Hi, I’m Joakim Bergman, senior UX and product designer

From product design to AI‑powered building.

I help founders and product teams shape digital products people understand, build early versions with AI-assisted development, and give them a clear brand and story.

Book a 30-minute callSee selected work
Joakim Bergman, smiling, outdoors
In UX since 2014Malmö, Sweden

LazyMealsMy own product, early access open

Worked with

  • Eventscript
  • SaveLend
  • Billecta
  • LoanStep
  • Salary
  • Studentbase
  • AI-Strategy
  • Graftus

What I help with

Shape it, design it, build it.

Four services along one path, from first idea to a working first version. Working across all of them means fewer hand-offs and decisions that hold together.

  1. Shape the idea

    Startup Advisory

    Practical advice for founders on product strategy, UX, brand and pitch material.

  2. Find the story

    Branding Workshops

    A tailored workshop process that turns what matters to your company into a brand proposition and brand guide.

  3. Design the product

    UX & Product Design

    User flows, interfaces, design systems and accessibility for new apps and growing digital platforms.

  4. Build it

    Building with AI

    Websites, prototypes and early versions of apps, built with AI-assisted development the way I built LazyMeals.

Selected work

Three digital products, up close.

My own app, built end to end; a SaaS platform I co-founded and designed; and a fintech platform where I led UX and UI design.

My own app · design and build

LazyMeals

A meal planning app that plans the week around everyone in the household. I designed it and built both the app and its multilingual website using AI-assisted development. Early-access sign-ups are open ahead of launch.

LazyMeals onboarding chat asking about food preferences
A conversation instead of a form
A weekly meal plan drafted by LazyMeals
One plan for the household
LazyMeals grocery list generated from the plan
From plan to grocery list
Pitch deck slide showing the Eventscript product on laptop and phoneCover of the Eventscript brand guideCore colour palette page from the Eventscript brand guide

Co-founder and Head of Design

Eventscript

A SaaS platform for event planning and management. I have designed the platform from the first concept, while the engineering team builds it. I also created the brand guide, designed the pitch deck, and designed and built the new website myself.

  • Platform design
  • Brand guide
  • Pitch deck
  • Website

UX and interaction designer, SaveLend Group

SaveLend

A fintech platform that had grown organically. Under the Head of Design, I led UX and UI design across the platform, built a design system shared by several products, and have worked with WCAG accessibility since 2024.

  • UX and UI design
  • Design system
  • Accessibility
Four redesigned SaveLend app screens: welcome, portfolio overview, a project page and a KYC formExample page from the SaveLend design documentation describing the navigation component
Portrait of Joakim Bergman in a dark jacket and patterned shirt

About

The person you talk to is the person doing the work.

I run Bergie Consulting on my own, so there are no hand-offs between the conversation and the design.

I am a senior UX and interaction designer, and my work has covered SaaS, fintech and digital platforms, with a focus on complex user flows, design systems and accessibility. Figma has been my main tool from the start. More recently I have added AI tools such as Claude and ChatGPT to explore ideas, prototype and build.

Based in
Malmö, Sweden
In UX since
2014
Accessibility
WCAG since 2024
  • Figma
  • Claude
  • ChatGPT
  • Supabase

Working on a digital product, a brand or a pitch?

Book a 30-minute call to talk it through, or connect with me on LinkedIn.

Book a 30-minute callLinkedIn