I was the founding designer at Kano, where we shipped a computer kids build themselves, plus coding kits with Warner Bros and Disney. At Zwift I designed the user onboarding that explains how the hardware and the app fit together. For GSK I worked on Stitch, where a daily probiotic is tracked in an app alongside CBT exercises. At Rokk I shaped the digital experience and how it meets the brand for a novel mindfulness device. Most recently I spent a year on a fleet management platform for autonomous vehicles. Currently booking 2027.
Anyone can build anything now.
Making it make sense is still the hard part.
That’s where I come in. I’m Erik Säl, a Sweden-based product designer who has spent over 15 years building products, digital experiences, and brands. I work with founders and teams as an interim design partner, shaping products to work, look, feel, and communicate better. I take ownership of the design, collaborate closely with engineers, and see it through from post-its to production. Much of my work involves connected products, where the digital and physical need to feel like one thing rather than two halves.