Hi, I’m Aivars
I’m a senior product designer in Riga. I’ve designed digital products for over ten years, the last seven at If, the Nordic insurer. Mostly the parts people use when something has gone wrong: reporting a claim, sorting out a policy, figuring out what happens next.
Nobody opens an insurance app for fun. So I try to make those moments short, clear and a bit less stressful. That usually means more research and fewer screens.
I decide with data: behavioural analytics, customer feedback and user tests tell me what to fix first. And I care as much about the system behind a product as about the product itself: tokens, components and patterns that designers and developers reuse, so every new feature starts from something that already works.
Insurance runs on personal data, so privacy and accessibility are never a checklist at the end for me. They’re part of the first sketch. Five years of cybersecurity alongside design helps: I can tell when a security step protects people and when it’s just in the way.
On TellUs and Atlas Editor I was also the product owner: discovery, backlog, roadmap, and the hard no’s. I’ve done GoPractice’s data-driven product management simulator, and I run innovation workshops for startups and organisations. Product is where I’m growing next.
My teams are spread across the Nordics and the Baltics. My favourite part of any project is the messy start: interviews, and sketching with people who swear they can’t draw.
AI is part of my everyday design work, so I explore more ideas and get to results faster: research blueprints and scenarios, design directions, research analysis, interface copy, concepts in Figma Agents and Claude Design, and coded prototypes in Figma Make and Claude Code. I teach the same tools in my workshops.