Human-Centered Design for Complex Systems.

I’m a product-focused UI/UX designer with a background in Industrial Design Engineering. I’m driven by curiosity about human behavior and enjoy turning complex ideas and everyday problems into clear, user-friendly experiences.

What made me grow

6+

Years of design and tech education,
still taking classes to keep growing.

4+

Years of hands-on experience in design,
tech, and research.

100+

Projects and collaborations across teams, industries, and time zones.

I design with empathy, curiosity, and a human touch that AI can’t match.

0
+

Years of design and tech education, and still taking classes to keep learning.

0
+

Years of hands-on experience in design, tech, and research.

0
+

Projects and collaborations across teams, industries, and time zones.

I got into design to make things work better, feel more fun, and be more inclusive. I blend creative problem-solving with systems thinking to create experiences that are accessible and full of personality.

0
+

Years of design and tech education,
still taking classes just for fun.

0
+

Years of hands-on experience in design,
tech, and research.

0
+

Projects and collaborations across teams, industries, and time zones.

Tech startup for Steel Platform

Webflow Develope
AI & Innovation
Tech Startup

Felux is an AI-powered operating platform for the steel industry. Worked on the end-to-end design and Webflow build of the platform’s public experience, translating a complex, AI-driven product into a clear, user-friendly, system-based interface.

  • Interaction patterns that build trust and usability for industrial users
  • Brand-to-product alignment across an enterprise SaaS audience
View Live Website

Reframing how self-help tools support vulnerable users

User Research
App Design
Non-Profit

Stella is a mobile support and care platform for girls and young women. I led the end-to-end product redesign, translating complex emotional needs into a clear, supportive, and scalable experience.

  • User research and insight synthesis with over 100 participants
  • Mobile-first UX and information architecture designed to reduce cognitive load

Impact:

420% increase in monthly active users

215% increase in organic app store downloads

View Project

AI-Powered Software Website

Webflow Development
AI & Innofation
Tech Company

Moreland Connect is a custom software and AI consultancy. Worked on the end-to-end redesign and Webflow build. Translating a complex service offering into a clear, scalable, system-based interface that communicates technical credibility and innovation.

  • CMS optimization for dynamic content and case studies
  • Custom form and interaction design to support conversion and lead quality
View Live Website

Designing Trust and Conversion in Entertainment Insurance

Webflow Development
UI/UX Design
Insurance

Reel Media is a digital insurance platform for the entertainment industry. I led the UX/UI design and Webflow build, translating complex insurance offerings into a clear, engaging, and conversion-focused experience.

  • User-centered information architecture and navigation built around key user intents
  • Interaction design and motion to guide attention and increase engagement
  • Brand-to-product alignment balancing cinematic identity with trust and usability

Impact:‍

75% increase in qualified leads generated

40% reduction in bounce rate

View Project
Design Sprint
Brand Design
Queer Community

Creative Community Platform

A concept driven project, exploring a user-friendly social platform that connects queer people through shared creative interests. Designed the full visual identity and homepage design that makes connecting with others easy and fun.
View Project
Webflow Development
Custom Code
Music Artist

A digital platform for funky Artist

An artist platform for a Swedish musician, combining retro branding with a custom Webflow build. The experience focuses on clarity and usability, including custom-coded solutions that make exploring music and content intuitive and engaging.
View Project

Selected Live project

Tech startup for Steel Platform

Webflow Development
Tech Startup
AI & Innovation

Felux is an AI-powered operating platform for the steel industry. I led the end-to-end design and Webflow build of the platform’s public experience, translating a complex, AI-driven product into a clear, scalable, system-based interface.

‍

Focus areas:

  • Information architecture to clearly communicate complex AI functionality
  • System-driven UI and visual language to support scalability
  • Interaction patterns that build trust and usability for industrial users
  • Brand-to-product alignment across an enterprise SaaS audience
Role

Lead Designer and Webflow Developer

Agency and Client
Agency - Vividfront.com
Client - Felux
Visit Live Site

AI-Powered Software Website

Webflow Development
Tech Company
AI & Innovation

Moreland Connect is a custom software and AI consultancy. I led the end-to-end redesign and Webflow build of the platform’s public experience, translating a complex service offering into a clear, scalable, system-based interface that communicates technical credibility and innovation.

Focus areas:

  • Information architecture to clarify complex AI and software services
  • System-driven UI and layout patterns to support scalability
  • CMS optimization for dynamic content and case studies
  • Personalized filtering and navigation to improve content discovery
  • Custom form and interaction design to support conversion and lead quality
Role

Lead Designer and Webflow Developer

Agency and Client
Agency - Vividfront
Client - MorelandConnect
Visit Live Site

Concept Screens & Explorations

I'm always exploring different ways to be creative and keep up with the latest technology to create meaningful experiences, whether it's designing beyond the screen or leveraging AI.

App for a physical sensory system

An app concept connected to a sensory hub artifact, designed to support thermal comfort and wellbeing through multi-sensory interaction and system-driven UX.

Playful finance learning for kids

A gamified concept that introduces basic stock market principles through playful interactions, designed to make complex systems understandable at an early age.

Delay tracking for production efficiency

A platform concept designed to help sheet metal teams track project delays, improve visibility across workflows, and reduce inefficiencies.

Image Gallery

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A Little About me

I’m Paulina (Palle), a Swedish product designer with an MSc in Industrial Design Engineering, now based in Brooklyn. I grew up around engineers, artists, and musicians, which made curiosity feel natural and problem-solving feel fun.

Where I come from

My background in engineering taught me to think in systems and constraints, while my interest in psychology and human behaviour pulled me toward UX. Product design became the place where structure, empathy, and creativity could live together.

How I like to work

I thrive in collaborative, fast-moving teams where ideas are shared openly and details matter. I care deeply about clarity, accessibility, and building things that feel thoughtful, and meaningful to the people using them.

Wanna work with a cool, creative, and passionate designer?

Let’s save the world, or at least create some super cool projects together.

"We wouldn’t have been able to reach as many girls and young women without Paulina. She truly understands our mission and our audience,  creating designs that are both thoughtful and full of heart. Working with her made our vision come alive."

TjejjourenVäst

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