Alex Lind

Alex Lind

Product designer working between design systems and code

Availability
Open to offers
Now
Senior Product Designer, Northwind (demo)
Experience
10 yrs 4 mo
Based in
Stockholm · Hybrid

About

I design products that stay coherent as they grow. Most of my work sits where design systems meet engineering: tokens, components, and the tooling that keeps teams shipping the same UI. I prototype in code, write a lot, and care about the boring details that make interfaces feel calm.

Looking for

A senior or staff role on a product team that treats its design system as a product. Remote-friendly, Europe.

Selected work

4 projects
Northwind's Orders screen, built entirely from Keel components

Design system uplift

2024

Turning a component library nobody trusted into the default way four teams build UI.

41% increase in component adoption

Five screens from the new Fjord Bank onboarding, from welcome to account ready

Onboarding rework

2021

A calmer first week for new bank customers.

18% increase in activation

The same Northwind screen in light and dark, both generated from one set of tokens

Tokens pipeline

2023

One source of truth for colour, type and spacing, from Figma variables to CSS.

0 manual token edits since launch

Gradient business cards on a table

Brand identities for Nordic startups

2018

Five identity systems, from wordmark to packaging, built to survive a growing team.

5 identity systems shipped

Experience

10 yrs 4 mo

2022 – Now

Senior Product Designer · Northwind (demo)

Senior · Full-time · 4 yrs 9 mo · Stockholm

Own the design system and its adoption across four product teams. Pair with engineering on tokens, component APIs and Storybook docs.

Design systemsDesign tokensStorybookReactPrototyping

2019 – 2022

Product Designer · Fjord Bank (demo)

Mid-level · Full-time · 3 yrs 2 mo · Stockholm

Designed onboarding and account flows for the mobile bank. Ran usability testing and worked closely with compliance.

Product designUsability testingOnboardingAccessibility

2016 – 2018

Designer · Studio Nord (demo)

Junior · Full-time · 2 yrs 5 mo · Stockholm

Brand identities and marketing sites for Nordic startups.

Visual designBrand identityTypography

Education

2013 – 2016

Beckmans College of Design

Bachelor's, Visual Communication

2018 – 2019

Hyper Island

Vocational, Digital Experience Design

Studio-based programme; industry projects with Spotify and SVT.

2012 – 2013

Stockholm University

Course, Cognitive Science

2021

Interaction Design Foundation

Certificate, Accessibility: How to Design for All

Writing & talks

  • talk · 2024Your design system is a product · Nordic Design MeetupWhy adoption, not coverage, is the metric that matters.
  • article · 2023Tokens are a contract, not a palette · MediumWhy naming decides whether a design system survives its second year.
  • talk · 2022Onboarding people, not accounts · Fintech Design DayWhat regulation actually requires in onboarding — and what teams add out of fear.
  • podcast · 2024Adoption over coverage · Design Systems PodcastA conversation about measuring whether a system is used, not just built.
  • article · 2024What I learned auditing 400 screens · Northwind blog (demo)Start from production, not Figma: the audit method behind our uplift.

Kind words

“Alex made our design system something engineers wanted to use. Rare.”
Sam Berg · Engineering manager I worked with, Northwind (demo)
“Alex turned a compliance-heavy flow into something customers thanked us for. Calm under pressure, and always brought evidence.”
Maja Ek · Product lead I worked with, Fjord Bank (demo)
“Five years on, our brand still looks like us. Alex built a system, not a logo, and our team has grown into it.”
Jonas Holm · Founder, client, Studio Nord (demo)
“The rare designer who makes engineers faster. Alex's documentation is the first thing new hires read.”
Lina Berg · Design director, Northwind (demo)
“Alex speaks both languages. Component APIs got simpler every time we paired.”
Omar Said · Senior engineer I paired with, Northwind (demo)
“Alex sat in on every research session and changed the design the same afternoon. Nothing got lost between findings and product.”
Karin Lund · UX researcher on the same team, Fjord Bank (demo)

Elsewhere