Morten Winther

Design approach

I believe in design driven by empathy and insights.

Through iterative and design-driven processes, I help businesses and organizations by transforming empathic user insights into strong experiences that are technologically feasible and strategically viable.

  • 01 Product design
  • 02 User research
  • 03 Ideation and prototyping
  • 04 Collaboration and facilitation

01Big-picture and empathy driven
product design

Product design is about creating solutions that are both meaningful for users as well as good for business. I'm driven by crafting purposeful digital interactions. And by understanding the broader ecosystem the product exists in.
User research & analysis
Ideation & concept development
Prototyping & testing
Planning & facilitation
Product strategy
Mentoring & team leadership
Collaboration & communication

To me, product design is

  • asking "why?" and other big questions.
  • building meaningful and useful products for people.
  • oscilating between attention to interaction details and product ecosystem.
  • navigating user needs, strategic business goals, and product development.
  • being intentional about design decisions based on insights.
  • planning and facilitating collaborative, creative processes.
  • part of the entire process from planning, through ideation to implementation.

02User research and design
go hand in hand

To me, user research is about uncovering the stories that will inspire, qualify and argue for design decisions. Rooted in the Scandinavian design tradition, I involve users from an empathic and holistic point-of-view throughout the design process. I am genuinely curious about people's experiences, frustrations, and motivations. I love to combine ethnographic methods with co-creation workshops and other types of experiments that will unlock people's creativity.
Contextual test of payment app onboarding
Researching people's perception of self-driving cars
Observations of children with no language

My toolbox of qualitative methods is based on

  • understanding people's lived lives and their experiences.
  • experience from doing research about anything from B2B dashboards and mobile payment apps to voice assistants and interactions with autonomous vehicles.
  • more than 1500+ individual interviews.
  • award-nominated design research based on in-situ observations.
  • holistic attention to the entire user journey.
  • user testing and continuous user involvement.

03Concept development
and wireframing

I develop strong and compelling concepts through iterative sketching, prototyping and user involvement. I live by the mantra that "God is in the detail", and I am a firm believer in qualifying concept work through insights. Insights can be anything that informs design decisions: User needs, business requirements, or technological limitations.
Prototype with high-fidelity interactions
Validating details through background material
Communicating a new vision through animated storyboards

To develop concepts I use

  • pen & paper to sketch and ideate.
  • detailed wireframes with attention to content and microcopy.
  • interactive prototypes to test flows with users.
  • storyboards or other narratives to convey user empathy.
  • tools such as Sketch, Axure, Invision, or proto.io.
  • experience from 10+ years of using HTMl, CSS, and Javascript.

04Process planning, facilitation and
stakeholder involvement

A strong product doesn't just happen. It's brought into existence by combining the right activities at the right time. I love to stage and facilitate design processes that use existing resources within the organization in combination with new insights and perspectives.

Design is a collaborative effort! And therefore stakeholder involvement is essential to secure the outcome of the work. Co-creation workshops can be a great way to draw out essential insights across disciplines. And for making sure that the project is well-anchored in the organization. To me, stakeholder workshops are less about coming up with the perfect concepts. It's much more about uncovering essential constraints and contradictions through creative exercises.
Co-creation workshop with client
Ideating with Absolut Vodka