Vild Mad · MAD (Noma), 2018
Product: App and Website
Project at Supertusch
Client: MAD (global nonprofit based in CPH)
Role: User Research, UX-Design
– Led foundational user research and UX design
– Defined IA and product functionality for app + website
– Co-created with field experts to bridge nature, education, and tech
– Supported implementation and content coordination
– App featured by Apple in the Food category (2018)Vild Mad is a national foraging initiative from Denmark, founded by chef René Redzepi and the MAD organization. It aims to reconnect people with nature by teaching them how to identify, harvest, and cook wild ingredients found across Danish landscapes. It empowers individuals to engage with biodiversity and develop a deeper appreciation for the natural world.
Process
The MAD organization approached us with a vision: to help people reconnect with nature by teaching them how to identify, harvest, and cook wild ingredients. They brought deep expertise in foraging, and our first challenge was to understand this world through their eyes.
Field work
We began by learning from experts and joining them in the field discovering the magic of seeing nature as a pantry full of wild ingredients. Our goal was to make this deep, often complex knowledge feel accessible and engaging for a broad audience, especially newcomers to foraging.
User Research & early prototyping
Through interviews and prototype testing, we explored how people search for, learn about, and remember edible plants. This helped us shape intuitive ways of presenting information.
Co-creating through workshops
In close collaboration with MAD and their rangers, we continuously iterated through workshops and co-design sessions, ensuring the experience was grounded in both expertise and user needs.
The Final Concept
We developed an app and web concept that helps users find plants currently in season, learn where to spot them, and understand the signs to look for - and most importantly, how to bring that experience into a culinary experience.
Defining the product’s core experience
Based on research insights, I laid out the final information architecture and defined the core functionality of the product with a focus on balancing expert content with best usability practices. During the process, all content was written and developed custom for the VILD MAD universe.
Supporting Implementation & Testing
I led UX feedback loops with developers, helped troubleshoot UI handovers, and coordinated content uploads to ensure everything aligned with the original vision and concept.
Reflections
Working on VILD MAD taught me how to translate rich, expert knowledge into a simple, approachable user experience. It taught me the power of co-creating with specialists to build something truly rooted in context. The project is still live and continues to support foraging education across Denmark 🌲