Customer Experience Lead / Product Owner2020 — 2025
NORNORM
Owning the customer experience of a circular furnishing service on subscription
Introduction
NORNORM lets businesses subscribe to workplace furniture instead of owning it — extending product lifecycles and cutting environmental impact while letting companies scale their offices up or down.
I joined to define what the customer experience should feel like end to end, then stayed hands-on to build it — from the web-app product to the day-to-day service model.
Vision
A service model built on three tensions
Balancing business needs, user satisfaction and circular principles meant the experience had to work for the company subscribing, the employees using the furniture, and the planet absorbing the impact of how it's made and reused.
Process
Hands-on, sprint by sprint
Research, analysis, prioritization, design and testing ran continuously alongside the product team's agile sprints — customer experience wasn't a phase, it was a standing seat at the table.
Impact
A seamless case for circularity
By making the subscription experience as smooth as ownership, NORNORM strengthened its position as a circular service pioneer — supporting growth, adoption and its sustainability goals at once.
Collaborating
"What makes Ulf stand out is his ability to connect product and communication. He makes sure what we promise customers is reflected in what we actually build. And having worked across so many different products and challenges, he knows which tools to use and how to get things moving."
Emil Steenhouwer, Deputy CEO
About
NORNORM — Customer Experience Lead / Product Owner, 2020 — 2025.
Capabilities
- Product Design
- Service Design
- Sustainability
- AR
- Design Leadership
- Research
- VR
- Agency Direction
Awards
Nordic PropTech Awards 2022 — Winner
Winner in the Space-as-a-Service category, recognising NORNORM's innovative and sustainable subscription model for office furniture.
TECH5 2025 — Nordic Top 5
Named one of the Nordic region's five most impactful tech scale-ups by TNW (The Next Web) and the Financial Times.
The Circular Awards 2024 — Nominee
Nominated for The Circular Awards, recognising companies driving the transition towards a more circular economy.
Next case
Rembi
Product design and experience leadership for a personal health record app