Novorésumé
Building beyond the resume
Led discovery and delivery for Job Tracker, owned product direction for Novocareer, and helped bring AI into application workflows as expectations around career products changed.
Read case study01 FREDERIK SMAL · PRODUCT & DESIGN
I turn messy problems into clear products.
I work across product strategy, UX and delivery, with a background that moved from hands-on design to product ownership and innovation leadership. I'm at my best when the problem is ambiguous, the product is complex, and a team needs a clear way forward.
02 SELECTED WORK
A few projects that show how I think.
Across product direction, UX and delivery.
Shopbox
Unifying a fragmented POS ecosystem
Redesigned the POS and back-office experience, established a shared design framework, and later moved into product leadership while working with a distributed development team.
Read case study03 APPROACH
From ambiguity to something people can use.
I tend to move between three levels of the product rather than treating strategy, design and delivery as separate jobs.
01
Frame
Find the problem worth solving.
Research, data, stakeholder input and technical constraints rarely arrive neatly packaged. I turn scattered signals into a clear problem, priorities and a scope a team can act on.
02
Design
Make complexity understandable.
My background is in UX, so I stay close to information architecture, flows, interactions and interface decisions. I use design to test product thinking, not simply decorate it afterwards.
03
Ship
Turn decisions into a real product.
I work closely with engineering from requirements and trade-offs through QA, release and iteration. The goal is not a perfect specification. It is shared understanding and a product that actually gets shipped.
04 STILL MAKING THINGS
Small independent products and experiments.
Independent projects keep me close to the entire process: spotting a problem, shaping the idea, designing the experience and getting something real into people's hands.
Personal product experiment
GymBro
A gym tracker built around the information I actually want while training: previous performance, progression, suggested load and as little interface friction as possible.
Read case study →
Web · Local SEO · Family project
ServisKotlovBB.sk
A website built to help my father launch a new gas-service business and land his first customers through local search.
Read case study →
UX/UI
Viggo
Selected UX and interface improvements across onboarding, booking communication and post-ride experiences for a Copenhagen mobility product.
Read case study →
Brand & packaging
Malinna
Logo, visual identity and packaging system for a family-owned natural cosmetics brand, built from the ground up.
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Brand & communication
Glen
Logo, visual identity and a communication system for a non-profit education network in Slovakia.
Read case study →
Web · SEO · Brand
Krajčírstvo Aťa
The first website I ever built, for my mother's tailoring business, rebuilt with AI and still ranking first in local search.
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Product design · Family project
TV Stand
A TV stand co-designed with my father and built by him as a full-scale wooden prototype.
Read case study →More projects coming soon
05 EXPERIENCE
Experience
2025—now
Independent
Product, design & independent projects
Selected product and UX work alongside independent digital projects and my separate visual-art practice.
2022—2025
Novorésumé
Head of Innovation · Product Owner · UX Designer
Progressed from UX Designer to Product Owner and Head of Innovation, leading new-product discovery and delivery across Job Tracker, Novocareer and AI-assisted career workflows.
View case study2019—2022
Independent
Design, digital projects & studio practice
Worked across selected digital projects while developing an independent creative practice.
2016—2019
Shopbox
Lead Product Manager · UX/UI Designer
Joined to redesign the core POS ecosystem and later moved into product leadership, working across UX, information architecture, product direction and distributed delivery.
View case studyEarlier experience, education and full history are available in my résumé. Download résumé
06 ABOUT
Product person. Still a designer.
I started in UX, moved into product ownership and later innovation leadership, but I never stopped caring about the actual interface.
That combination shapes how I work. I can zoom out into product direction, then back into a user flow, prototype, requirement or interaction when the work needs it.
I like small, capable teams, direct communication and problems without obvious answers. I tend to simplify before adding, and I care about making decisions explicit enough that everyone can move.
Outside digital products, I make paintings, drawings and installations in Copenhagen, and get on the motorbike for long-distance touring whenever I can.
07 ART
I make other things too.
Outside digital work, I maintain a visual art practice across drawing, painting and installation. It is a separate body of work, but it comes from the same habit of observing closely, reducing things to what matters and making ideas tangible.
Explore my art
frederiksmal.com
08 CONTACT
Have something worth building?
I'm interested in senior product, product design and hybrid leadership roles, as well as selected collaborations.
frederik.smal@gmail.com
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Copenhagen, Denmark