Hi, I’m Mikaela.

I help teams decide what to build, then design it

I help product teams find the right problem before they invest in a solution, and then take it all the way to development-ready design. I lead discovery and design across teams, and I stay hands-on in research, concepts and UX/UI. I have long experience across many different industries. Each one brings its own problems and users, but the design craft carries across them all, and so does leading design and product.

  • Evidence before opinions
  • From research 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.

Good products start with the people who will use them. I spend time with users to understand what they are trying to do, what gets in their way and what matters to them. Then I bring that into the same conversation as business goals and technical limits, so the team agrees on which problem is worth solving, and for whom, before anything is designed.

Cases

Selected work

UX/UI/Product 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 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 UX/UI/Product 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 solutionThe result See case study UX/UI/Product 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 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 solutionThe result See case study
Service Design · TRR One match profile, working for job seekers, hiring companies and TRR’s own staff How the information in the match profile is used by three groups with different needs: people looking for a new job, companies that are hiring, and the TRR staff who support them. Coming soon
Design Leadership · Leeroy Leading product and design for a white-label ordering and loyalty platform As Product & Design Lead, I led the product team and roadmap, managed and coached the product designers, and established user-centred design practices in a fast-growing SaaS company. Coming soon
Design Leadership · TRR Creating coherence across products, journeys and teams As UX Discovery Lead, coordinating discovery and UX across initiatives and product teams. Coming soon

More work, in brief

Baemingo · 2021–2022 Simpler self-service and onboarding for restaurant businesses UX design and product leadership for a B2B platform and native ordering apps. Coming soon
Savvy Match · 2021–2022 Turning a recruitment concept into a mobile product User journeys, UX/UI and a design system for job seekers and employers. Coming soon
Eurotransport · 2026 Design direction for the overall experience Guidance on the overall experience and on how partner brands are presented on the site. Coming soon

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: discovery and insight lead, senior UX/UI, service design, or a product lead role where design skills matter for the product’s success. I like variation, and these skills are tightly connected. 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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