Professional experience

Professional Experience

I'm passionate about turning complexity into clarity—whether that means guiding teams through strategic UX transformations or designing digital experiences that users love. With extensive experience in UX and leadership, I’ve worked across SaaS, hardware, and services—delivering results for companies like Appvestor and FOSS. I’m a big believer in design thinking, data-informed decisions, and empowering teams to do their best work. If you're into aligning business goals with real user value, we’ll probably get along.


Appvestor


UX teamlead



Foss


    Concept developer

    Senior UX designer

    Eskild Hansen Design


      Head of UX & Graphic Design

      Appvestor 2023-2025


      Appvestor is a Danish company focused on mobile app growth and monetisation. It offers a revenue-sharing model that funds and manages user acquisition for Android apps, with no upfront costs or loss of ownership. The investment is based on monetisation and campaign performance, all linked back to clear and measurable KPIs of conversion, retention and the app business models (Ads, in-app purchase and subscription). We designed the platform for monitoring these KPIs based on deep insights in what KPI’s drive the business and the app users. 

      • Team Transformation: Turned a low-performing UX team into a high-performing, agile 4-member unit through mentoring, coaching, and building trust.

      • UX Process & Maturity:

        • Aligned UX processes with developers, QA, and PMs across agile and stage-gate frameworks.

        • Advocated design thinking, advancing UX maturity from Nielsen level 3 to 4.

        • MyAppvestor Platform:

          • Led design from sales to onboarding and daily use for App Publishers.

          • Defined concept and gathered requirements for monetisation SDK.

          • Design of dashboard to monitor publishers monetisation KPIs — supporting optimised investment decisions.

        • App Optimisation: Analysis and concepts on Android apps (50M+ users), improving conversion and retention rates by 2–5%.

        FOSS 2017-2023


        FOSS specialises in advanced analytical solutions for the feed industry, helping feed producers optimise quality and profitability. As concept developer and Senior UX designer, I led strategic initiatives aimed to transistion from selling instruments to selling solutions.

        • Strategic Digital Redesign: Led full UX transformation for feed mill instruments—product facelift, dashboard, and software overhaul.

        • €300M Investment Enablement: Spearheaded feature split strategy between SaaS and instrument software, leading to stakeholder alignment and investment in a new business unit.

        • MyFOSS Portal: Defined UX for Salesforce-based customer portal (solution overview, webshop, knowledge hub).

        • UX Strategy:

          • Developed personas and user journeys to guide product direction.

          • Implemented Material Design system to drive UI consistency.

        • Cross-Department Leadership:

          • Facilitated design sprints, cutting alignment time from weeks to days.

          • Unified hardware/software roadmaps with UX-led stakeholder engagement.

          • Introduced Material Design system to improve design consistency and team efficiency.

        Eskild Hansen Design 2014-2017


        Eskild Hansen Design Studio is an award-winning, multidisciplinary design firm headquartered in Copenhagen, Denmark. The studio specialises in industrial design, brand creation, UI/UX design, and innovation strategy. I led a team of UX designers and researchers, while managing 3 key accounts based in the states and overseeing diverse design disciplines including product design, UX and graphic design.

        • Near: Designed intelligent incontinent pad for American startup company – developed user journeys and service blueprints for a holistic design approach, including product design, UX, packaging and company websites.

        • Game Golf: As senior designer, I worked with cutting-edge sports tracking technology, leading the UX and UI teams, overseeing website design, product interaction design, and collaborating with product designers to ensure cohesive design principles across all platforms.
        • SmartRG (U.S. Tech Company): I contributed to various projects, developing user journeys and service blueprints, from company websites to product interaction design and packaging.

        Danish Golf Union & QualiWare 2013-2014


        • After running my own agency, I contributed to initiatives at the Danish Golf Union and QualiWare, gaining experience in different sectors.

        ZOB - Owner 2005-2013


        • As co-owner of ZOB, I managed all aspects of business operations, including employee management, customer relations, and project implementation. I led design projects with a user-centred focus, overseeing design strategy, software and app reviews, and print materials.

           

        3PART - Design Manager 1999-2005


        • At 3PART, I managed design projects focused on user-driven innovation, eventually establishing and leading a new UX department. My responsibilities included supervising a team, developing department strategy, and managing marketing efforts, while also pursuing studies in Marketing Management.

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