Our Story

Storyals is a result of Ulrika Hedlund’s great passion for technology, and her continuous strive to share her knowledge with others. Through her previous venture Business Productivity she discovered the need for accessible and inspirational training for the digital workplace. As a strong believer in storytelling, she built a business helping organizations effectively communicate and demonstrate the value of technology to their employees. After having produced engaging content for numerous large enterprises to help them drive adoption of Microsoft 365 and Office apps, the idea to broaden the reach and help a larger audience came to life. The name Storyals comes from a combination of the phrase story-based tutorials, which is still at the core of the company.  The digital workplace reaches new milestones every day and Ulrika and the Storyals team are always at the forefront of the latest updates, forming new alliances and partnerships and helping organizations around the world simply work smarter.

Why Storyals?

If you ask us, there is no other alternative if you want to:

  • Increase ROI

    If not used efficiently, Microsoft 365 (previously known as Office 365) becomes a cost instead of a valuable investment. Storyals provides immediate benefits by showing employees how to get the most of Microsoft 365 and how to work smarter using the tools, enabling organizations to increase the return on their investment.

  • Modernize Training

    Traditional classroom training is costly and time-consuming. Storyals is a modern training alternative, designed for today’s YouTube savvy workforce that prefers to learn from field-leading experts at their own convenience. Storyals provides users with short, story-based tutorials that showcase how Microsoft 365 can effectively be used.

  • Boost Productivity

    By providing employees with inspiring, educational tutorials instead of lengthy and costly training – or nothing at all – employees are made sure to understand how to get more of Microsoft 365, enabling them to work smarter and more efficiently. Storyals content is time-optimized and focuses on “what you need to know” in your workday.

  • Inspire and Motivate

    All tutorials are led by an inspiring coach with a contagious passion for technology and the value it can bring to peoples’ work day. With Storyals, organizations of all sizes can benefit from providing their employees with high-quality, engaging content with the sought-after “WOW!” effect, to drive adoption of Microsoft 365.

  • Strengthen Brand Identity

    To strengthen company brand identity Storyals can be customized to align with your corporate branding to make it a natural part of your internal communication. Storyals Premium enables customers to communicate their IT strategy more clearly and demonstrate executive sponsorship of change management programs for Microsoft 365.

Our People

Ulrika Hedlund

General Manager / Productivity Expert

With her many years of experience helping customers work smarter using technology, Ulrika is the founder and mastermind behind Storyals. Passionate about sharing her knowledge with others, she is constantly thinking of new ways to create engaging content that inspires. She has been identified as a top technology visionary and selected as a trusted advisor to Microsoft as part of their Regional Director Program. When she is not working, she enjoys singing, being outdoors and spending time with the kids.

Peter Hedlund

Strategic Advisor

Peter brings strategic thinking, business development skills and excellent finance control to the Storyals team. When he is not traveling the world doing business, he enjoys playing tennis and spending time with the family.

Julianne Hemingway

CEO of Storyals USA

With an immense drive and a "win/win" attitude, Julianne heads up the Storyals business in the US. With a rich international background of large corporations and startups, Julianne fully understands the needs of our customers. When Julianne is not busy managing the investments in her portfolio, she enjoys spending time on their boat (which unfortunately their dog Mac does not!)

Carlito Lacanlale

Head of Media Production

Passionate about everything within videography and editing, Carlito heads up the media production for Storyals. Always eager to learn more, Carlito is never afraid of trying new things. When he's not working he experiments with his camera or enjoys some online gaming.

Grace Laquindanum

Lead Artist

Grace is the artist in the team who adds the magical touch to our videos. Working on video advertisements for some of the worlds' largest brands, she brings a wealth of experience with her. If she is not in front of her computer, deeply concentrating on mastering layers of complex animations - she is probably sitting somewhere with a coffee reading a book.

Midhun Manoharan

Technical Service Manager

With a burning passion for technology, Midhun not only makes sure the Storyals team is up to date with all the latest IT developments, but he also ensures we live like we learn. Whether it's search engine optimization or input for our blog posts, Midhun is our "go-to-guy". When he's not working on creating amazing content he is probably checking out the latest developments in the world's car showrooms in the search for his future dream car!

Mones Faizal

Sales Operations Coordinator

The Storyals team immediately fell for Mones' charm and ambition. Based in Dubai, Mones is our Sales Operations Manager. As such, he helps keep track of our customer engagements. With his extensive experience in international market research and business planning combined with his passion for technology, Mones brings invaluable knowledge to the team. When Mones is not working, you will find him in front of a soccer game cheering for Liverpool!

Hareer Fadhl

Content Producer

With knife-sharp skills in programming combined with her love for video editing, Hareer is a key asset to the Storyals production team. She is the one who looks after our video updates to make sure our content is up to date. Being fluent in Swedish, English and Arabic she also understands the complexities of providing content in different languages and manages our translation process. Social as she is, she has taken on the role as the team's social planner - taking the guys in the office out for a run or cooking biryani for everyone to enjoy for dinner.

Linda Berglund

Communications Manager

Gifted with an immense talent for finding harmony in words, Linda brings enormous value to the Storyals team leading our Global Marketing and Communications. Constantly on top of the various ways to reach out to organizations around the world, Linda makes sure they have Storyals top of mind when they need help with adoption. When she is not digitally communicating for Storyals, she does boot camps in her back yard or gets exercise running after her three kids.

Pia Langenkrans

Adoption Expert

With her many years of experience helping customers "get in digital shape", Pia adds a new dimension to the Storyals team. Unlike anyone, she understands the challenges large corporations face when it comes to change management and driving adoption. You cannot other than love her pragmatic and humoristic approach to everything she does - whether it is related to document management, IT governance or summer house renovations.

Peggy Fraser

VP Sales & Customer Success USA

Passionate about building solid and mutually beneficial relationships with her team and customers, Peggy heads up Business Development & Sales in the US. Her passion for customer success, combined with many years of direct sales and sales management experience in the US, and internationally, gives her an understanding of the global workforce, driving collaboration and the need for effective communication. When Peggy is not helping customers drive Microsoft 365 adoption, you can find her in the garden, golfing or enjoying time with her family.

Kate Aldersley

Head of Customer Experience, North America

Kate is working as the head of Customer Experience in North America, continuing to develop our customer's expertise. She is a detail-oriented professional with a global mindset, giving her a true backbone when it comes to international business and intercultural understanding. While working for Storyals, she is also studying International Business & Management with a concentration in Spanish Language and Culture. When she’s not working or in lecture, you can find Kate scuba diving at the nearest reef, enjoying her favorite concert, or planning her next adventure to a new country.

Ida Leufvén

Junior Sales Manager / Community Manager

With a fresh pair of eyes and a youthful outlook on life, Ida keeps the entire Storyals team on our toes. Juggling the roles of Junior Sales Manager and Community Manager, Ida spends her time making sure our Swedish customers are properly looked after. When Ida is not working, she loves spending time with Nova, the cutest labradoodle in the world, or hanging out with friends and family.

Jasmine Tahir

Customer Success Manager

With her multi-cultural background and life experience, Jasmine fits right into the Storyals team. As the Customer Success Manager for our non-US based customers, she works passionately to ensure everyone who signs up with Storyals has a fantastic experience. When she is not working, she enjoys spending time (and money) in the many malls Dubai has to offer!

Rushda Davids

Business Development Manager

With her colorful aura and people-centric approach, Rushda adds value to all conversations about digital workplace adoption. Having many years' experience in the Human Resources industry, Rushda has great insights to employee development. Based in Cape Town, South Africa Rushda leads Business Development in various parts of the world. When Rushda is not working, she enjoys reading a good book while enjoying the amazing view of Table Mountain.

Hala Haddara

Business Development Manager

With her contagious energy and impressive track-record of building strong client relationships, Hala is a key driver behind growing Storyals presence in the Middle East. Having spent many years working in Australia, she successfully combines an international outlook with strong local knowledge. When Hala is not spending time with customers, she enjoys a day on the beach with her family.

Are you the one?

Productivity Coach

Are you passionate about helping others increase their digital workplace productivity? Are you a big fan of working smarter using Microsoft 365? Or do you know someone who is? We are looking for productivity coaches that want to be part of our mission to help business professionals build digital muscles. If you are already working as a coach, consultant or trainer and you want to broaden your reach, please send an email to hello@storyals.com, with the subject: Productivity Coach. Looking forward to hearing from you!


Are you the best in your field when it comes to change management and end-user adoption? If so, perhaps we should partner? In addition to the selected partners that provide Storyals as part of their service offering we also have strategic partnerships with the following companies that help make Storyals better.

  • Microsoft Gold partner | Storyals
  • Elearningforce logo
  • bindtuning logo | Storyals Partner