Your product is complex. Your design partner should be too.
We design and build ambitious B2B digital products - combining strategic thinking, deep design craft, and AI fluency to create experiences that win in competitive markets.
We design products we would use ourselves. And some we actually built.
MuchSkills - our own skills intelligence platform - was designed, built, and taken to market by our team from a blank page. Red Dot Design Award winner. Recognised by Everest Group. Used by companies across the globe.
For Viking Analytics, a leader in AI-driven industrial predictive maintenance, we led a nine-month overhaul of their entire brand ecosystem - from complete rebranding to a ground-up redesign of their core product interface and complex UX flows.
Design Lab
Red Dot Design Award Winner
Design that handles complexity.
Most design agencies are built for simplicity. We are built for the other kind - complex systems, technical buyers, products where getting the design wrong is not an option.
Digital Product & Brand Design
From early-stage concept to fully realised product experience. We design digital products that are intuitive for users and credible for enterprise buyers - and brands that make them feel like they belong at the top of the market.
AI Transformation
Most businesses know they need to move on AI. Few have had the time to work out how. We close that gap - auditing where AI can accelerate your business, then building and deploying the tools to do it.
Growth Strategy & B2B Marketing
Commercial strategy, positioning, and go-to-market execution - accelerated by AI. For businesses that need to grow faster without adding headcount.
We work together with your management team
Customer Centric
Design Driven
Knowledge Transfer
Some of the products we've shaped
5+ Ventures
40+ Companies
Since 2018
Selected projects
See all
AI fluency is not optional anymore.
The most competitive B2B products in the next five years will not just use AI - they will feel like AI was designed into them from the beginning. We know the difference between a feature and a transformation. We help you build the latter.
And for businesses that need to move fast on AI but are not sure where to start - we do that too.
Strategy. Design. Built-in.
Most agencies are one or the other. Pure design shops that cannot think commercially. Strategy consultancies that cannot design their way out of a PowerPoint. We are neither.
We embed with your team, learn your product deeply, and bring both the strategic clarity and the design craft to make it market-ready. Our background in MIT Design Lab research, combined with the experience of building our own ventures, means we approach every engagement as founders -not just service providers.
Red Dot Design Award winner
5+ ventures built and launched
40+ B2B companies scaled
"Up Strategy Lab offers a well rounded design service by merging business design and strategy with digital product design – pixel perfectly ❤️"
Marte Holmoy
Director of Experience Design
Got a complex product that needs world-class design?
Book a conversation with Noel. No pitch deck, no lengthy briefing document. Just a straight conversation about what you are building, where you are stuck, and whether we are the right fit. We are based in Gothenburg, Sweden - but our clients are everywhere.
Book a meeting
Design and build ambitious B2B digital products.
Visiting address:
Nordhemsgatan 56 | 413 09 | Göteborg | Sweden
Correspondence address:
🏢 Andra Långgatan 7A, 413 03 | Göteborg | Sweden
