Devina Ardya

I start with the problem. Always.

I’m Devina, a product designer based in Helsingborg, Sweden. I have almost 6 years of experience designing B2B SaaS and consumer products, including working as Design Lead at Minut. I work closely with PMs and engineers, figure out the hard problems, ship them, and leave the design system better than I found it.

SELECTED CASE STUDIES

Work that shipped with measurable outcomes.

Getting Hosts to Trust an AI That Speaks for Them

Designed onboarding that helped hosts understand and confidently adopt an AI assistant.

FEATURE ONBOARDING

B2B SAAS

AI DESIGN

WEB & MOBILE APP

~60%

AI-activation rates

From Purchase to Activation

Reduced activation time and helped customers reach their first value moment faster.

Onboarding REDESIGN

ACTIVATION

B2B SaaS

Web & Mobile App

+40%

in customer progression

~25%

fewer support requests

From One Product to Many: Rebuilding the Storefront for Scale

Redesigned the purchase flow to handle a growing product lineup, validated through A/B testing.

GROWTH

STOREFRONT REDESIGN

Conversion Optimisation

Web responsive

+40%

conversion

+10%

avg. cart size

Building the Foundation That Outlasted the Rebrand

Rebuilt the design system and cut a rebrand rollout faster, giving engineers a single source of truth and room to ship.

Design system REBUILD

WCAG-ACCESSIBILITY

B2B SaaS

MULTIPLE PLATFORM

83%

faster rollout

~4 weeks

across all platforms

In their own words

What people say about working with me.

“She delivered high-quality work from high-level concepts to UX flows, and was the one that established our design system.”

KH

KATRIN HUMAL

Lead PM, Minut

“She knows where to focus for real differentiation. She ships, maintains momentum, and applies strong design thinking exactly where it matters.”

SC

SINEM SECIL

PM, Minut

“She’s an excellent collaborator and a great sounding board for ideas. Our back-and-forth helped us build a better product.”

JL

Joseph Lundström

Developer, Minut

“She played the leading role on the design system, coordinating all feedback sessions and design work. We still use the design system she built today!”

AJ

ALICJA JADER

PM, Minut

ABOUT ME

“I love asking stupid questions. They often uncover the assumptions hiding in plain sight.”

For the last 6 years, I’ve worked closely with product teams across B2B SaaS, consumer products, and consultancy, designing onboarding flows, growth experiences, internal tools, and systems that need to scale as products evolve.

Whether the brief is ‘we have nothing yet‘ or ‘we have too much and none of it connects‘, I’ve been there. Expanding features, onboarding flows that are harder to navigate than they used to be, AI behaviour users don’t fully trust yet, structures that no longer scale cleanly across platforms.

Most of my work sits somewhere between product structure, onboarding, and design systems, while quietly hoping some of it makes someone’s day a little easier.

I usually work across:

01. Onboarding & activation flows

02. Complex product structure

03. Design systems & scalability

04. AI-assisted experiences

05. Responsive web & mobile

06. PM × engineering partnership

Based in Helsingborg, Sweden 🇸🇪 — open to Product Designer roles, remote across the EU, or Hybrid/On-site within Sweden.

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.