I enjoy making technically complex products nice and easy to use.
Userflow
Since 2021
Userflow is a no-code platform designed to enhance user onboarding and engagement within SaaS applications. It enables teams to create in-app product tours, checklists, surveys, and more without requiring developer involvement.
The team behind Userflow was a staggering three people. The two founders (one being the CEO and developer, the other being our Chief Growth Officer and then me, the designer, as the only employee. With this being the entire team (we had no freelancers or contractors) Userflow managed to grow to be a very healthy business and ended up being acquired by Beamer in early 2024.
My role
My main role at Userflow is obviously Product Design. Here the challenge is to design a sophisticated and powerful piece of software in a way that keeps it simple and intuitive to use. The target users for Userflow are typically product managers and customer success managers with a fairly high level of tech savviness.
But as the only designer in a small company like this, my role has covered every single thing that had something to do with design. Other than Product Design, I’ve designed the branding including the logo, conference booths, a lot of funky t-shirts and hoodies, YouTube ad(s), playing cards, and also our website – which I also coded.
UNSILO / Cactus
2019 - 2021
UNSILO (acquired by Cactus Communications shortly after I joined) was doing super cool work with AI for academic texts long before AI became mainstream. I joined UNSILO to lead the design of their upcoming product, Paperpal Preflight – a solution designed to help researchers, particularly non-native English speakers, ensure their papers were in good shape before submitting them to journals.
The design team at UNSILO included me, as the Product Design Lead, and one other designer. Our target users were a diverse mix: editors and publishers on one side of the product, and academic researchers on the other. These groups had varying levels of tech savviness, which added an interesting challenge to the design process.
Moneyflow
2018 - 2019
After freelancing for Moneyflow for a few months, I joined them as the founding designer. Moneyflow’s mission was to help small businesses manage the long payment terms often imposed by larger customers.
I found it exciting to be part of something from the very beginning—it’s always rewarding to help shape a product from the ground up. That said, I have to admit that working on what ultimately amounted to quick loans for small businesses didn’t sit quite right with me.
Freelancing
2017 - 2018
I’ve always wanted to try being self employed. You know, just to unlock that trophy and earn those XP. And when I decided to move from The Big City (being Copenhagen) and back to my hometown of Aarhus it felt like the right time to do it. So I did.
One thing I learned was that I’m a lot better at designing products than I am at being a salesperson for my services.
I did however end up working on some interesting projects. Most notably a product called Studio1 which turned out to be a very cool technology that nobody seemed to actually have a need for. Studio1 later pivoted to become Userflow.
Zendesk
2014 - 2017
Zendesk hardly requires any introduction here. But I will say that it was an awesome place to work. The vibe and the amazingly talented colleagues was a pure joy to work with.
I was based in the Copenhagen office, where we were building the Help Center products. My main focus was on the Knowledge creation and management products.
My responsibilities were user research, user experience- and user interface design, as well as testing and validation. All in close collaboration with product managers, developers and fellow designers across the globe.
Billy
2014 - 2017
Billy is an online accounting system designed to make accounting accessible to small business owners without needing to rely on an accountant.
I joined Billy shortly after starting a bachelor’s degree in Software Development at the IT University of Copenhagen. Initially, I worked a few hours a week as a graphic designer, creating illustrations for their blog. However, as the closest thing to a UI designer at the company, one thing quickly led to another, and I was soon asked to redesign the entire platform.
Like any sane person in the startup world, I dropped out of university to work full-time. I found myself working at the dining table in the founders’ apartment. Right next to the couch I slept on. In San Francisco.
My role was to design the UI and UX to make accounting – which is absolutely boring and complicated (at least by most people) – easy and intuitive for small business owners to handle on their own. As the sole designer at the company, and with no prior experience in real UI/UX work, it was a constant process of figuring things out on the fly. And doing so quickly.
In 2019, Billy was acquired, still running on the same design and UI/UX that I had created five years earlier.