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’ve worked in UX research and design, product management and product ownership, and I combine hands-on design with an eye for the bigger picture. I look at the whole user journey, so the digital products I design feel simple and work well from start to finish.
I look beyond single screens to understand how products, services and processes fit together. I bring together what users need, what the business is aiming for and what’s technically possible, and I use research to find opportunities and help teams decide what to build and why.
I’m at my best in teams where research and design help shape the decisions, from exploring ideas and finding solutions to building them, seeing what works and making them better over time.
I’ve worked across lots of different industries, and I bring fresh eyes, curiosity and a solid grounding in 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 goals. I’m happy to take the lead, bring people together and get things moving, while staying close to the design work itself.
What matters most to me is making things people genuinely find useful, in a way of working where user needs and design really influence what gets built.
Experience in practice
- Research to UI
I’ve led UX work and done the design myself, from early research and concepts to tested interfaces ready for development.
- 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
I’ve led 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
Bringing customer insight into early product decisions
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
Guiding the design team through the shift from UX Designers to Product Designers, while shaping the design and leading 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
Matching job seekers with companies, with 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
Guiding the design team through the shift from UX Designers to Product Designers, while shaping the design and leading 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
Matching job seekers with companies, with 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
Bringing customer insight into early product decisions
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
Guiding the design team through the shift from UX Designers to Product Designers, while shaping the design and leading 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 studyCore 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 like turning everyday problems in my work into practical tools. Try the ones I’ve built for accessibility and research synthesis – they’re 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.
Open for new opportunities.
I’d love a role where I can combine hands-on design with helping to set the direction: figuring out what users really need, exploring ideas together and making digital products and services that make a real difference.
Whether it’s hands-on design, discovery or leading a bigger piece of work, what matters most to me is being part of a team where design and user insight really shape what gets built.
Have something in mind? Let’s talk.
hello@mikaelafrisk.com
+46 73 388 84 94