morten winther

My design approach.

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

01 — UX design

Empathy-driven design

UX design is about creating solutions that are both meaningful for users as well as good for business. Good design is crafting purposeful digital interactions, and by understanding the broader ecosystem, the product exists in.

    To me, UX design is

  • Asking "why?" and other big questions.
  • Building meaningful and useful products for people.
  • Oscillating 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.

02 — Strategic Design

Value-creation and organizational goals

I am extremely motivated by using design approaches to uncover competitive advantages for businesses and organizations, and I love to work at the intersection between design and business development. Trough our methods of envisioning the future, sketching, and collaboration, design is uniquely positioned to help drive businesses forward.

    I approach design strategically by:

  • Leading problem definition and project scoping
  • Uncovering organizational goals and success criteria
  • Formulating visions and roadmaps
  • Presenting solution ideas stakeholders and management
  • Tying design rationales back to business objectives

03 — User research

Understanding people

I believe that user research is about uncovering the stories that will inspire, qualify, and argue for design decisions. Rooted in 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 find it incredibly giving to combine ethnographic methods with co-creation workshops and other types of experiments to unlock people's creativity.

    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.

04 — Ideation and prototyping

Manifesting design intention

I develop strong and compelling concepts through iterative sketching, prototyping, and user involvement. I live by the mantra that "God is in the (essential) 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.

    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 15+ years with HTML, CSS, PHP, and Javascript.

05 — Collaboration

Team facilitation and workshops

A good 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, combined 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.