Design ethos.

Design shouldn't be guesswork. My approach to design is grounded in evidence, systems thinking, and hands-on experimentation. I believe in designing with rigor, collaboration, and intention—creating solutions that are not only usable but also buildable, responsible, and thoughtful.

01 — Evidence-based design

Good decisions require good insights

My design comfort zone is relying on data, research, and rational insights over intuition. Throughout the design process, I focus on answering questions and informing decisions through design research, technical understanding, and strategic alignment.

Though formally trained in qualitative design, I've also increasingly embraced data-driven metrics for insights and concept validation. Whatever form the data takes, I strive to embed evidence into the process, minimizing uncertainty and ensuring we're building the right thing, the right way.

02 — Systems mindset

Consider the system holistically, not just its parts

Great design solutions don't exist in isolation; they're part of larger systems. To design effectively, we need to understand the full context—the people, their needs, and the environment in which they operate. This approach allows us to solve deeper problems and be more likely to find effective solutions.

I use tools like user journeys and service blueprints to map the interconnectedness of different parts of the system. By embracing systems thinking, I create cohesive, integrated experiences across physical and digital touchpoints—ensuring technology is enhancing user workflows rather than complicating them.

03 — Experiments

Prototype hypotheses

Designers have the unique ability to turn abstract ideas into tangible forms. By combining this drive to create with scientific methodology, we can break down complex problems into smaller parts and systematically investigate them. I love creating hypothesis-driven prototypes to uncover insights and refine solutions iteratively.

Hypothesis	What do we need to learn? What are our assumptions?
Experiment	What's the simples prototype we can build to learn? How do we minimize noise and focus on what matters?
Data	What type of data are we collecting? How are we synthesizing data?
Insight	What did we learn? How does it inform design decisions?

04 — Collaboration

Great design requires great collaboration

Design isn't just making things, but about making stuff happen. This means getting people together, aligning with cross-functional partners, and ensuring teams are on the same page about our goals. Design is collaboration.

Growing up in Denmark, I value flat hierarchies and shared ownership. I believe that the best outcomes come from diverse and cross-functional collaboration based on trust, open communication, and collective decision-making. Rather than relying on top-down directives, I focus on building consensus, ensuring decisions are well-informed and widely supported.

05 — Leadership

Making the team the rockstars

My leadership style is deeply shaped by my Nordic roots. I don't view management as about asserting control or being the central decision-maker. Instead, I see it as a facilitative role—creating a space of psychological safety and trust.

My goal is to clear the path and provide clarity, empowering my team to make decisions and confidently deliver their best work.