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Iris Lund, Product designer

I make complicatedproducts feel simple.

I'm Iris, a product designer in Copenhagen. For nine years I've designed fintech, health and B2B products, from the first user interview to the shipped interface.

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Booking new projects from January 2027

Iris Lund / Selected work

Tally

Fintech · 2025

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Teams I have designed with: Tally, Freightline, Halden Health, Wayfare, shelfwise, Kiln & Co, Norra Bank, Studio Brava, Openfield, Parcelo

Selected work

Recent case studies

A few projects I'm proud of, each one told from the first interview to the numbers after launch.

All 6 projects
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Tally · 2025Fintech

Rebuilding a banking app around one question

Tally’s 900,000 members kept asking support the same thing: how much can I actually spend? I led the redesign of the home screen and spending insights so the answer takes three seconds, not three screens.

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Freightline · 2024Design systems

One design system for six product teams

Freightline’s six product teams worked from four UI kits, with three shades of “primary blue” and no shared language. I led Atlas, a token-based design system that designers and engineers now build from together.

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Halden Health · 2024Healthcare

Booking care without the phone queue

A network of 40 clinics booked almost every appointment by phone. I designed an online booking flow that works as well for patients in their seventies as it does for their grandchildren.

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Wayfare · 2023Travel

Rebooking a train when everything goes wrong

When strikes or storms cancel trains, Wayfare’s travelers used to queue for hours. I designed the disruption experience, from the first alert to a new seat, so most people can rebook in three taps.

What I do

From first interviewto shipped interface.

I lead the design work end to end, or join your team for the part you need most. Either way, research and craft stay connected.

  • 01

    Research and strategy

    Interviews, diary studies and usability tests that turn opinions into evidence, and a plan the whole team can stand behind.

    • Research plans
    • Journey maps
    • Opportunity sizing
  • 02

    UX and interaction design

    Flows, structure and prototypes that make complicated tasks feel obvious, tested with real people before a line of code is written.

    • User flows
    • Wireframes
    • Prototypes
  • 03

    UI and visual design

    Calm, accessible interfaces with a clear hierarchy, considered motion and every state accounted for, from empty to error.

    • High-fidelity UI
    • Motion specs
    • Accessibility reviews
  • 04

    Design systems

    Tokens, components and documentation that help product teams ship consistent screens faster, in Figma and in code.

    • Design tokens
    • Component libraries
    • Contribution guides

How I work

A simple process,done with care.

Most projects run six to sixteen weeks. Every phase ends with something you can see, test or ship, so nothing important is left for the end.

  1. 01Weeks 1 to 2

    Understand

    Stakeholder interviews, analytics and conversations with the people who use the product. We agree on the problem before anyone opens Figma.

    You getA problem brief and success metrics

  2. 02Weeks 2 to 4

    Explore

    Lots of rough ideas, quickly. Sketches, flows and simple prototypes, tested with users until one direction clearly wins.

    You getTested concepts and flows

  3. 03Weeks 4 to 8

    Design

    High-fidelity interfaces built on a real system, with every state, edge case and breakpoint, reviewed with engineering as we go.

    You getUI, a working prototype and specs

  4. 04Week 8 onward

    Ship and learn

    I stay close through build and launch, then measure against the goals we set on day one and keep improving what we shipped.

    You getLaunch support and a results review

Kind words

“Iris didn’t just redesign our home screen, she changed how the whole team talks about money. Every roadmap debate now starts with her three-second test.”

Sofie BrandtHead of Product, TallyRead the Tally case study
Studio passNo. 0042
Iris LundProduct designer, UX and UI
Based in
Copenhagen
Since
2017
Focus
UX and UI

About

Designer, researcher,recovering developer.

I'm Iris. I wrote front-end code before I designed it, moved into design in 2017 and have spent the years since helping teams untangle complicated products. Today I work independently, with one or two teams at a time.

years designing digital products
9
products shipped to real users
40+
design systems built or rescued
6
people interviewed and tested with
300+
More about me

Get in touch

Have a product thatneeds untangling?

Tell me what you're building and where it hurts. I reply to every message within two working days, with honest thoughts on whether I can help.

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Booking new projects from January 2027