Thomas NorstedSenior UX & Product DesignerAvailable for senior roles

I makecomplex thingsfeel simple.

With 25 years across fintech, enterprise, and high-traffic consumer platforms – I bring the experience to own the full journey, from messy discovery to polished delivery.

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Selected work — 07 cases

Discover how thoughtful UX and UI design have transformed ideas into lovable experiences.

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Impero

Designing for compliance: making complex workflows feel manageable

Banking / fintech

The stakes of getting it wrong were very real.

Banking work. No screens shown.

Bilhandel.dk

Overhaul for Denmark's leading car marketplace

Handyhand.dk

Redesigning Handyhand for clarity, consistency and conversion

iVet

Bringing consistency and clarity to iVet's digital experience

Sportnetdoc

Full rebrand and CMS build for a sports injury platform

Bazoom

New look & feel to leading SEO platform

Experience

Twenty-five yearsof hard problems

1999 — Present

UX.dk

Product Design Consultant

A long-running independent practice kept active alongside in-house roles. Working across different domains and teams keeps my thinking broad rather than shaped by one product's patterns.
End-to-end UX for Danish platforms across e-commerce, marketplace and fintech, from problem framing through research to high-fidelity UI.
Prototyping with AI-assisted tooling and vibe coding, validated through usability and A/B testing.

Nov 2018 — Jan 2026

Impero

Head of Design

~11,000monthly active users

Led UX and design strategy for a B2B GRC platform, turning dense tax, finance and regulatory workflows into clear product experiences.
Operated as design lead in a product trio with a product manager and engineering lead, co-owning direction and outcomes from discovery to delivery.
Built and owned a scalable design system and pattern library that became the baseline across the platform.

Apr 2018 — Nov 2018

Jyske Bank

Senior UX Designer

Designed digital products for private banking and investment customers across web and mobile in a cross-functional team.
Coordinated across private banking, investment and compliance, translating competing priorities into coherent design decisions.

Apr 2015 — Apr 2018

BankData

Senior UX Designer

New platformdesigned and rolled out

Primary UX designer for BankData's private e-banking platform, one of Denmark's most widely used digital banking products, owning design quality for multiple member banks.
Designed an entirely new e-banking platform and saw it through to rollout, the main focus of my time there, and worked in a team weighing different technologies for a mobile app.
Challenged decisions where analytics alone weren't enough, pushing for research to surface the who and why behind the what.

Jan 2014 — Apr 2015

Creuna (now Knowit)

Senior UX Designer

Research, journey mapping, usability testing and end-to-end interaction design for clients including Bestseller, VELUX and AS3.
Worked across several clients and industries in parallel, building the habit of onboarding into unfamiliar domains quickly and framing the real problem first.

Apr 2004 — Dec 2013

eBay Marketplaces Denmark

Lead User Interface Designer

+30%completion on dba.dk's sell flow

Led UX and UI for dba.dk, Denmark's number one online marketplace, and Bilbasen.dk, the leading car trading platform, shaping experiences used by millions of Danes.
Led the 2011–2012 redesign of dba.dk's sell-your-item flow, lifting completion by ~30% and monetisation by ~22%. The flow stayed essentially unchanged for over a decade.
Designed one of Denmark's first dedicated iPad apps, for Bilbasen.dk, leaning on prototyping and user testing in a space with few benchmarks.

How I work

Product-focused UX & designfor complex digital platforms

My process starts with understanding – not assumptions. I facilitate discovery, define direction, and then design end-to-end.

Shared clarity

Understanding the problem space – users, constraints and goals – before designing. The best solutions start with shared clarity.

Insight-driven decisions

Research, testing and validation are tools to reduce uncertainty and shape design direction with confidence.

Cross-functional collaboration

Great products are built with product and engineering, not in isolation. Continuous collaboration leads to stronger outcomes.

Scalable solutions

Designing with consistency and long-term use in mind — building patterns and systems that support growth and future development.

Discovery & workshops
User research
Information architecture
Interaction & UI design
Prototyping
Design systems
Usability & A/B testing
Figma
AI-assisted prototyping

Working with AI

Curious about AI, careful with it

I keep looking for new ways AI can make the work better. Some of them change how I work. Some of them end up in the products I design. Both need the same judgement about where it actually helps.

In my own process

AI gets me from an idea to something people can react to faster. I use it to explore more directions early, to build prototypes that feel real enough to test, and to turn research and workshops into material the team can work with. That leaves more time for the parts that need a designer.

In the products I design

In a product, AI has to earn its place. I look for where it removes real work for the user, and I design for the moments it gets things wrong: showing what the system suggested and why, keeping people in control, and building the kind of trust that makes it worth using.

The tools change constantly. The question doesn't: does this actually help the person using it?

About

25 years makinghard thingsfeel simple

Based: Salten, near Silkeborg
Looking for: Senior UX / Product Design, in-house
Work model: Hybrid or office, Aarhus area
Languages: Danish, English, German (basic)
Also: Mountain biking, vintage BMW, padel

I'm Thomas – a senior UX and product designer with 25 years across some of Denmark's most complex and high-traffic digital products.

I spent seven years as Head of Design at Impero, turning tax law and compliance logic into interfaces real people could actually use. Before that, I led UX for dba.dk and Bilbasen.dk at eBay Marketplaces – platforms used by millions of Danes. And before that, e-banking at BankData and Jyske Bank, where the stakes of getting it wrong were very real.

I work best where the problems are genuinely hard — where you can't just copy a pattern and call it done. I'm hands-on, collaborative, and currently exploring what AI-assisted design can do when applied with real craft and critical judgment rather than just speed.