Hi there,
I’m Devina
Graphic design got me started, but product design is where I found my footing. For the past 5+ years, I’ve worked across B2B and B2C SaaS products, focusing on onboarding, product structure, AI-assisted experiences, and design systems.
What keeps me interested is the investigative side of the work. The challenge is rarely just the interface itself, but understanding how user behaviour, business needs, technical constraints, and team perspectives all connect together.
A lot of the products I’ve worked on were already growing complex. Onboarding flows are becoming harder to navigate, systems are struggling to scale consistently, or new AI features are changing how users interact with the product. I enjoy working through that kind of ambiguity and helping teams turn it into something clearer and easier to use.
Lately, I’ve also been using AI tools to prototype faster and explore ideas earlier in the process. It’s changed how I work, mostly for the better.
The work I’m proudest of has always been collaborative. I enjoy working closely with engineers and PMs to figure out difficult problems together and ship solutions that are thoughtful, practical, and able to hold up as products evolve. And if I get to do that alongside genuinely great people, that part matters to me too.
Devina Ardya P. Na
PRODUCT DESIGNER
Based in
Helsingborg, Sweden
FOCUS
B2B SaaS • Customer product • Growth • Mobile Native & Web App • Design System
OPEN TO
Product Designer, Remote in EU or On-site/Hybrid within Sweden.
10 years in design, including 5+ years designing and shipping digital products.
Experiences
Minut, Sweden
UX/UI Designer (Design Lead) • 2023 – 2026
Led product design across onboarding, growth, and platform structure for a rapidly expanding B2B SaaS IoT product. Partnered closely with PMs and engineers to untangle complex flows, align teams around product decisions, and create clearer experiences for users interacting with new AI-assisted features.
Tretton37, Sweden
UX/UI Designer • 2022 – 2023
Worked across different client teams and industries, focusing on UX research, validating early product ideas, and helping modernise existing systems and experiences.
Freedrum Studio, Sweden
UX/UI Designer • 2020 – 2022
As the sole designer, I helped shape the product from its earliest stages by creating the initial interaction patterns, visual direction, and design foundations needed for the product to scale more consistently.
Trans TV, Indonesia
Graphic Designer • 2005 – 2010
Created promotional and on-air graphics across marketing and broadcast materials, balancing speed, clarity, and consistency under tight deadlines.
Areas I Usually Work Across
Product & Experience Design
- Onboarding & activation flows.
- Flows product structure and navigation.
- Design systems that need to scale across teams and platforms.
- AI-assisted experiences that require trust and clarity.
- Responsive web and mobile products.
- Accessibility and usability improvements.
Research & Collaboration
- Usability testing and lightweight research
- Workshop facilitation.
- Cross-functional collaboration with PMs and engineers.
- Iterative product development in agile teams.
TOOLS
- Figma.
- Jira.
- Amplitude.
- Hotjar.
FRONTEND
- HTML.
- CSS.
- Javascript.
WHEN I’M NOT DESIGNING
You can find me hanging out with my family, playing video games, baking, listening to audiobooks (detective stories are my favourite!), or mumble-singing along to 90s-Pop tunes.
LET’S TALK
Got a messy product problem?
If you think I’d be a great addition to your team, or just have a design problem to dig into, I’d love to hear about it.