Fika Jobs is an AI-powered matchmaking platform connecting jobseekers with companies. A jobseeker takes video calls with Fika's AI agent to discuss their skills, values and goals. From those conversations, we build an interactive video-first profile that they can use to apply to jobs on the platform.
My role
Fika is a very early-stage startup (pre-seed), and being the only designer on the team, my role is extremely fluid. I use my experience in product design, UX research, graphic design, brand design, motion graphics, product strategy, and all the other skills I've picked up along the way to help build this ambitious, category-defining product. I would say I act as the creative arm of our team and play a core role in helping Fika define it's strategy as a product and company.
I'll take you though some of the work that I'm really proud of.
I redesigned the product from the ground up
The founders started out in summer 2025 with a scrappy vibe-coded product to validate the business idea. Then, I joined in November 2025 and spent all winter into spring 2026 rebuilding the product from scratch. In May 2026, 2 weeks before our planned relaunch, we decided to scrap it all and redo it. It was a painful decision but it was the right one. We learnt so much over the months and the product we initially set out to build didn't feel right anymore.
So instead of building out a full-fledged experience, we decided to keep it extremely lean and focused on building the best possible onboarding and interview experience (the core of the product) for the relaunch. The goal was to make it memorable, to really embody our values and brand, and to have a solid foundation (technically & conceptually) for us to learn and build on top of.
We definitely did not follow any traditional design process or framework. None of the processes I've taken with me from my experience from larger established companies (e.g. Epidemic Sound, Spotify) would work here. Here, we're focused on very lightweight, continuous cycles of designing, building, and learning. Informed by data, led by intuition and a strong product vision. This works exceptionally well for a small team of 3-4 builders who need to move crazy fast.
I helped shape the personality and tone of voice of our AI agent
The main feature of Fika is the AI interview. We want the experience to feel less like an interview and more like having a conversation with a friend over coffee. We want people to feel relaxed and genuinely comfortable taking these video calls with our AI agent. Here's an example of how I've tweaked the dialog to feel more warm.
I lead everything related to brand
I coordinate a team of very talented agencies and design consultants across branding, motion and web design. I am very hands-on with the work here. I set the visual and creative direction, I put together mocks for the landing pages, I create detailed story boards for our videos and direct them.
For the foundation of our brand (logo, colors, fonts, graphics), we collaborated very closely with Nick Pattison and his team at Primary Studio. Here is a snapshot of our collaborative process and the final assets that were delivered.
We work with Max on content structure and implementation of our landing pages in Framer.
And we work with Erik to bring our brand to life through animations and videos.
