Robert Fransgaard

How can I help you?

I offer you 25+ years of experience leading the creation of results-driven digital experiences customer love.

Designing product and experiences people love

Shape a strong digital experience vision, clear strategy and practical way forward.
Lead the creation of new digital product experiences.
Review and improve an existing product experience.

Improving design teams and design maturity

Modernise your existing design team and make it a destination for talent.
Establish a new and effective design team and provide interim design leadership.
Optimise innovation- and delivery processes enabling design to create greater business impact.

Ensure continuity and continous learning

Provide stability and cover while your design leader is on extended leave.
Accelerate your design leader's continous growth with design-focused leadership coaching.
Improve your product leaders' practical knowledge of design.

Let's start the conversation. Book a free consultation.

The Product Experience Accelerator at COS.

The Product Experience Accelerator

Getting to better, more realistic and aligned experience concepts faster.

I offer this enhanced design sprint combines my LEGO® Serious Play® workshop facilitation experience with my deep digital product design expertise to align your team quickly and get to a better product experience, much faster.

This process also works to create omni-channel customer experience maps, product strategy roadmaps and even draft technical blueprints.

Find out more about how it works.

What I did and how I've helped

WAIR

Shaping great, AI-driven stock replenishment products.

Concept design and user testing of new product proposition and UX.
Review and optimisation of existing core flow based on user research.

"We need more people in the world like you Robert !"
—Mitch van Deursen, Owner, WAIR.

PLEO

Maturing design, research and brand teams at unicorn fintech scale-up.

Maturing design team from loose start-up formation to structured scale-up organisation.
Embedded Design System and Research teams in the right processes, targets and strategic conversations.
Modernised product delivery by introducing product-engineering-design leadership trios and peer-design format.

H&M

Redesign of hm.com.

Initiated redesign of www.hm.com for better user experience, to align with overall brand and to introduce product from external brands.
Established team in Berlin of product manager, brand- and product designers and frontend devs co-led by the H&M Creative Director and myself.
Established a strategic design team to map out the current- and future state customer journeys.
Contributed to the surprise increase of 17% in H&M stock in 2023.

H&M Group

Built a cross-brand digital product design organisation.

Scaled local product design team to a 130+ strong global organisation with offices in Stockholm, Berlin, Beijing and Bangalore.
Ensured design support for all the Group’s brands as well as internal products for departments like Supply Chain, Fashion Design and Assortment Planning.
Built Design System- and DesignOps Teams. Embedded a Design Leadership layer on par with the Product and Engineering leadership.

COS

Documenting the multi-channel customer experience.

Facilitated LEGO® Serious Play® workshops to capture and document how COS customers navigate across channels.
Identified key moments crucial to a good omni-channel customer experience.

SAGE

From on-prem business management products to SaaS experience.

Led the mid-market and enterprise design teams through transition from on-prem to SaaS software.
Formalised a Core experience team to own Design System and cross-product flows such as Single Sign-On (SSO).
Formalised career frameworks for designers, content writers, solution designers and design leaders.

Salesforce

Introducing Salesforce Experience Design to EMEA market.

Built design org across London, Berlin, Paris and Amsterdam and integrated designers from acquisitions.
Transformed Salesforce’s design thinking offering "Envision" from a process to a fixed packaged product with set resources and outcomes.
Introduced design targets to the sales organisation.
Maintained a 9.7 / 10 customer satisfaction, no unwanted attrition and no unplanned benchtime.

ING

Concept and product type design for SMB customers.

Progressed a conceptual idea to a fully functioning prototype ready for customer testing.
The success of the end-result became key note presentation at Cloud Force Amsterdam.

Unilever

Design org advisory and improving UX across portfolio of business apps.

Advisory and support for Unilever to establish their own internal design department successfully.
Facilitated the first Salesforce “Envision” workshop in Europe with Unilever exploring how to bring all relevant HR data together in a single experience.
Conceptual design of intelligence gathering-, data democratisation- and innovation solutions.

Burberry

A digital collaboration platform for everybody with a business relationship with the company.

Created the concept of a “Facebook for Burberry” style internal collaboration system.
Designed the prototype design to benchmark competing technology vendors.
Led a team of designers and frontend developers to create to blueprint and wireframes for the solution.

How can I be of further assistance?

Speaking engagements

With 20+ years of experience in digital design leadership, I have advice to share, viewpoints for the future and a story or two to tell. I have spoken at industry conferences, design events and closed corporate gatherings such as:

Let us shape together what your event and your audience would benefit from, and I will create a tailored presentation that will resonate with them.

Workshop facilitation

Complex, strategic challenges and initiatives can grind to a halt at the very start as they can feel overwhelming.

How do you get it right? Where do you even start?

Let us discuss how I can use my experience with established workshop frameworks such as LEGO® Serious Play® to turn your big ideas and strategic challenges into confident decisions and clear paths forward.

Giving back

As a volunteer, I support charities that help children and young people build the skills and confidence. Through hands-on prototyping sessions, I’ve sparked curiosity and creativity in over 200 disadvantaged participants, giving them a practical introduction to design and problem-solving.

Between 2015 and 2019 I was on the Board of Trustees for the local charity Futureversity.

Can my 10+ years of practical experience working with charities help your charity? Let us plan together.

Let's start the conversation. Reach out today.

Robert Fransgaard - A life in digital design

Robert is a digital design leader with 25+ years of international experience creating effective, enjoyable experiences across retail, finance and other industries for B2C, B2B, and B2E audiences.

He discovered the internet in the mid-90s while studying Visual Communication in Denmark, and launched his career in 1998 co-designing Dingelink.dk, a youth-focused mobile site for Teledanmark, with Phuc Van Dang.

After moving to London in 1999, he became known for designing fully accessible, standards-compliant websites that upheld brand integrity and visual quality. Working with print-based brand guidelines, he successfully translated them into the digital medium.

In 2010, he transitioned from agency life to consulting, leading design-led transformation at Burberry with Capgemini and running high-impact workshops for IBM clients including American Express and The Very Group.

He went on to build Salesforce’s EMEA Experience Design team from the ground up, led mid-market and enterprise design teams through the transformation from on-prem to SaaS products at Sage, and scaled H&M Group’s global design team from a local unit to 130+ designers supporting all the Group's brands and internal tools.

Today Robert work as a freelance design consultant helping ambitious companies, large and small, unlock the full potential of their design capabilities to deliver great digital experiences people love.

To learn more about how Robert and how he can help, contact him today for a free consultation.

Contact me

Please use this form to get in touch about product design leadership, improving processes and design teams, workshop facilitation, workshop facilitation, coaching or speaking engagements. I'm looking forward to hearing from you.