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
Match your needs with my skills

Companies I’ve worked with

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 · 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. Understanding the users and the opportunityShaping the experienceSetting the product directionLeading product developmentBalancing user and business needsOutcomes and learnings 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. From UX Designers to Product DesignersLeading the design team as line managerCreating a shared view of the experienceConnecting discovery to product directionScaling design quality across teamsOutcomes and learnings 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 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. The challengeHow I workedThe app, flow by flowDesign system 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. 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 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. The challengeVersion 1 and the user testCreate a layoutBuild the menuKey design decisionsNext steps 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. The brief I gave myselfDesigning and building with ClaudeCases that show the whole rangeOne identity, from site to CVThe design systemDesign principles for the siteLearnings 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. Where I started fromRoadmap and prioritisationUnderstanding the usersShaping the experienceLeading product developmentOutcomes and learnings 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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