UX / UI DESIGN

Fix the friction before it costs you growth.

Your site is up, your users are landing, but they are not doing what you need them to do. We dig into the experience, find what is breaking, and redesign the parts that actually matter.

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01 / FOR YOU IF

Here’s where you might be stuck.

You have a working website and real users. Conversions are flat. You know something is off, but you do not have the data depth or traffic volume for A/B testing yet.

Users arrive but don’t act.

Your site works, but users do not stick around long enough to convert.

You see the drop but not the cause.

Your analytics show where people drop off, but you do not know why.

The guesses aren’t paying off.

You are guessing at what to change next, and you don’t see results.

Your site is below CRO scale.

You do not have the traffic for full A/B testing with statistical confidence.

One flow is killing the rest.

A specific flow is broken (onboarding, signup, checkout, search) and you need it fixed.

02 / WHAT WE DELIVER

No theatre. Just the things that move the numbers.

Five outputs that help you grow in the right direction.

Research, not assumptions.

User interviews, usability tests, and analytics review. We find the real problem before we touch a pixel.

Designs that earn their keep.

Wireframes and high-fidelity designs for the pages and flows that move the numbers. Nothing redesigned for the sake of it.

Validation before launch.

Preference tests, moderated sessions, or usability interviews. We prove the new version is better. If it is not, we say so and iterate.

A handoff without homework.

Specs, components, and notes your developers can build from. No follow-up questions about what a hover state should do.

A design system, if yours is missing.

We document the patterns you already have, or build them from scratch. Every future change stays on-system.

03 / HOW WE WORK

Three rules. No exceptions.

A process is just steps. These are the rules that decide what we do at every step.

01. Start with evidence.

We do not design from opinion. Before a single pixel moves, we know what your data says, what your users are doing, and why they are doing it. Hunches are hypotheses. Evidence is the brief.

02. Design for outcomes.

A redesigned button does not earn its place because it looks better. It earns it because it moves the number. We design what changes things, not what shines.

03. Test, don’t guess.

Every design is a hypothesis until proven otherwise. Preference tests, usability sessions, moderated interviews. When the first version misses, we say so and iterate. No design ships on faith.

04 / PROOF

Tested. Measured. Shipped.

Recent UX projects where the work paid for itself.

UX RESEARCH

UX / PRODUCT DESIGN

UI DESIGN

Users could read everything about the product but still had no idea what they bought.

Cierpa Kaizen’s product page described every feature of their B2B process improvement software in detail, but visitors couldn’t answer the most basic question: what am I actually buying? I led the UX research, redesign strategy, and validation across two rounds of preference testing

I led the UX research, design, validation process, dev hand-off, communication with the client and a causal effect analysis 8 weeks post-implementation.

Why it mattered

The page was generating roughly one demo request per month. For a B2B SaaS product where every demo is a potential enterprise contract, that is the difference between a page that exists and a page that works.

This project showed how information can fail when it only talks about what a product does instead of what it does for you. Features don’t sell. Outcomes do. But only when people can actually see what they’re getting.

We set out to increase demo request CTR. What we actually did was make the product visible by making the information that was already there work for the people reading it.

The problem

People didn’t understand the product because we never really showed it.

Cierpa Kaizen is software that teams use every day, but the product page read like a wall of jargon.

Ten overlapping text blocks with no clear order, a CTA buried below the fold, and zero product visuals anywhere users could actually find them.

We saw that the few users who scrolled all the way down the page clicked on a YouTube demo link at disproportionately high rates. Users really wanted to see what they were paying for.

We made the product visible

First, we restructured the page based on research. We merged the hero sections, moved the CTA above the fold, and reduced ten confusing text blocks down to four grouped blocks.

Scroll depth at the bottom of the USPs jumped +21.2%.

But shortening sections alone wasn’t enough. People could navigate the page now, but they still weren’t converting at the rate the product deserved. So we fixed the issue that users had never seen the actual software.

We built an entirely new mobile app section with phone and desktop mockups, pulled the video CTA from the bottom of the page up to the hero, and rewrote every section to lead with outcomes instead of features.

We validated through two rounds of Lyssna preference testing (the first round gave us direction, the second reached statistical significance), and iterated on participant feedback between rounds.

Impact

On top of the +21.2% scroll depth improvement we saw: +817% relative uplift in overall demo CTR (2.27% to 20.83%), +991% on mobile alone.

Demo requests went from roughly 1 per month to 4 per month. Surprisingly, clicks on that previously buried YouTube demo link dropped to near zero. The demand for product visuals was satisfied earlier.

We convinced more users that they wanted a demo. We helped them understand what they were requesting the demo for.

The redesign answered the question users had been asking with their clicks all along: “What am I actually buying?”

This is how we created an uplift of 817% in CTR by making the product visible and reframing the value.

Read full case study

UX / PRODUCT DESIGN

USER FLOW DESIGN

Users hadn’t forgotten their goals, our flow had.

A user forgets their password. It happens. They reset it and expect to pick up where they left off. Instead, they landed somewhere that made no sense.

I led the analysis and redesign of PrintAbout’s password reset flow to cut the friction and restore momentum for users trying to finish what they started.

Why it mattered

Password resets are easy to overlook. They’re invisible when they work. But when they don’t, they break trust, momentum, and sometimes the entire experience.

This project was about listening to users, recognizing the friction we’d normalized, and rebuilding trust with thoughtful defaults.

It taught me to stop asking “Does it function?” and start asking “Does it respect what the user is trying to do?”

The problem

PrintAbout has an average retention period of 8 months between purchases, we don’t pretent to be that important to users that they will remember their account’s password. So many will use the password reset function.

This password reset flow was technically functional, but ‘to function’ isn’t the same as ‘to work.’
Users weren’t just resetting their password, they were trying to reach their initial goal, and the password reset just happened to be on the way.

We ran five user tests and watched the same thing happen every time: No matter if they started at the account login or in the checkout login, they all got dropped on the shopping cart page.

Still logged out. Disoriented. And further from their goal.

It wasn’t their fault. It was ours.

Rebuilding with user intent

There are two distinct entry points, and two very different intentions:

Checkout users had one clear goal: Place an order.
Dropping them back at the shopping cart forced them to repeat steps they’d already taken. It felt like starting over. Worse, it felt like being punished for forgetting their password.
Now, they’re returned directly to the shipping step, already logged in, ready to continue their purchase.

Account users weren’t immediately trying to buy, they needed invoices, order histories, or address updates.
The old flow dropped them in the wrong place entirely, the shopping cart…
Now, they land in their account dashboard, logged in and closer to their goal.

By restoring context and removing unnecessary steps, we turned a frustrating detour into a seamless journey.

Now, users move forward. Not back.

Impact

This change didn’t generate a massive revenue spike, because most users resetting their password were already motivated enough to finish their task.

But that wasn’t the point.

Sure, they could still complete the task before.
And yes, most would’ve come back eventually.
But that frustration? It sticks, to the brand, the memory, the next visit.

This is how we turned a technical flow into a human one.

UX flowchart illustrating how a data-driven UX designer redesigned the forgot password experience.

05 / WORDS FROM CLIENTS

Said it better than we could.

What it’s like on the other side of the work.

Lars is an exceptional UX professional with an incredible analytical approach to problem-solving.

His ability to break down complex challenges and craft intuitive, user-centered solutions backed by real data is truly impressive.

Beyond his remarkable skills, Lars is always ready to support the design community with his valuable insights and guidance, making him a trusted and inspiring figure for anyone fortunate enough to collaborate with him.

Jan MrazAtheros Intelligence Ltd

Through word of mouth, I heard that Lars creates unique designs for businesses. I shared my preferences and let myself be surprised.

My experience with Lars is that he’s very patient, thinks along with you, and is committed to delivering the best possible results to ensure client satisfaction.

I’m absolutely thrilled with the outcome, it looks professional! A beautiful design and stunning business cards. In my view, Lars is highly skilled and delivers top-quality work. I can wholeheartedly recommend him!

Caresse AntonissenInnerwork Caresse

This recommendation might be a bit biased since we’re family, but I can highly recommend Lars for CRO & UX-design projects.

My client was struggling with their website’s conversion rate, even though their SEO/SEA traffic had increased significantly. In a 1.5-hour Google Meet call, Lars provided a lot of actionable recommendations to improve conversions. He was able to clearly back up all of his tips with research and data as well. It was also evident during the call that Lars has a lot of knowledge and experience in CRO & UX-design. He really knows what he’s talking about.

If you’re looking for actionable tips to get more out of your website, I highly recommend reaching out to him.

Niels BroekzitterNiels Broekzitter Internet Marketing

“Technology should work around people, not the other way around.”

06 / CONTACT

Let’s make something that works!

Tell us where your business is and where you want it to go. Brand, website, UX, or conversions, we’ll tell you how we can help. No sales pitch, just a straight answer.

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