Markus Hofmann
Markus Hofmann 20+ years of Product + UX Experience

Powerful products are hard to build. Simple ones are even harder.

Over time, products stop feeling obvious, users hesitate, onboarding drags, and simple things need explanation.

If something important in your product isn't working but you can't quite put your finger on it, I fix it.

Fix one thing ... Let’s fix or improve one issue this week. No big process.

Sounds familiar?

Features that seemed important don't move key metrics

Users need explanations for things that should feel obvious

The product feels heavier over time instead of clearer

Teams execute well, but results lag behind effort

Users don't reach the "aha" moment fast enough

Support questions repeat the same misunderstandings

Small changes create unexpected side effects

Roadmap discussions circle around opinions, not evidence

Pragmatic changes you can ship fast

Clear changes that remove friction and reduce risk.

Find the real reason it's not working
Not symptoms. The underlying cause of hesitation, drop-offs, or confusion.

Simplify what got too heavy
Steps removed. Screens merged. Decisions reduced.

Fix a failing feature
Concrete improvements you can implement immediately.

Make complex workflows feel obvious
Especially for expert users and high-consequence tasks.

Annotated feedback
Clear notes on what's confusing and what to adjust.

Decide what to remove
Kill or delay what doesn't earn its complexity.

100% individual deliverables shaped around your product, not a fixed package!

Pragmatic deliverables examples

Example outcomes

Typical results from complex B2B products and high-stakes workflows.

Reduce onboarding drop-off by 20–40% in a data-heavy dashboard in financial and analytics platforms

Cut a 9-step workflow to 5 steps without losing functionality in a configuration tool in industrial manufacturing software

Reduce repeated support tickets by 70% for a reporting feature in B2B compliance SaaS

Prevent costly post-launch fixes in a new workflow in analytics data systems

Remove a costly low-value feature and reduce maintenance overhead in a mature SaaS product in B2B workflow automation

Reduce input errors by 25–50% and eliminate formal training in a specialist control dashboard in energy and HVAC systems

This is not for everyone

I deliberately work with a narrow set of founders. Here's how to know if this is right for you.

This works best if you:

  • Your product is complex, not just pretty
  • Your users might be few, but high-value
  • Decisions are expensive to get wrong
  • You cannot safely ‘just test and see’
  • You want simplicity, not more features

This is probably not a fit if you:

  • You mainly want UI polish
  • You want a marketing website
  • You want growth experiments and A/B tests
  • You want someone to execute without pushback
  • You are shopping purely on lowest price

Trusted by teams who care about getting it right

From early-stage products to established platforms, across UX, product, and internal execution. Worldwide.

Clear passion for design, big-picture approach, and proactive championing of practical usability. All add tremendous value to any project, from ideation through delivery.

Tom Enger
Global Editorial Director, S&P Global Platts

I really value his experience in design thinking as well as customer centricity and business mindset. Markus is never afraid to challenge the status quo and is always objective and outcome-driven.

Andy Leong
VP Product Management, GIC

I worked with Markus when he was with a digital consultancy that my firm had engaged for a large & strategic CRM project. His passion, dedication, and understanding of design was obvious and he went above and beyond what a typical consultant would do - it wasn't just a job to him. He thought several layers deep about the how and why of design, and applied an owners mindset not just over the design process, but over the entire product itself.

Aaron Lim
Project Responsible, GIC

Flexible engagement, no long-term lock-in

Start with one focused goal. Keep it simple. No lock-in.

Monthly Retainer

10–60 hrs/month of ongoing guidance, strategy, critical deliveries, and regular leadership touchpoints.

Project-Based

Fixed scope engagements (e.g., UX analysis, redesign onboarding, create design system) with research, prototypes, and implementation specs.

Frequently asked questions

Most clients get value from the first conversations already and see tangible improvements within 30 days.

Both. We tailor the engagement to your needs. I provide strategic direction and executive-level decision-guidance, plus hands-on delivery: audits, prototypes, design system work, and critical UX improvements. I also mentor your in-house team so capability builds internally.

We agree early on what “better” means and which signals matter. Then we track real-world improvement: fewer misunderstandings, clearer flows, less support-tickets, stronger results.

I can work directly with the founder or hands-on with the team. Early on, founder-first work often keeps things calm and focused, later the focus might shift to the team.

The design systems, processes, playbooks, and capability I built stay with your team permanently. Many clients transition to a permanent hire using the foundation I've established, or continue with a lighter-touch retainer for ongoing strategic guidance.

Let's fix one important thing this week.

If something feels unclear, heavy, or risky, we'll make it simpler and safer.

Fix one important thing this week ...