I’m Paya Do, a Principal Product Designer & design leader based in Stockholm. Previously I lived in Tokyo, San Francisco, Saigon, Singapore and New York. I left my political science career to become a designer and I haven’t looked back. I still love sciences, function with both the left and right hemisphere of the brain.
I work mainly on Figma, and am still pushing idea on a canvas.
Over the past year I've welcomed the practice of bringing AI into design operation in concrete ways: authoring agent skills (SKILL.md) for production design workflows, building custom Notion AI agents for user research synthesis, integrating MCP servers into design system tooling, and developing multi-skill architectures that generate structured deliverables from design system inputs.
I also produce music and make audio effect plugins when I am free.
Inquiry : yellowmatcha@gmail.com | +46704902443
Experiences
Design Lead - Enterprise foundation
Volvo Cars Jun 2023 – Present
Lead design for 4 teams and support 10+ teams in the Enterprise area in Commercial Digital.
Build the Platform for Enterprise products & internal toolings for all markets that sell Volvo cars, across all consumer & professional service’s journeys: lead conversion, after-sales, car service, delivery, hand-over, support case management.
Others: Enterprise design system contributor, Data Visualization guideline project leader. Champion AI-embedded blueprints (skills, instructions) for productivity workflow such as Notion AI, prompt-to-app tooling.
Domain Design Lead - Customer Service
Competence Lead
Klarna Apr 2022 – Jun 2023
Lead design in Customer Service Domain. Coordinate design projects and ensuring designs are properly reviewed.
Work with domain leadership & the CPO office to shape product direction and drive strategic design work forward.
Manage and coordinate design reviews within the domain and cross-domains.
Team manager of 4 designers.
Individual design contributor for Dispute & Return group.
Product Area Design Lead
Principal Product Designer
H&M Group Nov 2020 – Apr 2022
Customer Engagement Area Design Lead, which is the front-runner of 16 product teams in H&M Business tech organization.
I also built blueprints and handled cross-area design leadership for an organization of 90+ designers.
The area’s mission is to build meaningful relationships with our customers empowering H&M ecosystem, resulting in an increase of the customer base value.
Journeys: personalization, engagement, membership and non-membership's customer experience.
R&D in Design / Design Specialist
Mercari, Inc. Apr 2017 – Sep 2020
Mercari is the first unicorn start-up in Japan, and the largest C2C marketplace with more than 17 millions Monthly Active Users (as of 2019). I joined the Design team in 2017 prior to their record-breaking IPO in 2018, and contributed to all of the product areas: E-commerce (buying and selling), payment, cryptocurrency. I have seen the design team growing from 3 designers (including me) to a multi-discipline design team of 40+ designers.
As a generalist, I was assigned with every pre-launch phase of all products. I reported directly to the CPO or product directors. I also started the Design system product team and introduced new Design Ops practices to the company: Design Sprint, applying HCI research practice to help with product and socioeconomic growth.
Highlights:
Accessibility and Universal design research. The University of Tokyo as prominent research partner.
Accelerate People + AI UX workshop between Google and Mercari Machine Learning team.
On behalf of the R4D team, selected speaker at domestic and international tech conferences.
Enterprise UX Designer
Merpay, Inc. (group company of Mercari,Inc.) Jan 2018 – Mar 2019
Enterprise UX design. Specialized in AML, Cryptocurrency and blockchain.
Design & Front-end Consultant
Self-employed Feb 2015 – Present
Front-end web development and lead design direction.
Highlight:
- E-commerce development for luxury fashion brands (Marc Jacobs, Ray-Ban, Diesel, La Perla, Bonpoint, 3.1 Phillip Lim, MaxMara to name a few) into Japanese market.
UI Designer / Ads & Landing Pages - Amazon Japan Feb 2015 – Dec 2015
Art Director - COLOPL Inc. Sep 2013 – Jan 2015
GUI Designer - KLab Inc. Sep 2012 - Aug 2013
Public talks & Media
Friend of Figma Stockholm - Recurring speaker
UXDX APAC Aug 2022 speaker - Localise Design with Context
UXDX Nordic Mar 2021 speaker - Unlearn our design behaviors
UX Camp 2021 speaker
Droidcon Chennai 2019 Selected speaker
Droidcon Vietnam 2019 Selected speaker
designsystems.tokyo Workshop speaker
Mercan magazine 2017, “Good product or good design?”