Hi again 👋

You already know what I do. Here’s a bit about why.

I was an annoying child, mostly because I never stopped asking why. Every answer my mom gave me somehow created three more questions (scroll ↓ for a hint of the experience).
Eventually, that habit found better places to go.

Physiotherapy was the first. What someone tells you is wrong is rarely the whole story, so I learned to watch closely, ask better questions, and work backwards to the cause. Product design rewards the same instinct.

I still ask pretty much the same questions: why did someone hesitate, why did something feel obvious to one person and confusing to another, and what was really happening underneath.

The short version of a long detour

None of this was planned, although there were clues. Presentations, passwords, printers, anything that had mysteriously stopped working usually ended up with me.

I spent years in clinics and classrooms before switching to design. That detour gave me habits I still use every day: looking for evidence, reasoning through messy problems, teaching clearly, and making complicated things easier to understand.

Skills + tools

Product StrategyUX ResearchBehavioral DesignAI Product DesignSystems ThinkingPrototyping in CodeFigmaClaude CodeCursorPaperMiro

Experience

Mentor early-stage founders on product discovery, research, strategy, and design. Help teams test assumptions, decide what matters first, and turn early ideas into products they can validate.

Design end-to-end flows for a clinical AI platform used by physicians. Reduced registration drop-off by 26% on a SaaS product by moving account creation until after users reached real value. Led UX across healthcare, SaaS, and agriculture projects.

Sole product designer across discovery, strategy, design, and delivery. Rebuilt onboarding around a trust problem, doubling conversion from 4.3% to 8.6%. Built the company's first design system and helped shape its pivot into B1 exam preparation.

Taught and assessed more than 1,000 students, turning clinical reasoning into clear, evidence-based learning. Co-authored a physiotherapy textbook.

Off the clock

The things outside of work probably say the most about me as a person and a designer.

I like the routine of the gym, the chaos of living with two dogs, and the quiet challenge of getting back to things I used to love.

Kimi is a poodle convinced she is the main character. Bark is a Staffordshire. The combination makes very little sense on paper and works perfectly in practice.

I also have a guitar. We are currently in a long-distance relationship. It sits there waiting, and we are both wondering who will blink first.

In tribute to my mom, who fielded roughly ten thousand of these questions.
I made one that never runs out of answers.

Want to know why?

Thank you for scrolling.

Hope something here made you curious.

Looking forward to meeting you too.

Ejla