De AnonymeImmersive installation · Museum Ovartaci
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UX/UI designer/developer · Aarhus, Denmark

Aske Schmidt

The world moves fast, I move with it.

01 · Exhibition project

De Anonyme

Artists without recognition, a dark room, you choose who speaks.

Try it live The code My process Team process
01

The problem

The last room was called Afslutning, which translates to "the ending." Through observation and research at the museum, we kept seeing the same thing happen. People moved through the exhibition and out the door without stopping. The name told them the visit was over, so they treated the room as an exit rather than a destination, and the artists in it went unseen.

That became the question we sat with in the brainstorm phase. How do we make these artists, and this room, something visitors experience instead of something they pass through?

02

Creating curiosity

Our observation pointed to one clear answer. We had to make something visitors could interact with and created curiosity. While staying true to Museum Ovartaci's core values. Confronting the stigma around mental health and giving the artists the recognition they never received.

03

An interactive experience

We designed De Anonyme as an immersive, darkened exit room. When a visitor enters, they meet a touchscreen carousel where they can choose one of the anonymous Art Brut artists. That single choice sets the room in motion. Colored spotlights respond in sync, each artist's colors grounded in their own work and research, while projections fill the space and a voiceover makes the visitor experience that artist's life.

Expo 0:26
Expo 0:41
Darkroom prototype 1:00
Scroll to walk the room
Patrick Larsen
Frits A. F. Strand
Jette Hansen
Marie Heiberg
Ole Norge
De Anonyme · 2026 — scroll through the five artists · click to project
De Anonyme · the five artists
04

Under the surface

Under the surface it runs on vanilla HTML, CSS, and JavaScript, using postMessage and localStorage to keep a two-window projection setup in sync between the touchscreen and the room. We wanted the technology to disappear so the painting is the only thing you notice when the experience starts.

Try the experience The code is on GitHub
05

The rebranding

Renaming the room was part of the fix, not a detail. We changed it from Afslutning, "the ending," to De Anonyme, "the anonymous." The old name closed the door. The new one opens a question: who are they? We wanted the title itself to create curiosity rather than announce that the visit was finished.

We carried that identity beyond the room and designed a physical flyer and a poster, to visualize the rebranding outside the exhibition.

Flyer, front
Flyer, inside
Poster
Scroll to turn the pages
06

How we worked

We used a Double Diamond framework to keep the project structured, moving from Discover and Define into Develop and Deliver, but still being able to iterate in the process. We mapped the visitor journey with experience maps and emotional curves, and built two personas, Sarah and Preben, to keep two very different visitors in mind the whole way through. The research into each artist shaped the light, the sound, and the story, so no part of the room was decoration.

My design process The team's design process
07

What it became

De Anonyme turns the museum's quietest room into the one that asks something of you. It confronts the stigma the museum exists to challenge, and it gives recognition to artists who never got to ask for it. The goal was to make them seen, not walked past.

Next project
02 · WordPress and WooCommerce launch

Adventure­allevegne

Off the screen and out the door.

See the shop live
01

Research and design methods

It started with the data. Screen time and stress keep climbing, for young people and adults alike, so we built the brand around pulling people the other way.

From there we leaned on our research and proven design methods to guide people through the site without pushing them.

Stress plotted against screen time: the more screen time, the more stress STRESS SCREEN TIME
02

The Turplanlægger

Before I designed anything, I looked into how people in this industry actually decide on a trip, and it turns out most of them think about the journey before the location, usually without realising it.

I also dug into how wizards actually perform, and found that people finish a task far more often when it's broken into small steps they can focus on, instead of one big form all at once. The sweet spot was one to four questions. Anything more added friction and people started giving up.

03

Three questions

Through research into how people in this industry think, I built the Turplanlægger. It asks three questions, and they start with how the trip should feel before they ever get to where.

Behind those three questions sits a whole system of categories, products, and attributes, all being filtered as you go. But you never see that. You just see a clean wizard asking three simple things.

Answer them, and it hands you back places you can actually go, with the gear for that trip attached. A whole trip and the products to match, in three questions.

The questions 0:17
Trips that fit 0:12
Gear to match 0:14
04

Testing

We tested the website with a 5-second test and eye tracking. The 5-second test gave us a quick read on whether the design was landing and heading where we wanted.

The eye tracking was the one that really moved things. Our CTA buttons weren't getting noticed, so we gave them a colour that stood out and pulled attention straight to them. On the trips it was different: people's eyes went to the price more than the button, so we removed the button there and turned the price itself into the call to action.

05

Brand and design

We built it on WordPress and kept the whole thing minimalistic, simple, and easy on the eyes. That wasn't just a look. The goal was a user journey so clear you didn't have to think about it.

Less friction, fewer decisions, an easy path from landing on the site to knowing what to do next. A logo, a moodboard, and a style tile kept every page consistent.

06

SEO and content

SEO was a big part of the project. I researched keywords in SEMrush and used People Also Ask and AnswerThePublic to find what people were really searching for, then built the content around the terms we could realistically win and that matched the brand and the Turplanlægger.

To write it all without losing our voice, we built a GPT agent and taught it two things: how to rank in search, and our own tone of voice. So the content scored high in Yoast and still sounded like us.

07

The commercial

A commercial for Instagram and Facebook. Shot indoors, then walked out onto the Camino. Follow the line.

01 The clips, shot indoors
02 A reference image of the Camino
03 Frame one, pulled out of the clip
04 The background built in behind each one
05 Cut together in Premiere Pro
06 The finished ad
08

Store and campaign

The shop runs on WordPress and WooCommerce, with the navigation, cart, and footer built to keep buying simple.

We also went through the full ad process in Meta Business, building and setting up the ads and taking them right up to launch without pushing them live, so we learned exactly how a campaign gets built and run.

09

What it became

By the end, AdventureAllevegne was more than a shop. It's a brand with a real reason behind it, built on data, shaped by testing, and pointed at one thing: get people off the screen and out the door.

See the shop live
The world is moving fast

Move with
the future

UX/UI designer/developer, Aarhus. Multimediadesign at EAAA.

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Aarhus, Denmark · Aske Schmidt · Globe turns as you do