Product Designer

Turning user insight into product decisions that work

I work best at the intersection of research and design, running studies, facilitating workshops, and translating findings into experiences people actually use. Currently building Charlz at Axoft.

CurrentlyUX Designer & Product Owner @ Axoft
Based inNetherlands

Selected work

Charlz dashboard shown on an iMac
Product DesignBrand DesignUX Research

Charlz — building a product's brand and platform from scratch

Took an internal IT license portal with no identity of its own and grew it into Charlz, complete with its own brand, a redesigned product, and a team that has real ownership over it.

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Stack of cards from the card sorting exercise
UX ResearchFacilitation Design

Facilitating non-designers within organizations

A thesis exploring what actually makes co-creative workshops work for people outside of design, built on interviews with six practicing facilitators and a live workshop testing what happens when it goes wrong.

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Laptop showing the Skopei application customiser
UX ResearchUX DesignPrototyping

Skopei — helping two very different audiences find their way

Untangled a website trying to speak to customers and providers with the same pages and language. Research led to a redesign that splits the site by audience and makes the product something users can build and try themselves.

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Person holding a phone showing the Adidas Fitting Room prototype outdoors
UX ResearchConcept DesignPrototyping

Adidas — helping shoppers order the right size, the first time

Redesigned the product discovery experience on adidas.co.uk to tackle sizing-driven returns among 16–22 year old shoppers. Landed on a personalized fitting room concept, shaped by research and validated through testing with the target group.

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About

Annichen Sofie

UX designer and researcher with 7+ years of experience turning user insight into product decisions. I work best at the intersection of research and design, running studies, facilitating workshops, and translating findings into experiences that actually work for people.

I studied User Experience Design in the Netherlands and IT Product Design in Denmark, and I've since worked across agencies, startups, and in-house product teams, most recently building Charlz at Axoft from the ground up. Norwegian is my native language, and I work comfortably in English and Dutch too.