Product Designer
Maya Lindqvist
Senior Product Designer
Introduction
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.
00/ Index
10
Years
41%
Task time ↓
6
Teams on system
01/ 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.
Design should disappear. The best interface is the one nobody has to think about.
Clarity over cleverness · Evidence over opinion · Systems thinking · Accessibility
02/ Selected Work
- 01Case study · Fintech · B2B
Settlements, rebuilt
Case study: reducing a 9-step reconciliation flow to 3. Research, prototypes, and the 41% task-time win.
- 02Design system · Tokens
Northstar Design System
Built a 240-component, token-driven system adopted by 6 product teams. From audit to governance model.
- 03Case study · Trust
Consent, without the dark patterns
Designing open-banking permission flows that are legible and still convert. A study in honest UX.
- 04Patterns · Onboarding
Empty states that teach
A pattern library for first-run experiences that turns blank screens into onboarding moments.
03/ Experience
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
Capabilities
Product Strategy, Design Systems, Figma, Prototyping, User Research, Accessibility (WCAG), Design Tokens, Workshops
Certifications
NN/g UX Certification — Nielsen Norman Group 2019
04/ Images
06/ Services
- 01 Product design (0→1)
- 02 Design systems
- 03 UX audits
- 04 Research & testing
- 05 Design ops
Open to fractional and advisory engagements with product teams.
Project-based, from €8,000
09/ References
“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.”
10/ Recognition
- Awwwards Jury 2024
- Speaker, Config by Figma 2023
- Core77 Design Award — Interaction
12/ Contact