Hi, I’m Mikaela.

I help teams decide what to build, then design it

I'm a Senior Product & Service Designer and Design & Product Lead. I design whole services and the digital products inside them. I zoom out to map the journey and the service, front stage and backstage, and zoom in to design the flows and screens that make it work, all the way to development-ready UI. I connect what users need with business goals and what is technically possible, and I move between leading the work and doing it hands-on. I have long experience across many different industries, and the craft carries across them all.

  • Evidence before opinions
  • From service blueprint to shipped UI
  • Uses AI where it earns its place
See my work Get in touch View CV
Mikaela Frisk smiling, in a black turtleneck against a grey wall

Companies I’ve worked with

  • Liber
  • PostNord
  • Bilwebben
  • Byggföretagen
  • TRR
  • Baemingo
  • Savvy Match
  • Leeroy Group
  • Viaplay
  • Stockholm School of Technology
  • Eurotransport

I don’t start with solutions. I start with understanding.

I believe great solutions start with people. Understanding their needs, behaviours, challenges and motivations guides my decisions about what to build, improve or change.

As a Senior Product & Service Designer and Design & Product Lead, I combine strategic leadership with hands-on design. I lead design initiatives, align stakeholders and guide cross-functional teams, and I still do much of the design work myself.

I work end to end, zooming out and in. I lead discovery and user research, map journeys and service blueprints, front stage and backstage, and help shape the product direction. Then I zoom in and design the UX/UI: user flows, prototypes tested with users, accessible interfaces and the design systems that keep products consistent.

My strength is bridging the whole service and the digital product. I connect people, business and technology, so that what users see on screen works with the operations and systems behind it, and so that we solve the right problems, challenge assumptions and build products and services that make a real difference.

I lead with curiosity, design with purpose and keep people at the centre of every decision. Most of the cases below are my own hands-on design work.

Cases

Selected work

Service Design · PostNord Sending parcels without a label: towards a scalable logistics flow I explored how AI and changed logistics flows could make label-free parcels scalable in PostNord’s parcel lockers. Through research, flow mapping, technical validation and concept development, I produced two future solution alternatives and a basis for decision on continued development. The problemThe design challengeKey design decisionsMy contributionHow I took on the challengeThe result See case study UX/UI Design · Bilwebben Redesigning a marketplace for car buyers and car dealers As the sole UX/UI designer, working directly with the founder and the developers, I redesigned how people find a vehicle on Bilwebben and decide on it, from user flows to finished UI for desktop and mobile. I also built the design system behind it. Understanding buyersFrom search to shortlistDeciding with confidenceCar loan applicationNew servicesDesign system See case study CX/UX Discovery · Liber Embedded Customer Insight into Early Product Decision-Making I led the development and implementation of a shared CX/UX insight operating model for early discovery at Liber. The approach enables teams to involve customers and users continuously, focus research on the most critical uncertainties, and use insight from needs exploration and concept testing to inform product decisions. I piloted and refined the model across five live projects and built the supporting methods, tools, and guidance for the end-to-end research process. The problemGoal and challengeHow I workedWhat the pilots taught usThe new way of workingMethod supportPhase by phaseNext steps See case study Product Leadership · Leeroy Leading a mobile ordering and loyalty app for restaurant brands At Leeroy, I led the product development of the native white-label ordering and loyalty app for restaurant brands. I led product discovery with customers and users, defined how the product should work end to end and mapped out the user journey. I owned the roadmap and priorities, and built the roadmap from five themes written from the diner’s point of view, from “I can order and pay without waiting in line” to “I get offers that make me come back”. Each theme was linked to the KPIs it should move, across ordering, experience, loyalty and growth. Together with the cross-functional product development team, I turned the themes into sprint goals, and followed the KPIs to see what worked and what could be improved. Product discoveryDesign principlesThe mobile ordering journeyHow the product works end to endHow the business model impacts product prioritisationThe roadmap, as themesFrom roadmap to sprintsMeasuring success See case study UX Design Manager · Leeroy Leading the design team for the overall user experience for diners, restaurant staff and owners, from discovery and service journeys to ways of working, UI components and interaction patterns At Leeroy, I managed the UX design team, combining team leadership with hands-on discovery and user research. Together, we drove design direction and consistency across the platform, shaping the end-to-end user experience. Working closely with customers, users and product owners, we identified needs, pain points and opportunities across the service journey, informing product priorities and roadmaps. Leading one design teamFrom opportunities to the product roadmapsOne design processDesign critiqueDesign principlesShared UI componentsLearnings See case study UX/UI Design · TRR How we increased the use of the match profile and improved job matching As senior UX designer, I took TRR’s match profile from research to development-ready design. A clearer and more guiding flow made the profile easier to discover, create and keep up to date, with personal suggestions, relevant reminders and a broader matching logic. The share of users with a match profile rose from 30 to 50 percent. The problemThe design challengeHow I workedKey design decisionsThe result See case study UX/UI Design · Byggföretagen How we simplified reporting across several companies and collective agreements As senior UX/UI designer, I led the design of Lösen, one reporting service for working time and pay that replaced several separate systems. I took it from research and workshops to user-tested UI for desktop and mobile, with a design system behind it. It works for several companies, collective agreements and user groups, without compromising the rules of the business. The problemThe design challengeKey design decisionsMy contributionSolution and user flowsDesign systemThe result See case study UX/UI Design · Savvy Match Effortlessly match job seekers with companies through a simple swipe left or right As UX/UI designer, I helped turn the founders’ idea for fair, bias-free recruitment into a native mobile app for job seekers and employers. I designed the user flows from wireframes and prototypes to finished UI, and built a design system so the experience stayed consistent and ready to scale. The challengeHow I workedThe app, flow by flowDesign system See case study UX/UI Design · Baemingo Log in, get onboarded and start selling As UX/UI designer, I designed the log-in and the self-service onboarding in the Baemingo web app: from creating an account to the first sale at the till. A guide on the dashboard shows every step and what is done, so a new restaurant always knows what is left before it can start selling. The challengeThe pain pointsKey design decisionsThe onboarding, step by step See case study UX/UI Design · Baemingo Letting restaurants build the ordering menu their customers see I designed the layout builder in the Baemingo back office: the tool where a restaurant decides how its menu looks to customers in the ordering app and self-service. Staff create categories, add products and style each category card, and see the result in a phone preview as they work. Every change saves automatically. The challengeVersion 1 and the user testCreate a layoutBuild the menuKey design decisionsNext steps See case study Product & UX Leadership · Baemingo Leading product development and UX so restaurants could grow with the platform, and Baemingo could grow with them At Baemingo, I had three roles with one goal: to enable restaurants to grow with the platform. As Product Development Lead, I was responsible for the roadmap and backlogs for all products and user groups, and planned the sprints together with the developers and the UX designers. As UX Lead, I organised customer involvement and UX discovery, to understand needs and pain points and to validate new solutions early. I also did hands-on UX/UI design for the back office for the POS, used by restaurant staff and owners. The challengeThe customer journeyHow the business model impacts product prioritisationThe roadmapLearnings See case study

Core expertise

  • Discovery & Strategy

    finding the right problem and what is still uncertain

    • Design thinking
    • Problem framing
    • Research strategy
    • Opportunity mapping
    • Ideation
    • Concept development
    • Subject-matter expert involvement
    • Evidence-based product decisions

  • Service Design & CX

    designing the whole journey, front and back

    • Journey mapping
    • Service blueprinting
    • Ecosystem mapping
    • Customer insight
    • Operational feasibility

  • UX & Product Design

    from insight to development-ready UI

    • Information architecture
    • Interaction design
    • Prototyping and testing
    • High-fidelity UI
    • Design systems and accessibility

  • Design Leadership

    making design work across teams

    • Design direction
    • Cross-functional facilitation
    • Coaching
    • Ways of working

  • Product Leadership

    leading product teams

    • Product roadmap
    • Prioritisation
    • Cross-functional team leadership
    • Stakeholder alignment
    • Agile ways of working
    • Goals and outcomes

  • AI in research and design

    used where it earns its place

    • Synthesis prompts
    • Research questions and method support
    • Interview and survey drafts
    • Prototyping in code
    • Human review of every output

Things I come back to

Understand the problem first.

Good solutions start with understanding what people are trying to achieve, what gets in their way, and what the wider context demands.

Decide how success is measured.

Being clear about the outcome helps teams make better choices and tells us whether what we design is actually working.

Leave out what isn't needed.

I look for the simplest experience that solves the problem well, without adding complexity just because we can.

Let’s make it simpler.

I am open to new assignments and roles from November, especially in service design where product design matters, such as Lead Service Designer, Senior Product & Service Designer or Customer Journey Owner. Discovery lead and product lead roles interest me too. I am experienced in combining leading with hands-on craft. Tell me what you are working on and where you are stuck.

+46 73 388 84 94

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