A marble statue of Eurydice in a beret and leather jacket, waist-deep in dark water

Product Designer making complex systems feel calm.

Caught between what is real and what could be.

Every calm surface rests on something deep.

The screens people touch are the last few centimetres of a product. Underneath are the flows, rules and edge cases that decide whether it holds. That is where I start.

I’m Elina, a product designer shaped by the stage and the server room.

I design SaaS products, dashboards and marketplaces. I start with the flows, states and rules underneath, then shape the interface people actually touch.

I came to design from the theatre and from IT, and hold a Master of Arts. Design is where they meet: I treat every product as a story to stage and a system that has to work.

Like Eurydice moving between two worlds, I balance imagination with usability: research and structure below, and a little magic left on the surface.

Before I designed interfaces, I wrote plays. The stage still shapes how I work: rhythm, tension, hierarchy, and the way people move through an experience, one scene at a time.

Product & UX design
UX research & flows
Design systems
Prototyping
Creative direction

Projects shipped: 20+
Design & technology: 8+ yrs
Arts: MA

Experience

Credits, most recent first

Résumé PDF

01
Creative DirectorNow
I lead AssistWorld’s brand vision, storytelling and design, and designed its website end to end, from structure and flows to the final interface.
AssistWorld
Dec 2024 to Present
02
UI/UX DesignerNow
More than 20 projects for international clients: SaaS products, dashboards, marketplaces and websites, from UX research and flows to UI, prototypes and design systems.
Freelance
Apr 2022 to Present
03
IT Specialist
Technical support and keeping systems running. It taught me how software breaks, and what that feels like for the people using it.
Lirok
Apr 2017 to Nov 2020

Process

The way back up

In the myth, Eurydice is lost on the path back to the surface. Ideas get lost the same way, somewhere between research and release. This is how I carry them up.

I 01 / 04

Listen

Start with the people who use it every day.

Interviews, support tickets, session recordings and a lot of sitting next to people. I write down what they do, not only what they say.

Research
Interviews
Analytics

II 02 / 04

Map

Structure before screens.

Flows, states, permissions and edge cases on one map, so the whole team argues about the same thing. Most product problems are solved here.

Information architecture
User flows
Blueprints

III 03 / 04

Shape

Make it calm, then make it real.

Interface design in Figma, then prototypes in code when the interaction matters. Components go into the design system, so the next feature starts halfway done.

UI design
Prototyping
Design systems

IV 04 / 04

Surface

Ship it, measure it, keep what works.

I stay through handoff and QA, check the build in the browser and read the numbers after launch. The work is done when people use it, not when the file is approved.

Handoff
QA
Metrics

Selected work · 2022–2026

Calm interfaces for complicated products

Journal

Notes on product design, design systems, and the work under the surface.

Open the journal

9 Oct 2026Designing the invisibleWhy the best interface decisions often happen before the interface exists.3 min read

Underworld

An experimental gallery, below the surface: brands, apps, games and whole worlds I imagined and designed for no client but curiosity. The place where ideas go further than any brief would let them.

Open the Underworld

Product Designer making complex systems feel calm.

I’m Elina, a product designer shaped by the stage and the server room.

Experience

Creative DirectorNow

UI/UX DesignerNow

IT Specialist