Kind words

Creative Director at Novozymes

Sóley is an amazing UI/UX designer, together we created the new novozymes.com which was the first flagship piece from our new brand. Sóley was instrumental in the activation of our new brand, lifting the project and bringing a consistently high level of design. Sóley is a great asset to any team and a very positive person, I couldn’t recommend her more highly.

Adriana Velic

Head of Service Excellence & Transformation at Novozymes

Over the past 8 months I have had the pleasure of being Soley’s manager and seeing her grow and develop as a professional UX/UI designer. Soley joined the Design team in 2020 and has been instrumental in structuring our design component library and upgrading it with smarter ways of creating and reusing components. She also played a key role in spreading the design principles to developers and new comers securing their buy-in and collaboration. Soley is passionate about UX/UI design and that passion translates into a high investment into her projects. She is a team player, eager to learn and up for new challenges - above all she is a reliable colleague.

Jesper Frederiksen

Head of Global Brand & Positioning at Novozymes

We have had the pleasure of working with Sóley for a large project. Sóley is an energetic and very competent designer. It didn't take long for us to consider her part of our team and we all enjoyed our collaboration with her. I can highly recommend Sóley if you are looking for someone to move your project forward at great speed but still with a lot of attention to detail!

Daniel Sahlin

Digital Lead at Novozymes

Soley has, while employed as a student assistant and without prior experience with a complicated domain, created a user interface which solves complex tasks in ways that speaks the language of the end-users and is received as highly intuitive and easy to work with. Soley has been the lead designer from start to finish and has been responsible for creating the design through iterations with users and user testing sessions and has been a sparring partner for the development team during the execution of the project.

My mindset

When I tell people what I do, the most common response I get is: “Ooh, so you make things look pretty?” Now, while that’s not entirely wrong, it’s definitely not entirely true either.

Design is never just about aesthetics. That’s art’s job. Design, however, always plays a part in reaching a specific goal. Making a product look aesthetically pleasing can make it more interesting to the user in one way or another, but if it loses its function because of it, it also loses its value.

I use my visual design skills as a tool to help my clients deliver their offerings to their users effectively. I do that by organising and enhancing my clients' content and communication in a way that feels effortless to their audience. The most critical part of that work is conducting thorough user research and iterative user testing to ensure value creation.

My personal planners

Every year, I make my own personal planners that I use to organize just about everything in my life. I used to purchase them from online stores that allowed me to personlize mostly pre-designed planners, but today, I make them 100% from scratch.

Physical planners of this sort are considered by many to be quite old-school today, but I enjoy having a valid excuse to look away from the screen throughout my day. The planner is also the place where I organize my thoughts, and I prefer doing that through hand-written words.

When: 2022-2023

Software I used: Adobe InDesign, Adobe Photoshop, Figma, Adobe Illustrator

Plant Jammer rebranding

Plant Jammer is a recipe-generating app; the users select ingredients and AI technology creates recipes based on their choices. Using the app can help diminish food waste and allow for more creativity in the kitchen.

The visuals below were designed in collaboration with another designer.

The App Store screenshots were designed by me, but they led to 13,6% increase in downloads, according to A/B testing we conducted.

I created most of the illustrations below for the Plant Jammer's website, which was live for several months. However, after I quit working there, they changed their branding again (they went from B2C to B2B) and then later closed down the company.

When: 2020

Software I used: Figma, Adobe Illustrator, Adobe Photoshop

Plant Jammer brand enhancement

Plant Jammer is a recipe-generating app; the users select ingredients and AI technology creates recipes based on their choices. Using the app can help diminish food waste and allow for more creativity in the kitchen.

Plant Jammer was the first company in which I worked as a digital designer, and for a while I was the only designer in the company. This was immensely challenging, not only due to the fact that I had no one to tutor me, but my first projects were also to redesign their app's most important feature and their new logo. I, therefore, had a lot of responsibility on my shoulders very early on in my career, which strengthened me and often forced me to stand up for myself.

‍When: 2019

Software I used: Adobe Illustrator, Adobe Indesign, Adobe Photoshop

KEA portfolio

At the end of my 1st semester on the Design, Business and Technology program at Københavns Erhvervsakademi, I was required to collect all the projects I had worked on thus far in a personal portfolio.

The projects presented in the portfolio were all made in collaboration with other students on the program and some in collaboration with the companies represented.

When: 2018
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Software I used: Adobe InDesign, Adobe Photoshop, SketchUp

The Flip cloth

I got the idea for the Flip cloth in 2015, but I had been working part-time in cleaning for a few years. The cloth worked so well for my colleagues and I at work that I decided to get a design patent issued for it in Iceland. Since then, I had always wanted to take it a step further to see if it really had some market potential, but never got to it due to my travels and studies.

Fast-forward to 2020, my team and I at the Innovation and Entrepreneurship pBA program at Copenhagen Business Academy needed an idea for our 1st semester project. After investigating its potential through both quantitative and qualitative data, we presented it using the slides below.

Please note that this is not the full slide deck.

When: 2020

Software I used: Figma, Adobe Illustrator, Adobe Dimension

BakeTwister

BakeTwister was an app that was created by the company in which I worked, Plant Jammer, in collaboration with the international food manufacturer, Dr. Oetker.

BakeTwister was intended to be the baking version of the Plant Jammer app, where users pick the ingredients and the app generates a recipe for them. I was given the task to design the brand identity of BakeTwister.

I decided to write about the process for my final project on the Design, Technology and Business program (AP) at Københavns Erhvervsakademi (KEA). The visuals below are a collection of elements from that project.

When: 2019-2020

Software I used: Figma, Adobe InDesign, Adobe Illustrator, Adobe Photoshop

Mr. Bubbles

These are two slides from a project from my 1st semester on the Innovation and Entrepreneurship program at Copenhagen Business Academy.

The product idea my team and I came up with was completely hypothetical and quite unrealistic, but the main point of the project was to understand the academic framework we were studying at the time. I did enjoy the visuals I created for the concept though, so I decided to include them here.

When: 2020

Software I used: Figma, Adobe Illustrator, Adobe Photoshop