The best experiences respect time is finite by making sure people get more out of them than the time they invest in participating.

—Robert Fransgaard - Design Leader and Creative Catalyst

Selected Work

Increase Impact of Global Experience Design Group

In my role as Head of Experience Design for H&M Group I'm charged with increasing the usability and customer joy of all digital products across all H&M's brands globally.

Led the Sage Experience Design Group for Medium Segment Products and Design System

In my role as Vice President of Experience Design at Sage, the world's third-largest supplier of ERP software, I led an 80-person strong organisation of UX Designers, UI Designers, Researchers, Business Analysts, Product Owners and Content Writers distributed over 12 countries.

The role was a global executive role focused on driving a cloud-first user exeprience acrosss cloud-native, cloud-connected and on-prem products for medium segment customer needs. That includes working with the wider Sage senior leadership in defining product purpose and strategy.

It also involved setting up a central team to manage and mature our Design System.

Established and grew pan-European Experience Design group for Salesforce

Established the Experience Design Group in Europe in 2014. First in London, then Berlin, Paris and Amsterdam over next 2 years while increasing the design maturity throughout the European organisation moving design projects from tactical to strategic.

  • Consistently high average of 9.4 CSTAT (customer satisfaction out of 10).
  • Almost doubled revenue contribution per designer the last 18 months.
  • First keynote appearance in 2015 (Lead-generation app for Commerzbank).


Examples of customers the group worked with

Designed industry-defining solution aimed at all users sith a business relationship with Burberry

Created the intial concept, through POC to final delivery of a single, fully branded user experience solution for all users with a business relationship with Burberry be they employees, vendors, partners or VIP customers.

The solution was a fully branded, seamless umbrella of profesional tools all brought together with a "wall" of status updates, corporate news and other alerts from

I remained the Proxy Product Owner as well as led a small team of UX Designers to produce all the UX material to guide the development effort delivering the final product.

Dreamforce 2011 - Keynote

Adviced Unilever on establishing an internal experience design team

Unilever had realised that technology-led projects didn't deliver the business value as user adoption was often low.

Led a team supporting Unilever by:

  • Provideing design oversight and advisory to a large, Salesforce-powered project to strengthen the design deliverables and process.
  • Producing material around design terminology, design processes and how to measure ROI.
  • Designing org structure for embedding designers into Unliever's established IT delivery structure.
  • Placing a Senior Design Advisor into Unilever for 4 months to support ongoing projects and ensure Experience Design was embedded in their delivery methodology.

Brought ING's Small Business Eco-System vision to life.

Bringing to life the ING vision for a stronger relationship between the bank and it's small business customers beyond the traditional banking services and financial products.

Leads a team producing 3 year roadmap as well as a mobile app prototype.

The app would provide valuable tools, such as bank functions, easy access to loan applications, bookkeeping, simple CRM and real-time financial health assessment to run their business with the option to extend with additional services that fit specific industries.

ING's vision for a small business ecosystem

Keynote at Salesforce World Tour Amsterdam 2017