Hej.Hallå.Hi.Hullo.
Product designer. Agency-trained, research-led, ten years in complex services.
UX, UI, research and product strategy for NHS Scotland, Shelter, agency clients and early-stage teams. I settle flows and requirements before anyone argues about pixels, and I use research to create focus rather than to file findings.
Open to new roles · Copenhagen & remote
Selected work
Three projects, in depth · 4–6 min each
Shelter Scotland
National homelessness charityA protest-brand rebrand had to become a working digital system. I built the pattern library that carried it, then led the Scottish digital estate and a team of eight to WCAG 2.1 AA.
Tabatwo
Social fitness platformThe app could do everything and meant nothing. Five moderated sessions and eight product areas later, the team had a ranked backlog and an answer to what the product was actually for.
Famly
Speculative product conceptA speculative concept for Famly, taken from idea to a clickable prototype with Claude Code rather than starting in Figma. Built to be opened, not described.
More case studies
Same depth, less airtime
Shipped complex digital products for
See full career →- Shelter Scotland
- NHS Scotland
- Scottish Government
- VisitScotland
- Carbon Trust
- Business Gateway
- Tabatwo
- Boxmove
“Andrea helped us clarify fundamental product concepts that became central to our platform's direction.”
About
A Swedish-speaking Finn: think Moomin.
- Based in
- Copenhagen
- Languages
- English, Swedish, Danish
- Working
- Onsite & remote
- Experience
- 10+ years
Raised between Finland, California and Denmark, a decade in the UK, roots now firmly back in Copenhagen. It's the reason I notice when a service assumes everyone shares one language, one address format, one way of asking for help.
Most of my work has been where getting it wrong has consequences: housing advice for people in crisis, cervical screening for the people the NHS wasn't reaching, business support for owners with no time to spare. In that world accessibility isn't a finishing step. It decides who can use the thing at all.
I start from what people do rather than what they say they'll do, a habit picked up writing a dissertation on behavioural design.
Happiest at my Finnish summerhouse, foraging for blueberries and mushrooms, and spending time with my daughter.
Flows before pixels
Requirements and journeys get settled first. Everything after that is faster, and the arguments that do happen are about the right things.
Research to focus, not to file
A ranked list of three things beats a deck of forty observations. The job isn't to find everything. It's to say what to do first.
Accessible by construction
Built into the system and the components, not audited at the end. For an audience on old devices and poor connections, it decides who gets in at all.
What I do
- UX strategy
- Product design
- Product discovery
- User research & testing
- Accessibility & inclusive design
- Enterprise & healthcare UX
- Design systems
- Design leadership & mentoring
- Stakeholder management
- Agile & Lean UX
Where
Senior Product Designer
Freelance · Tabatwo, Boxmove
Product Lead
Shelter Scotland
Senior User Researcher
NHS National Services Scotland