Independent digital practice
Websites, experiences and intelligent systems designed to be beautiful, accessible, discoverable and genuinely useful.
I’m Gabi Norrman. I work across design, code, accessibility, search and AI. The discipline changes with the problem; the goal doesn’t: make the digital experience work better.
01 · Frontend & accessibility
7/7 sampled pages audited. Zero axe violations in the final Production run. Identified failures fixed and retested.
Scoped accessibility evidence, not a blanket WCAG-conformance claim.
Read the accessibility evidence →02 · AI systems & product engineering
A real internal operating system: canonical state, bounded Task Envelopes, durable knowledge, authenticated shared context and execution evidence reconciled within human permission boundaries.
Verified v1 architecture and implementation acceptance. Under active development; not every component is deployed or live.
Read the AI systems evidence →Selected work
Website strategy · design · frontend · CMS
A complete website rebuild for a Swedish food and hospitality entrepreneur, bringing several ventures into one clearer editorial system with an accessible frontend and Sanity-managed content.
Read case study: Anders NorrmanFounder project · brand · product UX · frontend · content
An independent founder project for a Swedish micro bakery in Port Melbourne — combining brand, multilingual UX, the Swedish baking calendar, editorial content and a responsive frontend. Accessibility remediation has passed locally; final Production retesting and screen-reader acceptance remain open.
Read case study: Bröd by the BayAI systems · Internal product
A personal AI operating system for controlled, evidence-led work across assistants — with one canonical state, bounded task envelopes, structured execution receipts and human permission boundaries.
Read case study: Gabi OSAccessibility tooling · product engineering
An internal evidence system that separates automated checks, deterministic browser evidence and genuine human acceptance, then carries failures through remediation and retest without turning partial evidence into a conformance claim.
Read case study: Accessibility Evidence EngineSomething that looks like a website problem can turn out to be a content problem, an accessibility problem, a search problem, a workflow problem — or several at once. I follow the problem rather than stopping at the edge of a job title.
Connected capabilities
The work can cross several disciplines. These capabilities support one goal: a digital experience that works better.
01
Clear content, thoughtful interactions and responsive websites built around the people using them.
02
Hierarchy, content and implementation that put access at the centre, with scoped audits and remediation.
03
Content structure and technical foundations that help people find and understand what you offer.
04
Practical ways to reduce repetitive work, with sensible human review.
05
Connecting the website with the workflows, knowledge and tools around it.
How I work
I can follow a problem across design, development, content, search, accessibility and AI. When the work crosses a discipline boundary, the thinking stays connected.
Find the people, constraints and problem behind the brief.
Clarify what matters and remove unnecessary friction.
Shape the content, hierarchy and interactions together.
Carry the decisions into a working digital experience.
Test, investigate and refine with evidence.
Ideas
Field notes on the digital experiences and systems I’d make better.
Field note
A small business might have a website, an inbox, forms, spreadsheets and a booking tool. Customers experience the connections between them, even when the business manages each one separately.
A clear form can still lead to a confusing experience if its reply gets lost in an inbox. Before changing the page, I’d trace what happens next: who receives the request, where the information goes and what the customer is waiting for. Improving the website sometimes means fixing the system around it.
Field note
Accessibility shapes hierarchy, interaction, content and implementation. It belongs in the first decisions about an experience, alongside what it should say and how it should feel.
Can the heading describe the section without its image? Does the keyboard journey make sense? What happens when text needs more space? These questions can change the design while it is still easy to change. Audits help find gaps, but a compliance pass at the end cannot replace that thinking.
A few things I’ve shipped, published or been exploring.
Shipped
Reframed the practice around whole-problem digital work — connecting design, accessibility, search, AI and systems.
Published
Exploring
A small-business website experiment that removes the CMS from everyday updates.
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Tell me what isn’t working and what you’d like to change.
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