Aftenposten Commercial — Better UX, higher ad revenue

Working within Aftenposten's commercial division, I tackled a fundamental tension: readers were frustrated by too many ads, but the business depended on ad revenue. Through design I reduced visible ad slots by 75% while increasing profitability per ad by at least 400% — proving that better UX and commercial performance aren't in conflict.

I also redesigned the classified sections for real estate and jobs, and conceived the obituaries section from scratch, which became the most visited section of the newspaper and generated €4M per year through third-party partnerships.