Lead UX Designer · Design Systems & AI Experience · Copenhagen
Scaling design systems for large enterprises - and building their AI design foundations.
Lead UX Designer with 15 years of experience driving human-centered design solutions across logistics, insurance, e-commerce, and consultancy sectors.
How I work
01 — PhilosophyThree things I keep coming back to, whether the problem is a fragmented component library or an organization figuring out what "AI-native" actually means for design.
Design systems as infrastructure
A design system is only as valuable as its adoption. I focus on the unglamorous parts — governance, contribution models, documentation — that make systems actually used, not just shipped.
AI experience & governance
Agentic interfaces need new design primitives: how an agent asks for permission, shows its reasoning, fails gracefully. I build the principles frameworks that give teams a shared language for this.
Design maturity & culture
Tools don't change culture, people do. I build the mentorship structures, internal conferences, and communities that move an organization from ad hoc design to a governed, confident practice.
About
02 — Profile
Lead UX Designer with 15+ years of experience building and scaling design systems and maturing design culture through mentorship and community-building.
My current focus is on AI experience standards — defining the agentic interaction models, principles frameworks, and governance structures that let a large enterprise design AI products consistently, ethically, and at scale. This sits at the intersection of design systems thinking and the entirely new questions AI raises about trust, transparency, and control in interfaces.
Proven track record in building and scaling design systems and maturing a design culture through mentorship and community-building. I am passionate about:
- Helping companies identify business opportunities
- Streamlining digital product development with AI
- AI ethics & governance
And collaborating with great minds – building a better tomorrow.
Driving design maturity at Maersk
03 — VideoIn this video I talk about my role as a Lead UX Designer at Maersk.
Selected work
04 — Case studiesFour projects that show the range of my work - from foundational design systems to the AI governance frameworks shaping what comes next.
AI Experience Standards & Agentic Interaction Model
Defining how a global enterprise designs trustworthy, consistent AI experiences — from first principles to a governed source of truth.
Maersk Design System
A highly mature design system streamlining how UI gets built across one of the world's largest logistics companies. designsystem.maersk.com ↗
Maersk Design Days
A yearly internal conference built to inspire, upskill, and foster a collaborative culture around digital product development.
Community UI & Inner-Source Collaboration
Enabling cross-team collaboration between engineers, product owners, and designers through an inner-source culture.
What colleagues say
05 — Testimonials"Your dedication has significantly contributed to building an amazing design culture, especially with your work in the Maersk Design System."
Pam Hiett
Senior UX Designer
"I've seen your work in both the Maersk Design System and Maersk Design Days. You bring immense value through strong leadership and a deep passion for design."
Diana Montiero
UX Designer
"His work has consistently demonstrated his ability to deliver high-quality results, underscoring his value to Maersk."
Beatris Valentinova Ilieva
Engineering Manager UX
"A rare ability to deliver kind, precise, constructive feedback. Great at connecting people and collaborating across teams."
Julie Bang
Senior Design Manager
"Martin has the vision to understand what it takes to drag us to the next level, the drive to set up new ways of working, and the communication skills to inspire his peers."
Ben Norris
Senior Visual Designer
"A positive mindset and strong organisational skills on every project. During Maersk Design Days, you kept people's spirits high with your enthusiastic attitude."
Daniela Verisanu
UX Designer
Experience
06 — CVLead UX Designer
Maersk · Copenhagen — Leading the UX part of the Maersk Design System ↗, enabling scalable, consistent, high-quality digital product experiences across the organisation. Defined AI design guidelines covering ethics, trust, security, and consistency. Founded Maersk Design Days, an annual internal conference with the goal of promoting the value of design within the organization and maturing the design community as a whole. Initiated and led Community UI, an inner-sourcing platform to enhance cross-team collaboration, mentored designers and frontend developers, and promoted accessibility through workshops and talks.
Senior UX Designer
Maersk · Copenhagen — Owned UX for internal applications supporting shipping operations, solving complex workflows at Port Terminals and Hubs. Conducted field research and journey mapping of the Port Call process, and advocated for design thinking across the product life cycle.
Senior UX Designer
1&1 · Munich — Directed multiple digital design and development initiatives, aligning UX with business goals. Acted as Scrum Master for 6 months, bridging agile practices with product development. Facilitated design thinking workshops on business model innovation, branding, and ideation.
UX Designer
Topdanmark · Copenhagen — Developed a strategic vision for personalised customer experiences and self-service platforms, delivering concepts through storytelling, business modelling, and UI design.
UX Designer
1&1 · Munich — Owned UX for several e-commerce websites, specialising in form design and checkout optimisation to improve conversion rates, using A/B and multivariate testing and data-driven design iterations.
Interaction Designer
Designit · Munich — Delivered interaction design for Audi City, an innovative digital showroom experience, and conducted trend research and concept development for future CRM visions for Audi.
Open to Lead, Principal, or Head of Design roles focused on AI & design systems.
If your organization is figuring out what design looks like in the age of AI — or needs someone to build a design system that make that possible — I'd like to talk.