Beliefs

Core
Principles

Clarity before aesthetics

Good design starts with understanding, not visuals.

Before focusing on how something looks, I prioritize clarity in goals, structure, and intent. Visual design becomes stronger when the underlying thinking is clear.

The right problem matters more than the solution

Solving the wrong problem well is still failure.

I focus on defining problems carefully, questioning assumptions, and aligning on what truly needs to be addressed before moving into execution.

Systems over isolated screens

Design should scale beyond individual moments.

I prefer building systems and patterns that support consistency, reuse, and long-term maintainability rather than designing disconnected screens.

Decisions should be explainable

If a decision can’t be explained, it’s probably not strong enough.

I believe good design decisions can be traced back to goals, constraints, and user needs—not taste or trends.

Validation reduces risk

Testing early saves time later.

By validating assumptions before full commitment, design becomes more confident, focused, and resilient to change.

Collaboration is part of the craft

Design doesn’t happen in isolation.

The best outcomes come from open communication, shared ownership, and respectful collaboration across disciplines.

Less, but better

Restraint is a design skill.

I value removing what doesn’t add value, focusing effort on what truly matters, and keeping complexity to a minimum.

What They Say

Testimonials

Working with Jesper changed how our team approached design conversations. Instead of jumping to visuals, we focused on structure and intent first. That clarity made visual decisions easier and stronger, and it saved us from redesigning things later when priorities shifted.
JD helped us realize we were solving the wrong problem entirely. That moment reshaped the project and prevented a lot of wasted effort. Once the real issue was clear, everything that followed felt more focused, effective, and worth building.
What impressed me about Jesper was his ability to think beyond individual screens. By introducing systems early, our product became more consistent and easier to maintain. It gave the team confidence that the design could scale without falling apart.
Working with JD meant every design choice had a reason behind it. That transparency made discussions easier and helped align stakeholders quickly. It also gave the team confidence when defending decisions internally and during implementation.
Jesper pushed us to test assumptions before committing fully, which changed how we approached risk. Catching issues early saved time and prevented expensive changes later. It made the entire process feel more grounded and less stressful.
Collaborating with JD felt genuinely inclusive. He created space for different perspectives while keeping discussions focused. That balance improved trust within the team and led to decisions everyone felt comfortable standing behind.
Jesper consistently helped us simplify without losing substance. By removing what didn’t matter, the product became clearer and easier to use. That restraint improved both the quality of the work and how confidently we could move forward.
Starting Point

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