About

Helping brands build user-centric digital experiences

I’m Mads, a Copenhagen-based UX/UI designer with a background in digital art direction, interaction design, and creative programming.

My passion lies in using technology to build tools and services that make people’s lives easier, there’s nothing more rewarding than that. Beside my profession as a designer, I am exploring photography, AI, 3D, and keeping up with the creative field.

Area of expertise

Master degree in
Interaction Design

Thrive in agile
environments

Passionate about 3D,
AI and design

Photographer in
my spare time

A good project always starts with a why. Why this product? Why these users? Why does it matter? These questions have guided me since my master’s in Interaction Design and throughout my 18+ years as a designer. Lately, I’ve been sharpening my UX skills through Google’s UX certification course, focusing on research and testing to make my designs even more user-centered. But a strong why isn’t enough on its own, people connect through emotion, aesthetics, and storytelling. which is why i believe that branding and visual communication are just as crucial to creating a successful project.

Working in agile teams means adapting to a dynamic environment. It is a delicate balance of shifting priorities based on user insights or new stakeholder focus, while continually refining the processes and team dynamics. It’s a workflow I have come to enjoy; it keeps the design relevant to real-life problems, and when done right, it ensures we don’t lose focus on the user or the overall vision.

For me, design systems are where everything clicks. When done right, they can be the perfect tool to balance design and technology. There’s something incredibly satisfying about working with a well-structured system, especially when components are designed to be dynamic with a solid variant strategy and fit into a greater design strategy. I care deeply about building design systems, UI kits, and refining design workflows, not just for the sake of efficiency but to create a smoother experience for the whole team. For me, a great design system isn’t just about consistency and standards; it’s about flexibility, adaptability, branding, interactions, and respecting the teams different workflows.

My journey

My journey into design started with a deep curiosity about people and technology.

A curiosity I carried with me during my master’s in Interaction Design, where I focused on creating user-centric installations using microcontrollers, electronics, and a myriad of sensor technologies. At the time, UX was just about to land on its feet and evolve into what it is today. Even without the formal framework, I was already integrating key UX principles into my designs.

After my master’s degree, including some time in London and Vienna, I moved to Copenhagen, where I began my professional career as a freelance designer and immediately immersed myself in the creative world of Flash and ActionScript 3. Thanks to my technical background, I quickly found myself in roles that combined creative coding, visual design, and aspects of technical project management. As my career progressed and web development matured into a more complex beast, I moved away from programming and shifted my focus entirely to UI and digital design. While my journey wasn’t traditional in terms of UX, I have always adopted its core methodologies in my design process and continue to be curious and explore the more traditional building blocks of User eXperience in my daily work.

My contribution

Master’s degree in Interaction Design from Kolding School of Design and Communication.
Experience working with various agencies, including Geist, McCann, Creuna, and Vertic Healthcare.
Served as an in-house designer at Egmont – Lindhardt og Ringhof, Working on the relaunch of Matematikfessor, the leading math training platform in Denmark.
Currently enrolled in a UX course by Google.
Freelance designer.