ML◇ Orrin
Mara Lindqvist
Head of Product, Orrin
“Noor asked better questions in week one than we had in a year. The pay run redesign paid for itself in a month of support tickets.”
1 reply · Noor
▣ at-the-desk.jpgCrop · 381 × 476
[03]About
I've spent nine years untangling the software people use at work, for 4.2M people a month: payroll, physio bookings, furniture and mountain huts.
I start where the problem happens: on the reception desk, in the pay run, at the trailhead. Then I design the fewest decisions that get someone from stuck to done, and I stay until it ships.
Before going independent I designed at Fietsbank and Harbour Labs. Today I lead design at Orrin and take one outside project at a time.
Based inRotterdam, NL
Working withTeams of 5 to 5,000
LanguagesEnglish, Dutch, German
ResearchInteraction designPrototypingDesign systemsFramerWorkshops
More about me[05]In numbers
The file so far
Updated Sep 2026
Wyears01
0
designing software for teams of 5 to 5,000
Hproducts02
0
shipped to production, and still running
XM03
0.0M
people use them every month
Ysystems04
0
design systems built and documented
[06]Services
Four ways to work together
Most projects start with a research sprint and move right. Each frame is a separate engagement, so you can start anywhere.
Compare services# Frame 01
(01)
Product design
End-to-end design for web and mobile products, from the first sketch to the shipped screen. I work inside your team's rhythm, not beside it.
UX and UI designPrototypingUsability testingDesign QA
From €9,500 / monthFIXED SCOPE
# Frame 02(02)
Websites
Marketing sites and launch pages that explain the product before anyone has to ask, built in Framer so your team can edit them.
Art directionCopy structureFramer buildSEO basics
From €12,000 / projectFIXED SCOPE
# Frame 03(03)
Design systems
A written list of decisions first, then the components. Systems your team will actually use, documented where they work.
AuditTokens and componentsDocumentationTeam onboarding
From €18,000 / projectFIXED SCOPE
# Frame 04(04)
Research sprints
Two weeks of watching real people use your product, then a short report with the three changes that matter most.
Field visitsInterviewsSession recordingsPriority report
€7,500 fixedFIXED SCOPE
[07]Process
How a project runs
01Week 1
Discover
I sit where the problem happens: on the desk, in the field, in the support queue. One week, no slides.
02Week 2
Define
We agree the one outcome that matters and write it down with a number next to it.
03Weeks 3–8
Design
Prototypes in the real font on the real device, tested with five people every Friday.
04Weeks 8–12
Deliver
I stay through the build, review every pull request that touches the interface and measure the result.
[08]
TESTIMONIALS
Comments left on the file
Six clients, six threads. Resolve them if you’ve read enough.
Start a project →
IA◇ Quayside
Idris Achterberg
Operations Director, Quayside Clinics
“She spent four mornings on our front desk before drawing anything. Our receptionists still talk about it, and the booking flow shows it.”
1 reply · Noor
SH◇ Holm & Hearth
Saskia Holm
Co-founder, Holm & Hearth
“The 'will it fit?' check was a text field. It cut our returns by a quarter. Noor has no ego about the size of the idea.”
1 reply · Noor
ED◇ Vale
Eirik Dahl
CTO, Vale Huts
“Offline-first sounded like an engineering problem until Noor made it a design rule. Every screen had a weight budget, and she kept us to it.”
1 reply · Noor
LB◇ Kiln Audio
Lotte Brink
Founder, Kiln Audio
“We launched with six people and a sound test in the browser. 11,000 pre-orders later, I'd hire Noor for anything.”
1 reply · Noor
TV◇ Tessel
Tomas Verhey
Partner, Tessel Architects
“She got ninety architects to agree on what 'status' means. That alone deserves an award.”
1 reply · Noor
[10]
JOURNAL
Notes from the file
Short essays on research, systems and the business of design. One a month, no newsletter pop-ups.
Read the journal →
Craft
5 min read
Write the empty state first
The screen most people see on day one is the one we design last. I've started with it on every project for two years, and it keeps changing the product.
Research
6 min read
What receptionists taught me about booking flows
Four mornings on a clinic front desk taught me more than a month of interviews. People describe where it hurts, not what they need.
Systems
7 min read
A design system is a list of decisions
Components are the easy part. The hard part is agreeing what 'primary' means, and writing it down where people will find it.
[11]Questions
Before you ask
The questions I get in almost every first call. If yours isn't here, ask it in the form; I answer every one.
Ask something elseLayersFAQ7 items
Digital products and websites where a real workflow needs untangling: fintech, health, commerce, travel and internal tools. I work best with teams that can ship every week.
Usually alone, embedded in your team. For larger projects I bring in two long-time collaborators: a front-end developer and a researcher.
A fixed price for a defined outcome, agreed after a free 20-minute call. Monthly retainers are available for ongoing product work.
Figma for design, Framer for websites and prototypes, and whatever your engineers use for the build. I'm happy to work in your files.
I book about six weeks ahead. The next opening is in November; research sprints can sometimes start sooner.
Yes. About a third of my clients are in North America. I keep four hours of overlap with your working day.
I can, but it's rarely the best use of your budget. Most of the value comes from the research and decisions before the pixels.