01 // Professional Experience
IT Consultant(Netlight)
REF-001Oct 2022 – Present
- Working as an embedded Senior Designer across clients in different industries and consistently delivering end-to-end product design in complex, ambiguous environments.
- Drove the growth of Netlight's Design service area, contributing to raising the bar for design craft.
Brand & Design System Lead(Canucci AB - via Netlight)
REF-002April 2026 – May 2026
- Led competitive landscape analysis and user research to position the product in a distinct, defensible market niche — directly informing brand strategy and go-to-market differentiation.
- Developed and facilitated stakeholder alignment across five brand directions, driving confident decision-making in a previously ambiguous creative process.
- Prototyped and validated the new brand within the live product UI, resulting in measurably increased user trust and engagement during demo calls.
- Architected a scalable design system with structured token hierarchy, synced to the codebase via ZeroHeight — establishing a single source of truth that eliminates design debt at scale.
Design systemBrandingVisual Design
CASE STUDY ↗Sr. UX/UI Designer(Bayer Pharmaceuticals AG - via Netlight)
REF-003Nov 2025 – Feb 2026
- Led end-to-end product discovery for a complex data tracking system, defining user journeys, problem space, and MLP scope based on business impact and feasibility.
- Facilitated cross-functional workshops with stakeholders to align on product vision, roadmap, and success metrics.
- Directed research and rapid AI-assisted prototyping to validate key hypotheses with target users.
- Shipped an MLP within 4 months, improving user efficiency and accelerating internal decision-making.
UX&UI DESIGNPRODUCT DISCOVERYAI PROTOTYPINGProduct Management
Product & UI Designer(Thermo-Calc Software AB - via Netlight)
REF-004Feb 2025 – June 2025
- Owned redesign and rebranding of a complex thermodynamic calculator web application, translating advanced thermodynamic workflows into intuitive user experiences.
- Simplified complex configuration flows, reducing user effort by ~40% and improving task success rates.
- Built and scaled a design system to support long-term product expansion and consistency across features.
- Partnered with PM and Dev to define success metrics, shape roadmap priorities, and validate usability improvements.
DESIGN SYSTEMSUSER RESEARCHStakeholder ManagementBranding
UX & UI Designer(Scania Group - via Netlight)
REF-005Sep 2023 – Oct 2024
- Led redesign of a global Help Center platform serving 100k+ users across 40+ business units.
- Conducted in-depth discovery research to identify key friction points and define prioritisation strategy.
- Re-architected information structure and onboarding experience, reducing average resolution time by 30%.
- Drove cross-team alignment across multiple brands and markets, ensuring scalable and consistent user experience.
STAKEHOLDER MANAGEMENTRESEARCHOnboardingEnterprise Saas
Mia LiuCurriculum Vitae — p.02
01 // Experience cont.
UI Design Lead (Design Systems & Product)(Storykit-AI Marketing Video - via Netlight)
REF-006Oct 2022 – Aug 2023
- Led visual and UX redesign of an AI video editor, strengthening brand identity and product usability.
- Built and operationalised a scalable design system, introducing design tokens, accessibility standards, and documentation.
- Established design-to-development workflows by integrating Figma with GitHub, improving delivery efficiency.
- Transformed user management into a self-service model, significantly reducing support overhead and operational costs.
UI DESIGNDESIGN SYSTEMAI VIDEOINTERACTION DESIGNBranding & Strategy
Product Designer(BlaBlaCar - Car Sharing )
REF-007Jan 2022 – June 2022
- Drove prototyping and validation of a new “Smart Pricing” feature, enabling reliable usability testing.
- Collaborated with cross-functional teams to define pricing experience for 100M users.
- Established a CRM design system as an extension of the core design language, ensuring consistency across 22 markets.
FRAMERDESIGN SYSTEMDESIGN TOKENSINTERACTION DESIGNSTAKEHOLDER MANAGEMENT
UX & UI Design Lead(blankt Group AB — E-commerce)
REF-008Jan 2021 – March 2022
- Owned end-to-end design for a Stockholm-based B2C poster retailer entering a competitive customisation market.
- Ran rigorous usability testing to simplify a complex editing workflow, reducing friction at key drop-off points in the purchase journey.
- Built a full Figma design system with token architecture that connected design directly to the frontend team, enabling consistent, scalable output beyond the initial launch.
PRODUCT DISCOVERYUX & UI DESIGNSTRATEGYDESIGN SYSTEM
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