Customer-centric design

We help you create digital products your customers will love to use

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Methodologies

Merging business strategy with product strategy

Our design process is based on years of agile and collaborative methodologies focussed on making the product development process more customer-centric and not just user-centric. We work with all modern methodologies, design best practices and collaborative tools out there.

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How we can help you

We design products and websites that have have market value and put customers and users at the centre

Unique design solutions

User Experience

Your product is unique and so are your customers. We go beyond the obvious UX solutions to ensure that your customers are always at the centre of your product experience.

Beautiful & Thoughtful

User Interface

Design can be timeless, just look at Dieter Rams' works. From typography to UI components, every design element must project your product and brand's core values.

Shork

Shaping a brand personality

Branding & Illustrations

No Figma templates, Unsplash models or blush illustrations, we believe in designing a unique brand point of view for you always.

Effortless storytelling

Website Design

We design lightning fast websites that empower your marketing and sales teams to deploy new landing pages and marketing stories on the fly, using modern CMS tools like Webflow.

Always the right words

UX Writing

Great user experiences need great UX writing. We weave smart texts into the products we design to create truly delightful product experiences.

Tried and tested

Prototyping

Why waste precious development budgets building things that may not even solve customer problems. We help you test and validate concepts before you press that button.

Recent Work

Muchskills

MuchSkills is a skills management platform that helps you focus on what matters most, people.

INTERFACE DESIGN
BRANDING
website
DEVELOPMENT
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Freepower

Effortless free-placement wireless charging

BRANDING
website
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HardSkills

Find and recruit the world's smartest researchers

INTERFACE DESIGN
BRANDING
website
Read More

Cogoport

Find the best shipping rates in the world

INTERFACE DESIGN
BRANDING
website
Read More

Lolo co.

No-code, Low-code interface

User Experience
INTERFACE DESIGN
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Reward 360

A complete rewards program

Website
Branding
Strategy
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Red Dot Winner 2020 MuchSkills

Award-winning design

Red Dot Design Award 2020 winner

Our designs for MuchSkills won the Red Dot Design Award 2020 in the category of User Interface Design.

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The user is always front and centre

Customer-centric design

It’s easy to make something look good. But making a digital product truly useful and valuable to customers requires deep thinking. This is exactly what we offer. 

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☕️ UX.UI.Business design.

Want to discuss your digital product?

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We deliver real strategies, hands-on practical knowledge and clear actions to help you scale your business and level-up.

Visiting address:
Nordhemsgatan 56 | 413 09 | Göteborg | Sweden

Correspondence address:
🏢 Andra Långgatan 7A, 413 03 | Göteborg  | Sweden

✉️ contact@upstrategylab.com
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UP STRATEGY LAB © 2018 - 2022 | UPSTRAT LAB AB | Org. nr.: 559172-7218

Design that earns trust at scale.

A design system is not a deliverable. It is commercial infrastructure - the system that decides whether your product feels trustworthy to enterprise buyers, coherent to your team, and ready to grow.

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Why we are different

We start with your business model, not a mood board.

Most design agencies begin by asking about your favourite brands. We begin by asking how your buyers decide. Every brand and system we build is anchored to the commercial context - the deal you need to close, the buyer you need to convince, the product that needs to scale.

MIT Logo

Design Lab

Red Dot Award Winner

Red Dot Design Award Winner

What you receive

Every engagement is built to last.

Brand and design work only delivers commercial value if it is rigorous, documented, and transferable. Everything we produce is built to outlast the engagement.

Brand Identity System

Logotype, colour, typography, and visual language — derived from your business model and designed to earn trust with enterprise buyers from the first impression.

Design Tokens

A single source of truth for colour, spacing, typography, and radius — the infrastructure layer that makes your product coherent and your team fast at scale.

Component Library

Fully documented UI components — buttons, forms, navigation, data displays — built in Figma and ready to hand off to engineering without interpretation.

AI Interface Design

Purpose-built patterns for AI-native product experiences — conversation UI, confidence indicators, progressive disclosure — designed for complex technical products.

Data Visualisation

Technical illustration and data-driven charts designed for industrial and analytical B2B products — where legibility is a commercial requirement, not an aesthetic choice.

Prototyping & Testing

High-fidelity interactive prototypes and structured user testing — so decisions are grounded in how real buyers behave, not how founders assume they do.

How we work

We decode your business before we design anything

The biggest failure mode in B2B design: agencies that start with aesthetics instead of commercial logic. Our process starts further back - at the buyer, the decision, and what needs to be true.

Business Decode

Before any design work, we map your buyer's decision journey, your product's trust moments, and what needs to be true for the brand to do commercial work. Strategy shapes form.

Identity Design

Logotype, colour, typography, and visual language — developed through rapid iteration, grounded in competitive context, and pressure-tested against your buyer profile.

System Build

Design tokens, component library, and documentation — the infrastructure layer that makes every future product decision coherent and every engineering handoff clean.

Deploy & Scale

We stay through implementation — not just until handoff. We work with your team to ensure the system is adopted, not archived. Design only creates value in production.

We work together with your management team

Customer Centric

Design Driven

Knowledge Transfer

Some of the brands we've shaped

Deep-tech rebrand for the world's leading radiation-hardened microprocessor company

Brand evolution, full Webflow website, aggressive SEO strategy, and partner program - for a buyer in aerospace and defence. Heritage preserved. Future-forward positioning earned.

Solar-system scale

Technology aboard missions across the entire solar system

Full product redesign for an AI-powered industrial predictive maintenance platform

MultiViz 2.0 - a fully reimagined platform built in close collaboration with users, reliability engineers, and partners. Strategy, brand, product, and go-to-market in one engagement.

"Fully reimagined"

Viking Analytics' public description of MultiViz 2.0

Built our own product from a Google Sheets prototype to a Red Dot Award-winning global platform

The same strategy, design, and build process we use for clients - applied to a product we conceived, funded, and launched ourselves. Bootstrapped. Globally recognised.

Red Dot Award Winner

Winner + Everest Group Major Contender PEAK Matrix® 2025

Why Up Strategy Lab

Most agencies are built for simple products.

The B2B market is full of technically complex products that most designers have never been near — and the quality gap shows in lost deals, longer sales cycles, and products that underperform commercially. We are built for the other kind.

We have skin in the game. We built MuchSkills ourselves — from business case to product design to global launch on a bootstrapped budget. That makes us the only design studio that can say we have done exactly what we are asking clients to trust us with.

MIT Design Lab background. Red Dot Award winners.

40+ B2B companies scaled. 5+ ventures built and launched.

MuchSkills — Major Contender, Everest Group PEAK Matrix® 2025.

We never just execute a brief. We push back. We make decisions when clients are too busy.

☕️ Swedish Fika?

Ready to build a brand that speaks?

We take on a small number of new projects each quarter. If your product is technically complex and your current brand doesn't reflect that, let's talk.

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Thank you! Your submission has been received!
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Design and build ambitious B2B digital products.

Visiting address:
Nordhemsgatan 56 | 413 09 | Göteborg | Sweden

Correspondence address:
🏢 Andra Långgatan 7A, 413 03 | Göteborg  | Sweden

✉️ contact@upstrategylab.com
Ventures
ProtoAnything
Privasea.ai
HardSkills
MuchSkills
Velove
Services
AI TransformationBrand & Design SystemSales & MarketingDigital Product DesignPartner Programs
Resources
BlogGrowth PlaysClient Growth Plays
Growth Plays
Webinar Planning: An A to Z guide
How to create an effective Sales Presentation
How to write copy for high-converting website pages in B2B
Company
About usCareersMethodologyMeetupsPrivacy Policy

UP STRATEGY LAB © 2018 - 2022 | UPSTRAT LAB AB | Org. nr.: 559172-7218