01 Challenge
Designing for a dual audience experts and decision-makers
As the UX/UI Design Lead at the digital agency Nørgård Mikkelsen, I was responsible for redefining our client, RSP Systems' digital presence through a complete website redesign. The goal was to elevate the company's professional positioning and create a cohesive experience that could effectively communicate with both technical stakeholders and potential customers.
The core challenge was designing for a dual audience. The website needed to present complex, highly technical content for industry experts while remaining accessible, clear, and engaging for prospective clients and partners.
This required a deliberate and strategic approach to structure, content hierarchy, and interaction design. The experience needed to support different levels of expertise while remaining intuitive and cohesive.
02 Design Process
Five phases from strategy to execution
As UX/UI Design Lead, I drove this project from strategic insight through to final implementation bridging research, information architecture, visual design, and cross-team collaboration at every phase.
Insight Integration
I translated strategic insights from stakeholder interviews and workshops into clear UX principles and design directions. Rather than treating insights as static input, I actively synthesised them into actionable decisions that guided the entire design process. This phase highlights my ability to bridge strategy and execution, ensuring that design decisions are grounded in both user needs and business objectives.
Information Architecture & Site Mapping
I led the development of the site's information architecture, structuring complex content into clear, navigable flows tailored to two distinct audiences. This required balancing depth and clarity, prioritising content, defining user journeys, and creating a scalable structure. Throughout this phase, I facilitated alignment with the client to ensure that business priorities and user needs were continuously integrated into the solution.
Low Fidelity Wireframing
I developed low fidelity wireframes to rapidly test and validate structure, hierarchy, and key interactions. These wireframes served as a collaborative tool in ongoing dialogue with the client, enabling quick iteration and early decision-making. This phase reflects my strength in using design as a communication tool and bringing stakeholders into the process to reduce risk before moving into high fidelity design.
Visual Design & Prototyping
I led the visual design and prototyping, creating an interface that balances technical credibility with clarity and accessibility. I ensured consistency across components and designed a system that supports scalability and future growth. Through iterative design reviews, I aligned closely with the client and maintained a high standard of quality while navigating complex requirements.
Implementation & Cross-Team Collaboration
As the primary UX lead, I played a key role in coordinating between the client, strategy team, and developers. I worked closely with the development team during implementation by delivering detailed design specifications, clarifying edge cases, and ensuring that the final product stayed true to the design intent. This phase demonstrates my ability to drive design beyond handoff and ensure coherence and quality from concept to execution.
03 Result
A Cohesive Digital Presence for a Deep-Tech Leader
The redesigned RSP Systems website successfully bridges the gap between technical depth and commercial clarity giving the company a digital presence that reflects the sophistication of their technology while remaining accessible to the full range of their audience.
The new site establishes a strong, credible foundation for RSP Systems' next phase of growth, enabling them to communicate their value proposition to both industry experts and potential partners with equal confidence.
