Maya Lindqvist
Senior Product Designer
See case studiesStatement
Product designer focused on complex B2B tools. I turn tangled workflows into interfaces people actually enjoy using. Ten years, three fintechs, and a healthy obsession with the empty state.
10
Years
41%
Task time ↓
6
Teams on system
About
I came to design from cognitive science, which is a fancy way of saying I'm fascinated by how people make decisions under pressure. That lens shapes everything I do: I start with the messiest real workflow I can find, map where people hesitate, and design the smallest change that removes the friction. I've led design for onboarding, dashboards, and permission systems — the unglamorous surfaces where good design quietly saves teams hours every week.
Works
Case study · Fintech · B2B
Settlements, rebuilt
Case study: reducing a 9-step reconciliation flow to 3. Research, prototypes, and the 41% task-time win.
View projectDesign system · Tokens
Northstar Design System
Built a 240-component, token-driven system adopted by 6 product teams. From audit to governance model.
View projectCase study · Trust
Consent, without the dark patterns
Designing open-banking permission flows that are legible and still convert. A study in honest UX.
View projectPatterns · Onboarding
Empty states that teach
A pattern library for first-run experiences that turns blank screens into onboarding moments.
View projectGallery
Practice
10 years designing B2B products from 0→1 and scaling design systems
Senior Product Designer
Klarna
Own merchant dashboard. Redesigned the settlements flow — task time down 41%, support tickets down 28%.
Product Designer
Tink
Designed the consent and connection flows for an open-banking API used across the EU.
UX Designer
Spotify
Creator-tools team — analytics and release workflows for artists.
Education
MSc Human-Computer Interaction — KTH Royal Institute of Technology 2015
Expertise
Product Strategy · Design Systems · Figma · Prototyping · User Research · Accessibility (WCAG) · Design Tokens · Workshops
Certifications
NN/g UX Certification — Nielsen Norman Group 2019
Services
Product design (0→1)
Design systems
UX audits
Research & testing
Design ops
Open to fractional and advisory engagements with product teams.
Project-based, from €8,000
Words
“Maya has the rare ability to hold the whole system in her head and still obsess over a single interaction. The settlements redesign paid for itself in a quarter.”
“Working against her design system is a joy — every token and state is accounted for.”
Recognition
- Awwwards Jury 2024
- Speaker, Config by Figma 2023
- Core77 Design Award — Interaction