hello@normkit.digital

Normkit is a co-op studio for digital product development and UX/UI design.

We conceive and design digital products, brands, and services. As independent UX/UI design specialists, we work with hidden champions, startup unicorns, and large enterprises. We’re always open to new collaborative projects. Contact us

About us

Digital excellence as a UX/UI advisor, hands-on UX and product designer, or UX and creative lead — working independently, within teams, or as part of an extended team with experienced specialists.

Simon Reif
Simon Reifis freelance UX designer with over ten years of experience in designing digital platforms and services for clients such as ARD, Telekom, and the European Central Bank. He combines data-driven methods, design thinking, and service blueprints to create holistic UX strategies that strengthen conversion and engagement. His work focuses on accessible, scalable, and brand-defining designs, built on clear system logic and emotionally engaging user journeys across the entire customer experience.

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Frank Gruber
Frank Gruber is freelance interface designer and digital art director with many years of experience in developing visual user interfaces and design systems. He creates digital brand experiences for clients across consumer goods, automotive, healthcare, and media. His focus is on functional, accessible, and internationally scalable design that aligns brand identity with user needs — clear, consistent, and scalable across the entire user experience.

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Jacqueline Andermark
Line Andermark is an independent UX designer with experience gained at leading German digital agencies. She designs modular interface concepts for complex SaaS platforms in healthcare, edtech, and mobility. Using methods such as UX audits, journey mapping, and remote testing, she develops data-informed solutions that align business goals with user needs. Her focus is on accessible, well-structured interfaces that sustainably improve user engagement and UX performance metrics.

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Henning Lüdeke
Henning Lüdeke is freelance designer and creative director with many years of experience in developing visual identities, interactive user experiences, and digital communication. For clients across telecommunications, retail, industry, education, and healthcare, he creates creative concepts and clear designs that function as cohesive systems. His approach is analytical, precise, and concept-driven. He thinks brands, experiences, and digital systems holistically, bridging strategy, design, and technology to create compelling brand experiences with long-term impact.

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  • UX design project for ARD Mediathek ARD Mediathek / UX Design
  • UX design project for XING AG XING AG / UX Design
  • UX and UI design for Futuring sustainability platform Futuring / Sustainability / UX & UI Design
  • UX design for MEQO MedTech MEQO / MedTech / UX Design
  • UX design for Autarq solar roof tiles The Heat / Autarq solar roof tiles / UX Design
  • UX design for Juno Bag2Go luggage solution Juno / Bag2Go / UX Design

A selection of our clients

As independent UX specialists, we have worked with great clients—whether hidden champions, SaaS platform heroes, unicorns, or large enterprises. Sometimes through agencies, but preferably in direct collaboration with clients—most often in long-term partnerships.

  • Allianz
  • ARD Online
  • BUDNI
  • Deutsche Bank
  • Deutsche Kinemathek Berlin
  • Deutsche Telekom
  • Deutsche Welle
  • Elbphilharmonie
  • fobizz
  • Hamburg Airport
  • Stadt Hamburg & Hamburg.de
  • Haufe
  • Hawesko
  • Lufthansa
  • LimeSurvey
  • McKinsey
  • MEQO
  • MOIA
  • NEXT Conference
  • NDR
  • news aktuell
  • OTTO
  • Rimowa/BAG2GO
  • Robin Alexander: political journalism
  • Steinway & Sons Europe
  • Saturn und Mediamarkt
  • Sunrise Communications
  • SWR
  • Techniker Krankenkasse
  • TUI Cruises
  • TV Spielfilm
  • VTG
  • XING
  • ZDF

How we work

Analysis and Clear Planning

We analyze the current state of your digital solutions. Where do you stand today, and how does the competitive landscape look? We identify short- and long-term development potential and work together to determine how it can be unlocked.

Concept & Implementation

We optimize existing products and design new SaaS solutions, websites, and apps. From smartwatches to TV interfaces, we consider all screen sizes and their specific use cases across the entire customer journey.

Continuous Development

We value long-term collaboration with our clients. Understanding when your product is successful and which parts of the customer journey should be digitized next is essential to our work. Digital products are living systems that evolve continuously.

Network of Experienced Digital Specialists

Our processes are transparent, direct, and goal-oriented. Depending on the project and its requirements, we collaborate with experienced digital specialists from our network. This flexibility allows us to assemble the best possible team for your project.

Our expertise and services

Strategy & Research

UX Audit & Usability Analysis

Digital products should evolve continuously. We analyze existing products from a user experience expert perspective, create benchmark analyses, and provide a clear overview of where your product stands in the competitive landscape—and how it can be further developed in the short and long term in terms of UX and digitalization.

UX Strategy & UX Vision

For long-term and successful product development, it is essential to understand the direction a product should evolve toward and the long-term goals behind it. We develop a UX-driven product vision and accompanying UX guidelines that ensure a consistent and sustainable user experience across all digital touchpoints.

UX Research

We offer qualitative and quantitative user research to enable informed, user-centered digital product development. This includes planning user tests, creating research guides, conducting user interviews, and evaluating results. Depending on the project, we select the most suitable UX research methodology.

Customer Experience (CX)

To create a holistic customer experience, we analyze the entire user journey—from first interaction to long-term customer retention. Using methods such as customer journey mapping, empathy maps, and service blueprints, we identify pain points and opportunities across all touchpoints. Based on these insights, we develop CX strategies that bring brand values to life and measurably improve the user experience.

Conception & Design

UX Architecture & Design

For the conception of digital products, we rely on established tools such as Figma. Initial schematic wireframes help us define the basic structure. We quickly move toward detailed wireframes that serve as the foundation for clickable prototypes. Conceptually, we have worked on a wide range of projects—from large, content-rich platforms and digital configurators to media libraries, software interfaces, and AI-powered interfaces.

Content Structure

Complex platforms and extensive digital products require a clear and logical information architecture. We analyze existing structures and recommend optimizations focused on simple and efficient user guidance.

Product Design & UI Design

As freelance product designers, we support the creation and further development of design systems. We define elements, components, modules, templates, and their functionality, and develop UX patterns that work consistently across platforms and provide users with confidence and clarity. Through our extensive network of experienced specialists, we can scale UI design capacity as needed.

Branding & Digital Identity

Digital Branding

We develop visual identities, logos, and digital brand experiences that strengthen brand profiles and recognition. Through clear design systems, structured brand logic, and contemporary digital expressions, we create consistent brand experiences across all channels—effective, scalable, and aligned with the needs of modern marketing organizations.

Brand to Digital

We translate existing brand identities into the digital space and extend brand manuals with clear rules for UI design, interaction, and digital brand management. This includes developing additional components, layout principles, color and typography systems, as well as guidelines for responsive behavior and digital applications. The result is a consistent brand experience across all channels, seamlessly aligned with modern digital products and platforms.

AI & Digital Transformation

AI Interfaces

We support companies in developing user-centered interfaces for AI-powered applications. In collaborative workshops, we analyze use cases, define AI maturity levels, and assess value for the user experience. Based on this, we design intuitive interaction models that emphasize transparency, trust, and user control. We conceptualize dialog systems, adaptive interfaces, and feedback mechanisms that make complex AI processes understandable and usable, while addressing ethical considerations, explainability, and consistent human–machine communication.

SMEs & Mid-Sized Businesses

We support mid-sized companies in leveraging digital opportunities strategically and maintaining a sustainable market position. Through strategic consulting, digital roadmaps, and identifying relevant funding opportunities, we help modernize processes, open new customer access points, and secure existing market share. Our approach is pragmatic, business-oriented, and focused on actively expanding digital capabilities.

Workshops, Mentoring & Development

UX Workshops

In ongoing product development, we rely on proven user experience and design thinking methodologies. Together with our clients, we develop ideas, explore solution approaches, and identify the right path forward. Stakeholder requirements, overarching business goals, and the user perspective all find space in our workshops.

UX Mentoring

Sharing our knowledge and fostering enthusiasm for digital product development is close to our hearts. We enjoy collaborating with students on projects and conducting seminars in the field of user experience. For companies, we offer 1:1 mentoring sessions for team members.

Development

Close collaboration with technical development teams is an essential part of delivering high-quality projects. Over the years, we have built a reliable and highly professional network of frontend, backend, and full-stack developers with whom we regularly realize projects. In addition, we work closely with in-house development teams or prepare concepts and functional specifications in detail for external development partners.

Insights