Hærvejen is one of Denmark’s most iconic hiking routes. Together with the Hærvejen partnership, we developed a digital strategy that transforms the experience from simply navigating a route into a connected journey before, during, and after the hike.

My role was to lead the UX direction - from strategic consulting and user research to information architecture, content strategy, and interaction design. I helped define the digital ecosystem across the website and app, introducing concepts such as personalised route planning, digital passports, gamification, and contextual content to strengthen engagement throughout the journey.

The website and app were continuously validated through iterative usability testing and on-site field testing with hikers, ensuring the experience was shaped by real user behaviour and needs in both planning and real-world hiking contexts.