Coach & lead

Do you recognise any of these?

I help you build the right things, well.

  • I coach your designers, product people and leads one-on-one.
  • I run design reviews and critiques with the team.
  • I step in as your part-time design leader, working inside the team, not from the outside.
  • I help the whole team get better at how they make product decisions.
  • I help you hire and structure the team.
Coach & lead

Case

Keeping a young design team growing through three reorganisations

DHI (water and environment engineering software) · Head of User Research & Design, 2019–2022

The situation

When I joined, DHI had a freshly created UX team working on complex, data-heavy engineering software. My mandate was to make design strategic, with a mostly junior team, inside a matrix organisation spread across countries. Then it got harder. Over three years, we went through three reorganisations and four different managers. We moved from the Digital Office, into the software team and finally into the Innovation Lab.

What I did

My job throughout this time was to keep the team steady, make sure the individual team members kept growing and keep design an important function. One of the first things I did was to map the team's skills. This information helped to shape our training, and helped me align expectations with leadership about what the team could deliver.

The team's skills map, 2019

Average experience across the team, 0 (none) to 5 (a lot)

Where we were strong

Presentation3.7
Conceptual sketching3.4
Peer review / critique3.3
Brainstorming3.1
User research2.9

Where we had gaps

Large workshops (10+)1.0
Focus groups0.7
Desktop app design0.6
A/B testing0.4
Analytics0.4
7 designers rated their own experience across 50 UX skills.

Over the next three years: – I hired and coached, and built a career and skills framework so people had a path to grow. – I kept motivation up with half-yearly success story boards, and team rituals that survived the Covid-19 lockdowns. – I ran workshops across Denmark, Sweden, Germany, Thailand and the US to align stakeholders and clients and push projects from ideas into outcomes.

The outcome

Through all of it, the team held together and kept growing. When I left, a senior designer from the team took over as manager, and later another team member stepped in to lead.

The team in the office. Not a beach, a wallpaper. DHI works with water.

Offerings

Design practice check-up

I map how your design team works today, from early discovery to quality reviews, and where the gaps are. Then I help you close them: hiring, training or changing how design fits into your process.

Let's talk about this →

Fractional design leadership

I work with your team part-time as the design leader you don't yet need full-time. This includes 1:1 coaching for your designers and product people. We find the rhythm that fits your team's needs.

Let's talk about this →

Discovery workshop

1.5–2 days

A hands-on activity where your team learns discovery by working on a real problem from your backlog. They pick up methods for framing, prioritising and getting knowledge out of stakeholders. They learn how to do it on their own.

Let's talk about this →

Not sure which one fits?

Tell me about your situation and we will figure it out together.

Book a call

He guided our team through multiple waves of structural changes in the company, always actively pursuing a clear and effective strategy, which helped our team to grow significantly in size, scope and experience. All of this while keeping the team glued together and always in good spirits.

Luca Mottadelli, Senior UX Designer at DHI

Adam led a lean product discovery workshop that perfectly balanced theory with hands-on practice, leaving our team with takeaways we could use immediately. His upfront preparation ensured we worked on real, customer-centric problems specific to our business, not generic exercises.

Anthony Apodaca, Head of Product at ChronosHub

Let's talk.