best with unclear problems that involve complex flows, several stakeholders, integrations or operational constraints, where nobody has worked out the answer yet.

Built on my own time

The code is AI's. Every product decision is mine.

Claude and Codex wrote nearly all the code, and I did the scope, the decisions and the testing. Vard CRM came first, and it was my first build with a frontend, a backend and a database. Before that I'd only built prototypes.

Why I keep building

Between roles since March, building is how I keep doing product work for real instead of only talking about it.

It also shows me where my own judgement runs out. Architecture, security and what the code will cost to change need a developer's judgement.

Archive Lens dashboard
Archive Lens review queue
Archive Lens AI cost view
Working buildUser testing

Archive Lens

A searchable catalogue for a friend's photograph collection, with the originals left in Google Drive. OCR reads each card, an AI pass on her own key suggests fields and a person approves them before anything reaches the catalogue.

Watch the 35s walkthrough →

Resume Builder experience editor
Resume Builder personal details
Resume Builder document preview
LiveIn production

Resume Builder

A structured CV editor that keeps reusable content separate from layout, with fast previews while editing and a rendered PDF check before export.

Watch the 40s walkthrough →

Vard CRM start page
Vard CRM workflow board
Vard CRM project detail panel
Never usedFinished anyway

Vard CRM

A small CRM built around the way one freelance photographer works.

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All six builds →

Shipped in a product role

Six things that were costing something

Each date marks when the change happened. I joined King in 2008 and have been in product since 2015. The numbers are my own estimates from the time, and nobody audited them afterwards.

Usernames, emails and payment details sat in different places, and analysts held the pattern in their heads one account at a time.

Analysts could search usernames, email patterns, IPs, registration and payment data together in one place, so accounts working as a group finally looked like one. Several of those groups ran to hundreds of accounts, the largest past a thousand.

I used one specialist and existing data instead of waiting for developer time that was never coming.

WasUsernamesEmailsIPsPaymentsfour places, held in the analyst's head, one account at a time
NowUsernames · emails · IPs · registration · paymentsOne searcha group of linked accounts looks like one
Was
UsernamesEmailsIPsPayments
four places, held in the analyst's head, one account at a time
Now
All five, togetherOne search
a group of linked accounts looks like one
The data already existed.Nothing new was collected, and it didn't need a development project.Nothing new was collected.

About me

Who you would be hiring

I started in customer service, payments and fraud, then moved into product at King.

What that background is for

I notice the manual work and the unwritten decisions behind a product, because I used to do that work myself.

How I work

I prototype early so problems show up before delivery gets expensive, and I stay involved while the decisions get made.

More about me →