Senior Product Designer
Maya Lindqvist
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.
Productions
Case study · Fintech · B2B
Settlements, rebuilt
Case study: reducing a 9-step reconciliation flow to 3. Research, prototypes, and the 41% task-time win.
WatchDesign system · Tokens
Northstar Design System
Built a 240-component, token-driven system adopted by 6 product teams. From audit to governance model.
WatchCase study · Trust
Consent, without the dark patterns
Designing open-banking permission flows that are legible and still convert. A study in honest UX.
WatchPatterns · Onboarding
Empty states that teach
A pattern library for first-run experiences that turns blank screens into onboarding moments.
Watch10
Years
41%
Task time ↓
6
Teams on system
Stills
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.
Experience
10 years designing B2B products from 0→1 and scaling design systems
Senior Product Designer
2021 – PresentKlarna
Own merchant dashboard. Redesigned the settlements flow — task time down 41%, support tickets down 28%.
Product Designer
2018 – 2021Tink
Designed the consent and connection flows for an open-banking API used across the EU.
UX Designer
2015 – 2018Spotify
Creator-tools team — analytics and release workflows for artists.
Education
MSc Human-Computer Interaction — KTH Royal Institute of Technology 2015
Skills
Certifications
NN/g UX Certification — Nielsen Norman Group 2019
Services
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