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 full flight booking engine flow. Co-built a new design system for all digital projects, shaping IA, tokens, and responsive component libraries used across the airline’s ecosystem. Worked cross-functionally with product and engineering to ship faster, clearer experiences for millions of travelers.

Designed eCommerce experiences for Apple’s global online store, serving 90+ markets. Worked on complex purchase flows across products and regions, balancing simplicity with strict legal, localization, and accessibility requirements. Owned UX flows, interaction details, and system patterns, producing redlines and documentation that scaled across teams. Partnered with Marcom, PMs, and engineers to ship polished, consistent journeys that matched Apple’s standard for clarity and craft.

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.

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