I start with the problem. Always.
Hi, I’m Devina, a product designer based in Sweden with 5+ years in B2B SaaS and customer products, part of a broader decade in design. I work at the intersection of PMs, engineering, and stakeholders, figuring out the hard problems, shipping them, and leaving the design system better than I found it
KATRIN HUMAL
Lead Product Manager at Minut
“She delivered high-quality work on everything from high-level solution concepts to UX flows and specific Ul, as well as customer interviews and UX research. As our design lead, she was also responsible for the overall look and feel of our apps. She was the one that established our design system and led her design and front-end colleagues in adopting and maintaining it.”
SINEM SECIL
Product Manager at Minut
“At a time when AI tools make it easy to reach “good enough” quickly, Devina stands out as a designer who knows where to focus for real differentiation. She is highly collaborative, works exceptionally well with engineers, communicates her decisions clearly, brings a strong sense of urgency, and navigates ambiguity with confidence.”
JOSEPH LUNDSTRÖM
Full-stack Developer at Minut
“She’s an excellent collaborator and a great sounding board for ideas. Our back-and-forth was not only fun, but also helped us build a better product. I’d happily work with her again.”
ALICJA JADER
UX Designer/Product Manager at Minut
“Her work on the design system really stood out – she played the leading role, coordinating all feedback sessions and design work. We still use the design system she built today!”
SELECTED CASE STUDIES
Work that shipped
Password protected
AI Design • Feature Onboarding • B2B SaaS • Web & Mobile
New Launch: Getting Users to Trust an AI That Speaks for Them
Onboarding design for an AI-powered unified inbox that drove activation rates above 60% among engaged users.
Password protected
Growth • E-commerce • Conversion • B2B SAAS • Optimisation • Web Responsive
From One Product to Many: Rebuilding the Storefront for Scale
E-commerce redesign that increased conversion by 40% and average cart size by 10%, validated through A/B testing.
DESIGN SYSTEM • ACCESSIBILITY • END-TO-END PROCESS • B2B SAAS • Web & Mobile
Building the Foundation That Outlasted the Rebrand
Design system rebuild that reduced rebrand rollout time by 83%, from six months to four weeks across all platforms.
ABOUT ME
“I love asking stupid questions. They often uncover the assumptions hiding in plain sight.”
For the last 5+ years, I’ve been embedded in product teams at B2B SaaS companies, customer product and a consultancy, working across the full process: research, interaction design, and design systems.
Based in Helsingborg, Sweden. Helping teams turn complex problems into products that ship, and quietly hoping every one of them makes someone’s life a little better.
- End-to-end product design
- Design systems
- User research & interviews
- B2B SaaS & consumer
- Cross-functional collaboration
- A/B testing & validation
- Figma · Prototyping
- AI-assisted workflows