Hi, I’m Mikaela.
I help teams decide what to build, then lead the team and design the user experience
Match your needs with my skillsI'm a Senior Product & Service Designer with a background in UX, Product Management and Product Ownership. I combine hands-on UX design with strategic thinking, from understanding user needs and identifying opportunities to shaping product direction. I connect what users need with business goals and technical possibilities, turning complex challenges into intuitive digital products and services. I thrive in teams where user insight and design help drive product development, not simply respond to it. Having worked across a wide range of industries, I've worked across diverse industries, bringing fresh perspectives while applying the same core principles of human-centred research and design.
- Understand before designing
- From discovery to development-ready design
- Design that shapes product direction
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’m curious about how people think, what they need and what gets in their way. I enjoy uncovering opportunities, questioning assumptions and turning complex challenges into digital products and services that feel simple to use.
I work across discovery, service design and UX/UI, moving between the bigger picture and the details that make an experience work. Sometimes that means mapping a service or shaping a concept. Other times, it’s designing flows, testing prototypes or refining interfaces.
My background in product management helps me connect design decisions to product priorities and business outcomes. I’m comfortable taking the lead, bringing people together and driving initiatives forward, while staying close to the design work itself.
What matters most to me is creating useful experiences through a process where user needs and design genuinely influence what gets built.
Experience in practice
- Research to UI
Led and delivered UX design from early research and concepts to tested, development-ready interfaces.
- 30% → 50%
The share of users with a match profile on TRR’s digital services rose from 30% to 50% during my work there.
- 30 brands
Restaurant brands using the ordering and loyalty platform I led as Product Manager at Leeroy.
- Design & product leadership
Experience leading designers, product roadmaps and cross-functional teams.
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.
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.
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.
See case study
Product Leadership · Design Leadership · Leeroy
Leading the product development of a mobile ordering and loyalty app for restaurant brands
As Product Manager at Leeroy, I led product discovery and development of a white-label ordering and loyalty app for iOS and Android, helping restaurant brands create simpler, more connected experiences for their guests. Working closely with customers, users, designers and developers, I combined user research, experience design and product leadership to shape what we built and why. Insights from discovery informed the end-to-end user journey, experience principles and a user-centred product roadmap. I led the cross-functional development process, translating long-term experience goals into priorities and sprint goals, while balancing user needs, business objectives and technical considerations.
See case study
Line Manager for Designers · Leeroy
Managing the design team through the shift from UX Designers to Product Designers, crafting the design and leading the product development
As UX Design Manager at Leeroy, I was the line manager for the design team: the UX designers who, during my time, became Product Designers. Once the core of the platform was in place and our products were used by several customers, the focus moved to improving them and adding new functionality, driven by product discovery with customers and users. The designers took over the Product Owner responsibilities: they ran UX discovery, framed the problem for new or improved user experiences, owned the backlog planning and prioritisation in their product teams, and delivered development-ready design for the developers to build. They worked closely with the Product Managers, who were responsible for product discovery and the roadmap themes. I contributed to the shift, and as line manager I gave the designers what they needed: shared product design work, time to improve the design system, one design process, design critique, retros, skills development and hiring.
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.
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.
See case study
UX/UI Design · Savvy Match
Effortlessly match job seekers with companies through a simple swipe left or right
As product 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.
See case study
UX/UI Design · Baemingo
Log in, get onboarded and start selling
As product designer, I conducted the product discovery, designed the user flows and the interface, tested with users and delivered development-ready design for 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.
See case study
UX/UI Design · Baemingo
Letting restaurants build the ordering menu their customers see
As product designer, I took the layout builder in the Baemingo back office from product discovery to user flows, interface design, user tests and development-ready design. The layout builder is 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.
See case study
UX/UI Design · AI · My own site
Designing my portfolio with Claude, as one system from start page to CV
I designed and built this site myself, with Claude as my building partner. I wanted the portfolio to show more than UX/UI craft: discovery, product leadership and design leadership too. So I treated it as a product, with one visual identity across the site, the cases and the CV, a design system, design principles, and a workflow where I set the direction and reviewed every change, while Claude built, translated and checked it. Readers choose English or Swedish, and a dark or light theme.
See case study
Product Leadership · Design Leadership · Baemingo
Leading product development so restaurants could grow, and Baemingo could grow with them
As Product Manager at Baemingo, I was responsible for the product roadmap for the whole restaurant platform. The POS was the core: it took orders at the till, at the table, from the mobile app and from self-service, and the POS back office handled venues, menus, payments and sales follow-up. With a lot already in place and the company about to scale, I balanced three things on one roadmap: a stable platform without technical bugs, better user interfaces and flows, and new development for growth. I supported the developers and designers with roadmap priorities and sprint goals, with an extra focus on the user experience.
See case study
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.
See case study
Line Manager for Designers · Leeroy
Managing the design team through the shift from UX Designers to Product Designers, crafting the design and leading the product development
As UX Design Manager at Leeroy, I was the line manager for the design team: the UX designers who, during my time, became Product Designers. Once the core of the platform was in place and our products were used by several customers, the focus moved to improving them and adding new functionality, driven by product discovery with customers and users. The designers took over the Product Owner responsibilities: they ran UX discovery, framed the problem for new or improved user experiences, owned the backlog planning and prioritisation in their product teams, and delivered development-ready design for the developers to build. They worked closely with the Product Managers, who were responsible for product discovery and the roadmap themes. I contributed to the shift, and as line manager I gave the designers what they needed: shared product design work, time to improve the design system, one design process, design critique, retros, skills development and hiring.
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.
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.
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.
See case study
UX/UI Design · Savvy Match
Effortlessly match job seekers with companies through a simple swipe left or right
As product 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.
See case study
UX/UI Design · Baemingo
Log in, get onboarded and start selling
As product designer, I conducted the product discovery, designed the user flows and the interface, tested with users and delivered development-ready design for 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.
See case study
UX/UI Design · Baemingo
Letting restaurants build the ordering menu their customers see
As product designer, I took the layout builder in the Baemingo back office from product discovery to user flows, interface design, user tests and development-ready design. The layout builder is 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.
See case study
UX/UI Design · AI · My own site
Designing my portfolio with Claude, as one system from start page to CV
I designed and built this site myself, with Claude as my building partner. I wanted the portfolio to show more than UX/UI craft: discovery, product leadership and design leadership too. So I treated it as a product, with one visual identity across the site, the cases and the CV, a design system, design principles, and a workflow where I set the direction and reviewed every change, while Claude built, translated and checked it. Readers choose English or Swedish, and a dark or light theme.
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.
See case study
CX/UX Discovery · 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.
See case study
Product Leadership · Design Leadership · Leeroy
Leading the product development of a mobile ordering and loyalty app for restaurant brands
As Product Manager at Leeroy, I led product discovery and development of a white-label ordering and loyalty app for iOS and Android, helping restaurant brands create simpler, more connected experiences for their guests. Working closely with customers, users, designers and developers, I combined user research, experience design and product leadership to shape what we built and why. Insights from discovery informed the end-to-end user journey, experience principles and a user-centred product roadmap. I led the cross-functional development process, translating long-term experience goals into priorities and sprint goals, while balancing user needs, business objectives and technical considerations.
See case study
Line Manager for Designers · Leeroy
Managing the design team through the shift from UX Designers to Product Designers, crafting the design and leading the product development
As UX Design Manager at Leeroy, I was the line manager for the design team: the UX designers who, during my time, became Product Designers. Once the core of the platform was in place and our products were used by several customers, the focus moved to improving them and adding new functionality, driven by product discovery with customers and users. The designers took over the Product Owner responsibilities: they ran UX discovery, framed the problem for new or improved user experiences, owned the backlog planning and prioritisation in their product teams, and delivered development-ready design for the developers to build. They worked closely with the Product Managers, who were responsible for product discovery and the roadmap themes. I contributed to the shift, and as line manager I gave the designers what they needed: shared product design work, time to improve the design system, one design process, design critique, retros, skills development and hiring.
See case study
Product Leadership · Design Leadership · Baemingo
Leading product development so restaurants could grow, and Baemingo could grow with them
As Product Manager at Baemingo, I was responsible for the product roadmap for the whole restaurant platform. The POS was the core: it took orders at the till, at the table, from the mobile app and from self-service, and the POS back office handled venues, menus, payments and sales follow-up. With a lot already in place and the company about to scale, I balanced three things on one roadmap: a stable platform without technical bugs, better user interfaces and flows, and new development for growth. I supported the developers and designers with roadmap priorities and sprint goals, with an extra focus on the user experience.
See case study
Core expertise
-
UX & Product Design
designing digital experiences from insight to implementation
- User flows
- Information architecture
- Interaction design
- Prototyping
- User testing
- UI design
- Design systems
- Accessibility
-
Discovery & Concept Development
understanding problems and exploring opportunities
- User research
- Problem framing
- Research strategy
- Opportunity mapping
- Ideation
- Concept development
- Validation
-
Service Design & Customer Experience
connecting the digital experience to the service around it
- Customer journeys
- Service blueprinting
- Ecosystem mapping
- Customer insights
- Operational feasibility
-
Design & Product Leadership
connecting design, product direction and delivery
- Design direction
- Product strategy
- Roadmaps
- Prioritisation
- Cross-functional leadership
- Facilitation
- Coaching
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 design influence the direction.
Design isn’t only about finding the best solution to a defined problem. It helps us discover opportunities, challenge assumptions and decide which problems are worth solving in the first place.
Tools I’ve designed and built
NewTools I’ve built, free to useAccessibility Checker and FixerI enjoy turning recurring challenges into practical solutions. Try the tools I’ve built for accessibility and research synthesis, for free.
AI is part of how I research, prototype and build, with my own review and judgement throughout.
Backstage
The thinking behind the work: design, research and building products.
Latest article
Design principles for AI-supported products
Eight principles for designing AI support that people understand, trust and stay in charge of, and how I use them when I build with AI.
Let’s create something that matters.
I’m open to new assignments and opportunities from November 2026, particularly within UX, Product Design, Service Design and Design Leadership.
I’m interested in roles where I can combine hands-on design with strategic influence, helping teams understand user needs, explore opportunities and create digital products and services that make a difference.
Whether the focus is practical design, discovery or leading a broader initiative, what matters most to me is working in a team where design and user insight genuinely shape product development.
Have something in mind? Let’s talk.
hello@mikaelafrisk.com
+46 73 388 84 94