A Global Foundation

  • Early Years in Pakistan & Nigeria (1974–1984): Born in Karachi, Pakistan, in 1974 to parents with roots in Punjab and Kashmir, my native language is Urdu. At age four, my family relocated to Nigeria, where my parents served as college teachers. I spent six formative years in Nigeria before moving to Europe.

  • Settling in Sweden (1984–1994): In 1984, my family moved to Lund, Sweden, for my father’s doctoral studies in Chemistry at Lund University. I completed my primary and secondary education in Lund, attending Svenshögskolan, Fäladsgården, and Katedralskolan.

Academic & Technical Expertise

My background is rooted in the science of how humans interact with technology:

  • Cognitive Science: B.Sc. from the University of Skövde (1994–1997).

  • Research: Served as a Research Assistant at KTH Royal Institute of Technology, Stockholm (1997–1998).

  • Interaction Design: Master’s degree from Malmö University (1998–2000).

A Career in UX & Digital Transformation

Since June 2000, I have spent over 20 years leading digital experience strategy across the globe. My roles have spanned from Usability Specialist and Interaction Designer to UX Lead, Design Lead, and UX Manager.

International Leadership

  • Switzerland (2001–2006 & 2007–2008): At Swisscom in Zurich, I led UX for the IPTV platform Bluewin TV and became fluent in German. Later, I served as Customer Experience Manager for Orange Switzerland in Lausanne.

  • The Netherlands (2006–2007): Based in Amsterdam, I worked as a Customer Experience Analyst for Forrester Research, providing strategic insights into global user trends.

  • United States: Early in my career, I worked on large-scale projects for Vodafone in California with Cambridge Technology Partners.

Stockholm & The Public Sector (2008–Present)

Since returning to Stockholm in 2008, I have driven digital transformation for major Swedish institutions and private corporations, including:

  • Public Sector: Arbetsförmedlingen, 1177 Vårdguiden, FMV, Försäkringskassan, and Jordbruksverket.

  • Private Sector: Scania, Folksam KPA, HSB, and Azets.

Leadership, Coaching & Mentorship

In recent years, I have deepened my focus on the „human“ side of design and organizational growth. I have led cross-functional teams of over 10 people and built comprehensive design systems.

  • Professional Development: Earned Foundation (2018) and Advanced (2022) Diplomas in Leadership from Långholmens Folkhögskola.

  • Coaching: Hold a Diploma in Coaching and specialized training in facilitation from Fridhems Folkhögskola.

  • Mentorship: I have formally coached and mentored approximately 20 professionals, helping them navigate career development and leadership challenges.

Zayera Khan selfie

Storyteller & Creative explorer

In 2014, I took time to study documentary filmmaking at Ölands Folkhögskola, where I learned research, storytelling, filming, and editing. I have since produced several independent documentary films:

Vi som blöder / We Who Bleed (2014, 28 min) explores menstruation through interviews about first periods, menstrual products, PMS, sex, taboos, and menopause.

Menstruation o/könad / Menstruation with/out gender (2014, 7 min) gives voice to three transgender and intergender people sharing their personal experiences with menstruation.

Jordgubbens möja / Strawberries of Möja (2015, 18 min) documents the century-old tradition of strawberry cultivation in the Stockholm archipelago, contrasting the idyllic image with the hard reality of families working the fields.

Känslan av paradis / Liberating Paradise (2015, 23 min) takes viewers inside Kvinnohöjden, a feminist course and guest farm in Dalarna where different generations of women meet, exchange knowledge, and create a sanctuary from patriarchy.

Shagoftas prövning / Shagofta’s Challenge (2015, 17 min) follows my mother’s three-year journey adapting to life with a brain tumor, showing how a strong woman faces unexpected challenges.

Zayera photo pride in stockholm 2024, pink clothes and rainbow socks

Supporting Independent Documentary Filmmaking:

All my documentary films are self-financed passion projects. I handle everything from research and directing to filming, editing, and distribution. Creating these films has been both personally meaningful and financially challenging.

If my documentaries have inspired or informed you, or if you’d like to support independent feminist filmmaking, you can contribute via PayPal.

Your support helps me continue telling stories that matter, covering production costs, and making these films accessible to wider audiences.

Creative Explorer: Writing on Medium

Since 2023, I have been exploring writing as a creative outlet on Medium, where I describe myself as an „alien vagabond roaming this green blue planet called Earth.“ I have published over 60 essays across diverse topics that reflect my journey and curiosities.

My writing spans reflective personal essays, travel narratives from my adventures around the world, explorations of life in Sweden and the Nordics, LGBTQ+ perspectives, and insights from my Robinson experience. I write about identity, belonging, cultural differences, and the experience of being a global citizen who has lived across continents. Through my articles, I share stories about menstruation activism, life as a UX professional, philosophical reflections on being human, and the challenges and joys of navigating different cultures.

Writing has become a way to process experiences, connect with readers, and document my ongoing journey of self-discovery. With around 590 followers on Medium, I continue to explore themes of identity, travel, social justice, and what it means to live authentically across borders and cultures.

Robinson 2024: Sweden’s Original Survivor

In 2023, I participated in Robinson (Sweden’s version of Survivor) on TV4. Robinson is significant as the original reality survival format—developed in 1994 but first produced in Sweden in 1997, predating the American Survivor by three years. The Swedish show became the template that inspired survivor formats worldwide.

My season was filmed in Caramoan, Philippines in August-September 2023 and broadcast from March 17 to May 26, 2024. This was the 25th season of Robinson and marked a historic moment: for the first time, contestants were divided by gender with women in Team North and men in Team South. The season was hosted by Robinson veteran Anders Lundin, who had previously hosted from 1999-2003.

Media Exposure & Reach:

  • Broadcast nationally on TV4 (linear television) and TV4 Play (streaming platform)

  • Spring 2024 Season Viewership:

    • Premiere (March 17): ~850,000-950,000 linear TV viewers, reaching over 1.5 million Swedes total (including streaming and reruns)

    • Finale (May 26): ~900,000-1 million linear TV viewers

    • Weekly average: 600,000-800,000 linear TV viewers per episode

    • TV4 Play streaming: 130,000-200,000+ average viewers per episode, consistently topping Swedish streaming charts

    • Total weekly reach: ~1.5-1.7 million viewers across all platforms

  • 11-week broadcast schedule (March 17 – May 26, 2024)

  • 22 contestants competing for 500,000 SEK prize

  • Featured in national media including Filmtopp, Nyheter24, and Fempers

  • My journey documented on Medium, YouTube, and social media

  • Listed on Survivor Wiki as part of Robinson history

My Journey:

I survived 38 days—lasting until week 9 of 11. From the very first day, I struggled with performance anxiety that I hadn’t anticipated. I was voted out of Team North on day two but ended up in the Borderlands, where I had to fight my way back through individual elimination challenges. What I didn’t expect was how deeply the competition would trigger childhood trauma—memories of corporal punishment I had witnessed and experienced in school resurfaced, making me unconsciously associate physical challenges with punishment.

Despite my struggles with self-doubt, I kept pushing through episode after episode. Fellow contestant Alexander Strandberg became a crucial source of support, believing in me when I couldn’t believe in myself. The experience was physically and mentally demanding—I made critical mistakes like not drinking enough water and not eating adequately, which severely affected my cognition in the final weeks. I also dealt with menopause symptoms that overlapped with the stress and recovery process.

Looking back while watching the broadcast, I was frustrated with myself for not believing in my own abilities—but I’m also proud that I survived nearly six weeks when I expected to leave in the first week. The experience taught me profound lessons about my own vulnerabilities, resilience, and the importance of self-belief. The transformational impact of Robinson continues to shape how I understand myself and approach challenges.