Founded a design studio working with consumer brands and startups on digital products, Shopify ecosystems, and brand systems. Delivered flagship multi-store rollouts for Icelandic retailers and led end-to-end UX, visual design, and system implementation.

Co-founded a personalized health platform focused on supplements and longevity. Own the end-to-end product vision, from UX and design system to brand strategy and go-to-market. Lead capital raising efforts, marketing direction, and cross-functional project supervision. Designed and shipped the iOS app with onboarding, daily reflections, and personalized recommendations at its core.

Led the redesign of Saga Club loyalty pages and the flight-selection and trip-summary stages of Icelandair's booking experience. Co-built a design system with responsive components and visual specifications, working closely with product and engineering to deliver clear, consistent customer journeys.

Worked on Apple's Worldwide Digital Channel team, contributing to the Apple Premium Partner programme for third-party merchants across 90+ countries. Designed responsive ecommerce components, supported localisation, and created implementation documentation. Collaborated with Marcom, product teams, engineers, and external agencies on design quality and rollout.

Part of a corporate-sponsored UX project with NASA. Led the UI design team on Sano, taking accountability for design direction and execution. Explored new directions for Astrobee, a free-flying robotic system for the ISS, in collaboration with industrial designers. Established concepts and protocols to support astronauts’ mental, physical, and social health, integrating them into potential Astrobee control systems.

Worked within a leading Icelandic creative agency as part of design studies. Assisted with visual design and branding projects, gaining exposure to agency processes and client collaboration.