“Soren has the rare capability of being a true creative while simultaneously having business acumen…”
(Damon Sullivan, CEO Thug Design)
SUMMARY
- Design leader driving product design efforts towards measurable outcomes.
- Demonstrated success in meeting business goals and exceeding user expectations.
- Operationalizing design processes from vision to concept, planning, and delivery.
- Hiring, developing and retaining UX top talent, managing across remote offices.
- Strong presence and persuasive storytelling skills.
WORK EXPERIENCE
Principal UX Manager, Expedia Inc, Seattle, WA | Apr 2016 - Present
Establishing product design process across multi-regional product organization, allowing agile flexibility in delivering on business needs for emerging market segment. Defining user needs, interaction concepts, facilitating stakeholder alignment, and leading team to deliver on a new B2B communication platform. Driving strategy and direction for sign-up and onboarding features, increasing lead-to-conversion by 35% in first 8 weeks.
Experience Director, Urban Airship, Portland, OR | Sep 2013 - Nov 2015
Building design team in Portland and San Francisco, from 1 to 8 in 18 months. Implementation of new brand identity and experience strategy to the product platform and UI. Creating end-to-end lead funnel for company ecommerce solution increasing customer acquisition by 125% in 3 months.
Design & Experience Director, Thug Design, Portland, OR | Jul 2012 - Sep 2013
Implementing agile product design process across organization. Designing mobile apps for Intel incubator projects. Leading re-branding of company, from vision and mission to visual identity and experience strategy.
Chief Creative Director, FatDUX, Copenhagen, Denmark | Jun 2006 - May 2012
Directing and delegating design and development of websites and SaaS for B2B and public services across six offices in Europe and North America. Facilitating ideation, workshops and presenting pitches and solutions to clients and stakeholders.
EDUCATION
Copenhagen Business School, Media & Communication | Aug 2005 - May 2008
Royal Danish Academy of Fine Arts, Graphic Design Program Aug 1984 - May 1987
GUEST LECTURER
"UX Masterclass" - Bauhaus University, Weimar, Germany, 2011
"Design of User experience - A theoretical and practical approach" - University of Jönköping, Jönköping, Sweden, 2010
"Design For Small Screens and Mobile" - CPH Business School, Copenhagen, Denmark, 2008
SPEAKING
“From Contact To Conversion" - Refresh Portland 2012, Portland, OR
"Modeling Systems For Information Architecture" - IA Summit, 2012, New Orleans, LA
"Celsius vs. Fahrenheit" - IxDA, 2012, Dublin, Ireland
"Succeed through Empathy" - UX Barcamp Europe, 2011, Berlin, Germany
"Empathic Design" - UX Meetup 2011, UCLA, Los Angeles, CA
"A Wise Foot In The Door" - IA Konferenz 2010, Köln, Germany
“Tribal Europe - The IA Community in EU” - Italian IA Summit 2009, Forli, Italy
“Big Hat, Small Herd" - EuroIA 2009, Copenhagen, Denmark
"European User Experience" - EuroIA 2008, Amsterdam, Holland
“Design of a mobile, location-based service" - Web and Beyond 2008, Amsterdam, Holland
"The Future of IA" - EuroIA 2007, Barcelona, Spain
UX SKILLSET
Visual Design, User Research, Content Strategy, Facilitation, Ideation & Concept, Wireframing, Journey Mapping, Prototyping, Team Management, Agile, HTML, CSS
tools
Adobe CS, InVision, Sketch, Powerpoint/keynote, Omnigraffle, Balsamiq, Whiteboard, Pen & Paper
SUMMARY
- Design leader driving product design efforts towards measurable outcomes.
- Demonstrated success in meeting business goals and exceeding user expectations.
- Operationalizing design processes from vision to concept, planning, and delivery.
- Hiring, developing and retaining UX top talent, managing across remote offices.
- Strong presence and persuasive storytelling skills.
WORK EXPERIENCE
Principal UX Manager, Expedia Inc, Seattle, WA | Apr 2016 - Present
Establishing product design process across multi-regional product organization, allowing agile flexibility in delivering on business needs for emerging market segment. Defining user needs, interaction concepts, facilitating stakeholder alignment, and leading team to deliver on a new B2B communication platform. Driving strategy and direction for sign-up and onboarding features, increasing lead-to-conversion by 35% in first 8 weeks.
Experience Director, Urban Airship, Portland, OR | Sep 2013 - Nov 2015
Building design team in Portland and San Francisco, from 1 to 8 in 18 months. Implementation of new brand identity and experience strategy to the product platform and UI. Creating end-to-end lead funnel for company ecommerce solution increasing customer acquisition by 125% in 3 months.
Design & Experience Director, Thug Design, Portland, OR | Jul 2012 - Sep 2013
Implementing agile product design process across organization. Designing mobile apps for Intel incubator projects. Leading re-branding of company, from vision and mission to visual identity and experience strategy.
Chief Creative Director, FatDUX, Copenhagen, Denmark | Jun 2006 - May 2012
Directing and delegating design and development of websites and SaaS for B2B and public services across six offices in Europe and North America. Facilitating ideation, workshops and presenting pitches and solutions to clients and stakeholders.
EDUCATION
Copenhagen Business School, Media & Communication | Aug 2005 - May 2008
Royal Danish Academy of Fine Arts, Graphic Design Program Aug 1984 - May 1987
GUEST LECTURER
"UX Masterclass" - Bauhaus University, Weimar, Germany, 2011
"Design of User experience - A theoretical and practical approach" - University of Jönköping, Jönköping, Sweden, 2010
"Design For Small Screens and Mobile" - CPH Business School, Copenhagen, Denmark, 2008
SPEAKING
“From Contact To Conversion" - Refresh Portland 2012, Portland, OR
"Modeling Systems For Information Architecture" - IA Summit, 2012, New Orleans, LA
"Celsius vs. Fahrenheit" - IxDA, 2012, Dublin, Ireland
"Succeed through Empathy" - UX Barcamp Europe, 2011, Berlin, Germany
"Empathic Design" - UX Meetup 2011, UCLA, Los Angeles, CA
"A Wise Foot In The Door" - IA Konferenz 2010, Köln, Germany
“Tribal Europe - The IA Community in EU” - Italian IA Summit 2009, Forli, Italy
“Big Hat, Small Herd" - EuroIA 2009, Copenhagen, Denmark
"European User Experience" - EuroIA 2008, Amsterdam, Holland
“Design of a mobile, location-based service" - Web and Beyond 2008, Amsterdam, Holland
"The Future of IA" - EuroIA 2007, Barcelona, Spain
UX SKILLSET
Visual Design, User Research, Content Strategy, Facilitation, Ideation & Concept, Wireframing, Journey Mapping, Prototyping, Team Management, Agile, HTML, CSS
tools
Adobe CS, InVision, Sketch, Powerpoint/keynote, Omnigraffle, Balsamiq, Whiteboard, Pen & Paper