Making sense.
Making things.
I'm interested in people, the systems they live inside, and how software gets built around both.
I came to software from anthropology. The question I keep asking is the same one I started with: how does this work for the people inside it?
I keep a large corporate group and a small software team understanding each other well enough to build the right things.
The work in practice
Turning the phone in a seller's pocket into a tag scanner
- Context
- We build the software sellers use to sell clothing. Much of that selling happens in showrooms, with the whole collection on hangers. Seller and customer walk the room together and pick the pieces the customer wants. Then they work through them one by one. Sellers piled the clothes on the floor, kept a dedicated rack, or tagged the pieces of interest. Then they read each product ID off the tag, typed it into the system, found the item, chose sizes and quantities, and added it to the basket. That took two to three minutes per item. For a medium-sized order of 20 items, it could take an hour: an hour in which the seller wasn't selling but juggling repetitive data entry.
- My contribution
I saw the problem by watching how sellers actually worked, and saw that the tag already on the garment could identify it. A dedicated barcode scanner would have meant upfront hardware cost and one more thing to carry and charge, but sellers already had cameras in their phones. I found an app that turned a phone into a barcode reader and filled in the search field, and we demoed it. Sellers loved it, but setup (installing an app, pairing over Bluetooth) meant only the tech-savvy would use it. So I pushed for a proper version: scanned items now go straight into the basket, and the seller only adds sizes and quantities. When I then watched it in use, I saw that the scanning engine struggled with real showroom conditions: worn tags, glare, strong lighting and awkward angles. Adoption was slower than it should have been. I pushed to find a better engine and led the switch.
- What changed
- Time per item dropped from two to three minutes to about one, so a 20-item order takes around 20 minutes instead of an hour. With the better engine, thousands of scans are made every month, saving tens of thousands of minutes in total. What I'd take from it: a prototype that works in ideal conditions isn't the same as a feature that works in a showroom. It was only by watching it used in the room that I found what to fix.
Looking past a feature request: from scanning tags to checking a rack against stock
- Context
- The barcode scanner was such a success that people who weren't sellers began adapting it to their own processes. That led to a feature request: when a scanned item has no stock, let it be added to the basket anyway, instead of rejecting it. Taken literally, that would have been a regression for most users, and I suspected it wouldn't fully serve the person who asked either.
- My contribution
I tracked down the original requester and asked how they actually used the system. They were checking the rack in the showroom: removing items no longer in stock and adding ones that were. To do it, they started a selling flow just to get at the scanner, put every item on the rack in the basket and submitted the order. Then they intercepted that order in their internal system, exported it to a spreadsheet and compared it by hand to stock numbers, to work out how to change the rack. I knew there had to be a better way, so I built a prototype on the building blocks of the scanner: a separate tool where users scan the items on a rack, get a list, set comparison rules (for example, more than 10 in stock, or discounted by at least a given percentage) and run an automatic check against stock. Users didn't yet trust the system not to make mistakes, and wanted a spreadsheet to check by hand. So I added a spreadsheet export, which I thought might be useful in contexts I couldn't yet foresee. I also let them upload stock details as a spreadsheet and see the automatic comparison in our system. That gave them a way to verify the system for themselves. I stayed with them through testing, took in their feedback, adjusted, and built the final version.
- What changed
- Over time, users trusted the built-in comparison and stopped generating and uploading spreadsheets. The requester told us the process used to take one person three full days, and now takes a couple of hours, from a few days of my work. What I'd take from it: the request pointed at a symptom, and the work was in understanding the need behind it, and in building trust in the new way of working alongside the product.
Building a ticketing process around how a customer's IT department actually works
- Context
- When our B2B sales solution first launched, bug reports reached us in emails, instant messages and attachments. Feature requests arrived as long documents with unclear scope, and without the context from our customer's IT department that explained why they were needed. Handling all of it took a long time on both sides. Ideas got lost, things fell through the cracks, misunderstandings were common, and work took many times longer than it should have. Bugs, chores and feature requests often arrived mixed together in the same email or document.
- My contribution
I made it my mission to let people focus on solving problems instead of juggling documents and emails. I started by talking to our contact in the customer's IT department, and together we defined the kinds of requests they send us: bugs, chores and feature requests. Then I talked to the people handling the requests at the time. We found that steps to reproduce, where exactly it happened, which users and workspaces were involved, and screenshots or screen recordings would cut triage time. I added two things: what the user is actually trying to do, and the outcome they want (especially for feature requests), and the name of the original requester, because triage had become a game of telephone up and down the support chain. I set up an online form for each type of case. The spreadsheet it produced quickly became our main issue tracker, and when it had proven itself and started to grow, I asked for help moving to a better tool. We prefer lightweight, self-hosted solutions, so we landed on a NocoDB instance that we still use.
Along the way we learned two things. A requester may see something as a bug while we internally see it as a feature or a chore. Often "the system doesn't work" is actually the software working as intended. So correcting the type of request became an integral step of triage. And a priority or severity scale didn't work: requesters only used the top two levels. After several attempts to tweak it, I realised a quantitative scale wasn't what we needed, and we added a qualitative field asking about the impact on the business. That helped us prioritise.
- What changed
- The system became the backbone of our collaboration with our customer's IT department. We can track tickets, link the work done to them, and keep a repository of ideas and requests that aren't in the backlog right now. Users can trust that their requests aren't lost, and the team can pick up past work more easily. What I take from it: a ticketing system has to reflect the needs and perspectives of the people who use it, and one size doesn't fit all. I still believe in starting with the simplest solution as a proof of concept, building something sturdier only once the process is proven, and then keeping it lean. What we still need to do better is remove what we built and no longer use. Our NocoDB instance has things that only add clutter. I owned the system, but I have many other things on my plate now and never formally handed it over. Maybe it's time.
From anthropology
into software
I studied Techno-Anthropology at Aalborg University. I still think about technology as something people build, interpret, adapt and live with, and that shapes how I approach every project.
Career so far
Since January 2026, I've been Managing Director of Kollekt, DK Company's B2B fashion and wholesale platform. I lead company operations, budget, roadmap, hiring and culture, and report to the board. My work connects group priorities, the needs of the people using the platform and what our software team can sustainably deliver.
Before that, I was Director of Product and Operations at Kollekt during 2025, following three years as a Product Owner and User Researcher from January 2022 to December 2024. That progression took me from studying how people worked to shaping product decisions and the organisation delivering them. I helped move discovery closer to users, protect time for technical-debt work and separate stability work from new projects.
At Milestone Systems, where I worked as a Regional Marketing Associate from August 2019 to July 2021, I supported regional marketing across EMEA. When in-person events stopped during the pandemic, I initiated a webinar programme and built a feedback loop to improve the sessions and their promotional materials.
Education and languages
I hold an MSc in Techno-Anthropology from Aalborg University (2019–2021) and a BSc in Market and Management Anthropology from the University of Southern Denmark (2016–2019).
I work in English, Hungarian and Greek at native level, and Danish at professional working proficiency.
What I can bring to a project
User research, product strategy and roadmapping, clear scope and trade-offs, operational leadership, and practical AI-assisted development. I care about building tools that solve the actual problem and remain maintainable after the first release.