Mads Maarup
Senior Product Designer · Senior UI/UX Designer · Design System Lead
15+ years in digital design, including lead and senior roles since 2017, specializing in design systems.
Copenhagen, Denmark
www.madsmaarup.com
hire@sl.madsmaarup.com
/in/madsmaarup
Senior UX/UI Designer
Novo Nordisk
Apr 2024 → Aug 2026
Led end-to-end design and product discovery for Novo Nordisk's largest patient support platform (~50,000 users), delivering patient features that drove a 20% increase in documented weight loss.
Drove a new information architecture from discovery, using Hotjar data, surveys, and interviews to convince PM and business owners to reprioritize the menu despite a new legal approval round, making key features easier to find.
Shaped the Health Benefits feature for the German market launch, testing gamification concepts with users and pivoting to a three-phase journey when tests pointed elsewhere.
Designed mobile-first progress charts that made complex health data easy to read and kept patients engaged through plateaus; in a 2025 user study, 8 of 11 users named the progress graph as their main reason for returning to the app.
Led research synthesis, design reviews, and early design drafts, using AI tools to speed up exploration and check components for readability.
Owned the app's multi-market design system, supporting localization (incl. Arabic RTL) and strict compliance, significantly reducing design-to-dev time and speeding up rollout across countries.
Built accessibility into the components themselves, meeting WCAG and EU accessibility requirements for healthcare.
Partnered with the Lead of the Novo Nordisk Design System, sharing knowledge and advising on token and variable architecture for one unified system across all products and devices.
Mentored UX designers through DesignHub, ran workshops on the future of UI/UX, and presented as Subject Matter Expert at Novo Nordisk's Quarterly Update.
Product Designer → Senior Product Designer
Game Analytics
Jun 2020 → Apr 2024
Designed analytics dashboards and data-dense UI for a platform used by over 100,000 game developers, turning billions of daily data points into clear, actionable charts.
Served as interim design lead, setting design priorities and writing feature specifications with Product Managers.
Introduced and led the company's first design system despite early stakeholder resistance, doubling feature delivery speed through component reuse and letting new designers contribute from day one.
Designed and built a 3-tier token system (Core, Semantic, Component) with automated sync from Figma to code, enabling the white-label architecture that helped secure a partnership with Meta (Facebook Gaming).
Worked closely with frontend developers on every feature, ensuring 100% design fidelity and smooth handoffs.
Guided Product Managers and engineers in adopting the design system, and helped hire new designers through case assignments and interviews.
Head of Design
eye4talent
Jul 2017 → Jun 2020
Led end-to-end UI/UX design across the SaaS platform and native iOS and Android apps, for a product used by licensed Danish football clubs for scouting and player development.
Designed talent analytics interfaces based on Tableau insights and usage data, supporting user engagement and platform growth.
Led UX workshops and discovery sessions, turning client feedback and user research into prioritized user stories and requirements.
Worked directly with the CEO and CTO to evaluate new business opportunities and technical feasibility, shaping the product roadmap.
Established multi-platform design systems and component libraries, supporting developers hands-on in React and Angular.
Web Designer → Web/Product Designer & Mentor
Group Online
Jan 2011 → Jul 2017
Designed wireframes and UI components adopted across 10,000+ client websites, significantly speeding up production cycles.
Bridged production and engineering by translating technical requirements into design decisions, reducing back-and-forth between teams.
Built and maintained a design system of reusable templates and wireframes for client websites, ensuring consistency and speeding up production.
Mentored UI/UX designers and graphic artists through hands-on training, workshops, and internal guidelines, raising design quality across the team.
Skills & Tools
Design Systems
Design Token Architecture (JSON)
Figma Variables
Multi-Market Localization (Arabic RTL)
White-Labeling
Component Libraries
Multi-Platform Systems
UX Research & Strategy
Product Discovery
Usability Testing
User Interviews
Guerrilla Testing
Quantitative Analytics
Feature Specification
User Journeys
Wireframing
Behavioral Design
Product Psychology
Domain & Compliance
Data-Dense UI & Analytics
Mobile-First Data Visualization
Health Tech Compliance
Legal & Regulatory Frameworks
Accessibility (WCAG)
Leadership & Alignment
Technical Mentoring
Workshop Facilitation
Agile Delivery
Cross-Functional Alignment
Stakeholder Management
Presenting
Design & Prototyping
Figma (Variables, Tokens, Libraries)
AI Prototyping
Photoshop
Illustrator
After Effects
Frontend, Data & Handoff
HTML5
CSS3
SASS
React/Angular Support
Design-to-Dev Integration
GitHub
Azure DevOps
Tableau
Big Data Visualization
Product Specs & Documentation
Mads Maarup
Senior Product Designer · Senior UI/UX Designer · Design System Lead
15+ years in digital design, including lead and senior roles since 2017, specializing in design systems.
Copenhagen, Denmark
www.madsmaarup.com
hire@sl.madsmaarup.com
/in/madsmaarup
Senior UX/UI Designer
Novo Nordisk
·
Apr 2024 → Aug 2026
Led end-to-end design and product discovery for Novo Nordisk's largest patient support platform (~50,000 users), delivering patient features that drove a 20% increase in documented weight loss.
Drove a new information architecture from discovery, using Hotjar data, surveys, and interviews to convince PM and business owners to reprioritize the menu despite a new legal approval round, making key features easier to find.
Shaped the Health Benefits feature for the German market launch, testing gamification concepts with users and pivoting to a three-phase journey when tests pointed elsewhere.
Designed mobile-first progress charts that made complex health data easy to read and kept patients engaged through plateaus; in a 2025 user study, 8 of 11 users named the progress graph as their main reason for returning to the app.
Led research synthesis, design reviews, and early design drafts, using AI tools to speed up exploration and check components for readability.
Owned the app's multi-market design system, supporting localization (incl. Arabic RTL) and strict compliance, significantly reducing design-to-dev time and speeding up rollout across countries.
Built accessibility into the components themselves, meeting WCAG and EU accessibility requirements for healthcare.
Partnered with the Lead of the Novo Nordisk Design System, sharing knowledge and advising on token and variable architecture for one unified system across all products and devices.
Mentored UX designers through DesignHub, ran workshops on the future of UI/UX, and presented as Subject Matter Expert at Novo Nordisk's Quarterly Update.
Product Designer → Senior Product Designer
Game Analytics
·
Jun 2020 → Apr 2024
Designed analytics dashboards and data-dense UI for a platform used by over 100,000 game developers, turning billions of daily data points into clear, actionable charts.
Served as interim design lead, setting design priorities and writing feature specifications with Product Managers.
Introduced and led the company's first design system despite early stakeholder resistance, doubling feature delivery speed through component reuse and letting new designers contribute from day one.
Designed and built a 3-tier token system (Core, Semantic, Component) with automated sync from Figma to code, enabling the white-label architecture that helped secure a partnership with Meta (Facebook Gaming).
Worked closely with frontend developers on every feature, ensuring 100% design fidelity and smooth handoffs.
Guided Product Managers and engineers in adopting the design system, and helped hire new designers through case assignments and interviews.
Head of Design
eye4talent
·
Jul 2017 → Jun 2020
Led end-to-end UI/UX design across the SaaS platform and native iOS and Android apps, for a product used by licensed Danish football clubs for scouting and player development.
Designed talent analytics interfaces based on Tableau insights and usage data, supporting user engagement and platform growth.
Led UX workshops and discovery sessions, turning client feedback and user research into prioritized user stories and requirements.
Worked directly with the CEO and CTO to evaluate new business opportunities and technical feasibility, shaping the product roadmap.
Established multi-platform design systems and component libraries, supporting developers hands-on in React and Angular.
Web Designer → Web/Product Designer & Mentor
Group Online
·
Jan 2011 → Jul 2017
Designed wireframes and UI components adopted across 10,000+ client websites, significantly speeding up production cycles.
Bridged production and engineering by translating technical requirements into design decisions, reducing back-and-forth between teams.
Built and maintained a design system of reusable templates and wireframes for client websites, ensuring consistency and speeding up production.
Mentored UI/UX designers and graphic artists through hands-on training, workshops, and internal guidelines, raising design quality across the team.
Skills & Tools
Design Systems
Design Token Architecture (JSON)
Figma Variables
Multi-Market Localization (Arabic RTL)
White-Labeling
Component Libraries
Multi-Platform Systems
UX Research & Strategy
Product Discovery
Usability Testing
User Interviews
Guerrilla Testing
Quantitative Analytics
Feature Specification
User Journeys
Wireframing
Behavioral Design
Product Psychology
Domain & Compliance
Data-Dense UI & Analytics
Mobile-First Data Visualization
Health Tech Compliance
Legal & Regulatory Frameworks
Accessibility (WCAG)
Leadership & Alignment
Technical Mentoring
Workshop Facilitation
Agile Delivery
Cross-Functional Alignment
Stakeholder Management
Presenting
Design & Prototyping
Figma (Variables, Tokens, Libraries)
AI Prototyping
Photoshop
Illustrator
After Effects
Frontend, Data & Handoff
HTML5
CSS3
SASS
React/Angular Support
Design-to-Dev Integration
GitHub
Azure DevOps
Tableau
Big Data Visualization
Product Specs & Documentation