Hi, I’m Mikaela.

Turning complex needs into clear products and services

I help organisations understand their users and turn complex needs and challenges into clear digital products and services. I lead the work from insight to direction, while staying hands-on in research, concept development and UX/UI design. I also bring experience of leading design and cross-functional product development, including roadmap and prioritisation.

  • Curious by nature
  • Always learning
  • Happiest in a team
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 bring the user perspective into cross-functional teams, exploring behaviour, needs and context alongside business goals and technology. Together, we use that understanding to make better product decisions and design experiences that are genuinely useful.

Cases

Selected work

Product Design · Bilwebben Redesigning a complex marketplace from search to confident decision-making As the sole designer in a cross-functional team, I redesigned how people search, compare and decide on Bilwebben, making a complex marketplace clearer to navigate. See case study Discovery · Liber How we made customer and user insight part of the investment decisions I developed and embedded a shared way of working for how Liber continuously involves customers and users in product development, tested and developed in five ongoing projects and delivered with method support for the whole flow. See case study Product Design · TRR How we increased the use of the match profile and improved job matching UX research and UX/UI design, all the way to development-ready design. The share of users with a match profile rose from 30 to 50 percent. See case study Product Design · Byggföretagen How we simplified reporting across several companies and collective agreements UX research and UX/UI design of Lösen, one reporting service for time and pay, with its user flows and design system. See case study Service Design · PostNord Sending parcels without a label: towards a scalable logistics flow Mapping the whole parcel flow, from the locker to the terminal, sorting and delivery, and two future concepts for it. 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

    understanding the right problem

    • Design thinking
    • Problem framing
    • Opportunity mapping
    • Ideation
    • Hypothesis development
    • Research strategy
    • Concept development
    • Prioritisation
    • Evidence-based product decisions

  • Service Design & CX

    designing the whole journey

    • Journey mapping
    • Service blueprinting
    • Ecosystem mapping
    • Omnichannel experiences
    • Service concepts
    • Customer insight
    • Behavioural analysis
    • Operational feasibility

  • UX & Product Design

    turning insight into experiences

    • User research
    • Information architecture
    • UX flows
    • Interaction design
    • Wireframes
    • Prototyping
    • Usability testing
    • High-fidelity UI
    • Design systems
    • Accessibility

  • Design Leadership

    making design work across teams

    • Design direction
    • Cross-functional facilitation
    • Design critique
    • Stakeholder alignment
    • Coaching
    • Capability building
    • Ways of working
    • Product collaboration

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 connect and explore how to make it simpler!

Great products and services create value for both customers and businesses. It starts with understanding people, connecting their needs with business opportunities, workflows and technology, and using insights to challenge assumptions and rethink what’s possible.

+46 73 388 84 94

Get in touch

Tell me what you are working on and I will get back to you.

I only use your details to reply to you.