Hi! My name is Daniel. I’m a Front end Developer & UX/UI designer based in Copenhagen, Denmark. I love building interfaces that people love to interact with...

I craft digital experiences

Building on Interaction Design and HCI theories and practices, I craft compelling Web interfaces with focus on easy navigation, clear content and high aesthetics to support and engage the user experience.

Using tools like drawing lo-fi wireframes, construction hi-fi mockups, and sketching in code, I work iteratly through the UX/UI development process.

What others say about me


ConsensusOnline is a company dealing in audience engagement systems, facilitating live conferences around the world. Using iPads as the main platform for delivering the user experience, I have worked on updating the capabilities and user experience of the web-based software system. Below is an example of the software, before and after I started working at the company.

My tasks have been plentiful, working full circle on the development process. From initial feature conceptualization, designing mockups in Photoshop and Illustrator to final implementation in HMTL/CSS/JS. Currently I am overseeing the development of a new web-based user engagement platform guiding the work for our backend engineers, and designing the UX/UI for implementation.

The making of a beautiful review community

With the ambition to be the best community-driven review site for beauty products in Denmark, Mind the Beauty was created with a elegant visual identity and user interface to stand out of the crowd and appeal to it's female target users. Here is how that came to be.

In september 2010, my good friend Johan Jessen and I participated in Copenhagen Startup Weekend, where we met Andreas, a skilled backend engineer. We wrestled together on a common project for 72 hours strait, and despite the hard work and the lack of sleep we learned during those days that we enjoyed working together. I was therefore excited when Andreas approached us shortly after the competition to pitch a project that he had been toying with for a little while:

“Let’s build an online review site for beauty products”

“Sure…wait, what?”

4 guys, a girl and a pain point

Andreas, like so many others has a younger sister, Ida. Ida had many times exclaimed to her older brother how much of a pain it was to be able to find credible information about beauty products online and especially in danish.

The pain point: The price range on these types of products varies tremendously, but the quality does not necessarily follow along the same curve.

Spending large amounts of money on expensive beauty products without knowing if the product would deliver is annoying. What if you could lean on others experiences in your decision process and let others lean on yours? Shared knowledge mediated online seemed like an obvious resolution to the problem. However no great solution seemed to exist out there adhering to our standards.

So with the addition of Andreas’ business partner Nikolai, the team was set - 2 interaction designers, 2 backend engineers and 1 highly knowledgable domain expert - ready to venture into the realm of online review processes.

What to solve and how

First order of business was to understand more specifically what we actually wanted to achieve. Other community review sites existed already in english, but was in our opinion to fragmented and cluttered in their presentation and navigation of their review content. Besides, products found on these sites were primarily focused on the US market, we wanted to create something tailored to the needs of danes and scandinavians. With Ida as our entry to understanding the target group, the following became clear through our discussions :

  • Creating a great sense of identification and community through brand affordances was important to get people on board and actually contribute with writing reviews.
  • Simplicity and ease of use was key to ensure as low a barrier as possible for users to engage in creating reviews.
  • Aesthetics was important to the target audience. Dealing with beauty as our topic of interest, a high emphasis of the presentation of content was to be expected.
  • From a consumption point of view, browsing and reading reviews had to be simple and information presented had to be easily comprehensible.
  • Making the site easy to use was not enough. Creating incentives for participation was important to get people motivated and to ensure retention.

Although terms like ‘simple’ and ‘easy to use’, can seem a bit generic, in terms of a comunity-driven review site where content is meant to be produced and consumed by its own users, a low entry to both activities was indeed important. The million dollar question obviously was how to ensure this.

Framing the problem

So what is the right format for a beauty product review? Should it be primarily quantitative metrics, or be biased towards qualitative feedback? Which and how many metrics should be included for rating? Should user feedback be structured according to guiding categories or be open-format? Which of these elements - and in what combination - could help address the pain points for the target user?

By tackling these questions first, we started from the review page and designed the site from the inside out.

We made simple wireframes on whiteboards to inform our group discussions, making it easy to adapt and alter ideas according to the direction of the conversation.

With K.I.S.S as the guiding principle, we agreed on letting users express their unfiltered experience with a product in free-text, with no apparent limitation, and support their review with an overall five scale rating and two binary agreement statements:

  • “I would recommend this product to a friend”
  • “This is a value-for-money product“

The rationale was to capture emotions about the product into easy comprehendible metrics, that accumulated could be used to summerize the comunity verdict. First statement was framed to ‘pressure’ people to reflect upon whether they actually favored the product, beyond just appreciating its utility. The second statement covered just that.

With review content elements in place and wireframes constructed for the overall layout of a review, we started working on the look and feel.

Design, build, discuss...repeat!

Following a pattern of sharing designs, implementing certain features for exploration and discussing the outcome, we iterated through the different sections of the site experience. For instance with the product review page, several iterations focused on the undestanding of metrics and the inclusion of review ratings. Here are a few mockups alterations, from low to high fidelity.

In similar iterative fashion, we went over processes like e.g, adding new products, creating reviews, browsing overview pages, searching the review catalogue, as well as the sign in process.

Design and implementation was in this sense not diciplines understood as just creating and converting pretty pixels, but instead handeling the interplay between user intent, system workflow, and affordances trough the graphical representation of the interface.

The Final result


Mind the beauty launched in 2011, and was well recieved by it's target audience. After a 3 year run with great community feedback the content owners of the site decided to move on to other projects, and the site closed mid 2014.

Bacon CPH

The up-beat film-production company Bacon CPH was in need of a new online presence to showcase their productions. I implemented their new web-site design, converting the initial Photoshop designs into working PHP, HTML and CSS code.

Allingåbro slagtehus

This small slaugterhouse was in need of a simple yet elegant Website, serving as an online business card to allow customers to find basic contact information. Designed in Photoshop and implemented in HTML/CSS.


Being a company offering culinary team-building courses, Kokkeakademiet was in need of Website, that could communicate their passion for bringing people together over cooking delicious food. I co-designed their elegant website, and implemented the design as a custom-build Wordpress theme.

Mimi's Circus

Interested in fashionable toys and interior accessories for your children? Mimi's Circus certainly is. They wanted to create an unique online concept store with products for children and their parents. I co-designed and build their online webshop, based on the open-source Magento eCommerce platform.


How fast is your Internet connection? Telia wanted to show you how fast their 4G network is compared to your current solution. As a sub-contrator to KathArt Interactive, I co-designed and implemented a speed comparison tool in Flash with Actionscript 3.


One of Denmarks leading football news sites was in need of new way to present their top stories. As a subcontractor for KathArt Interactive, I constructed Tipsbladet's featured-news slider, build in Flash with Actionscript 3.


To promote their latest off-shore Wind Turbine on targeted Web-sites, Vestas was in need of a series of banner-ads. As a subcontractor for Kernel Global, I implemented the banner designs in Flash using Actionscript 3.

Vice Versa

To explain to shoppers in Dubai and Milan how their instant cash-reward card could be of great benefit to earn discounts, Vice Versa was in need of a new website.
I designed their new website in Photoshop, defining the visual expression to meet with Vice Versa potential target groups.

Djurs Kød

Allingåbro slaugterhouse wanted to expand their offerings , making buying meat easy and afordable online. I designed their website in Photoshop, and implemented the design based on the open-source Magento eCommerce platform.

Binary trust

As an interaction design experiment, Binary trust explored the theme of trust between humans and technology. The conceptual output was a series of robots hoping to invoke the human emotions of trust. They tried not to cater nor dimiss a trusting relationship, but challenge and provoke their users to emotionally experience feelings of trust when engaged. Models of robots was drawn and rendered in 3D, while one prototype was built with the arduino software and hardware platform.