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About

Calm interfacesfor complicatedproducts.

I'm Iris, a product designer in Copenhagen. For nine years I've helped teams in finance, health, travel and logistics turn complicated systems into products people trust.

Studio passNo. 0042
Iris LundProduct designer, UX and UI
Based in
Copenhagen
Since
2017
Focus
UX and UI

My story

I started out as a front-end developer in Malmö, building other people's designs. I kept noticing the moments where a screen made sense to the team and confused everyone else, and in 2017 I moved to the other side of the handoff to fix them.

Since then I've designed at an agency, led design for everyday banking at a bank with two million customers, and, since 2022, worked independently. I usually join one product team at a time for three to six months and lead the design end to end: research, flows, interface, prototype and the system underneath it.

My code background still shows. I think in components, states and edge cases, I write specs engineers actually read, and I would rather test a scrappy prototype on Tuesday than present a perfect deck on Friday.

Working on
A design system for a Nordic insurer
Learning
Interactive motion in Rive
Reading
Thinking in Systems, by Donella Meadows
Outside work
Lopsided pottery and cold harbour swims
Work with me

Booking new projects from January 2027

Principles

Four things Ibring to every team.

Tools and trends change every year. These have held up across banks, clinics, rail lines and design systems.

  1. 01

    Start with the decision, not the screen

    Every screen exists to help someone decide or do something. I find that moment first, then design backwards from it.

  2. 02

    Design the boring states

    Empty, loading, error, offline, a name that is far too long. The unglamorous states are where trust is won or lost.

  3. 03

    Show it, don't pitch it

    A rough prototype in someone's hands settles more debates than any slide deck, so I test early, often and in real context.

  4. 04

    Leave the team stronger

    Good work outlasts the engagement. I document decisions, share the research and make sure the team can carry it forward.

Experience

Where I haveworked.

  1. 2022 to now

    Independent product designer

    Self-employed, Copenhagen

    Research-led redesigns and design systems for product teams in fintech, health, travel and logistics, usually one or two teams at a time.

  2. 2019 to 2022

    Senior product designer

    Norra Bank, Stockholm

    Designed everyday banking for two million customers and set up the bank's first in-house usability lab.

  3. 2017 to 2019

    UX designer

    Studio Brava, Copenhagen

    Shipped more than twenty products for startups and public sector clients across the Nordics.

  4. 2015 to 2017

    Front-end developer

    Openfield, Malmö

    Built interfaces before I designed them, which still shapes how I hand work over to engineers.

Toolkit

The tools change.The craft does not.

What I reach for today, picked to fit each team rather than the other way around.

Design

  • Figma
  • Framer
  • ProtoPie
  • Rive

Research

  • Maze
  • Dovetail
  • Lookback
  • Hotjar

Build

  • Storybook
  • HTML and CSS
  • React basics
  • Tokens Studio

Together

  • FigJam
  • Notion
  • Linear
  • Loom

Studio

Where the workhappens.

A smiling teammate in a grey sweater reading rows of colored sticky notes on a glass wall.
Synthesis day: two weeks of interviews, sorted into one wall of patterns.
A tidy wooden desk with a laptop, a fern and a cup of pencils in warm afternoon light.
The studio in Copenhagen, where most of the quiet, detailed work happens.

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.

Start a conversation

Booking new projects from January 2027