A one-man product consultancy powered by AI agents, helping early-stage startups rapidly discover user insights and validate ideas through AI-powered user interviews, prototype design and user tests.
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SERVICE
I work hands-on with one to two startups at a time, bringing along Hurley, my AI user research agent.
1 TO 2 DAYS PER WEEK
WORKS 24/7
ABOUT
Hey, I’m Mads!
I used to lead product and design at a Y Combinator startup, where I helped the team find product–market fit and scale to $35M GMV and 400,000 users.
During my time there, I interviewed hundreds of users and uncovered insights that helped us build better products.
But the process is slow. Planning, recruiting users, interviewing, analyzing results… it takes a lot of time.
That’s why I built Hurley, a voice-based AI agent that automates and scales the entire user research workflow.
Want to see it in action? Book a demo.
/Mads, Founder of
Mads played a key role as head of product and design in helping GamerPay reach product–market fit and drive 10% month-over-month growth resulting in more than $35 million in GMV.
Mathias Hermansen
CEO, GamerPay (YC S21)
Mads quickly became a trusted partner in helping us get closer to our users and design our product. His advice had a direct impact on our product strategy and roadmap. He led user interviews, designed and tested prototypes, and worked closely with our CTO to ship new features. Highly recommend!
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Eric André
CEO, Kiku
I worked with Mads on the Verisure Watch app. Mads was both the Product Manager and Lead Designer, reporting to me as Global Product Manager. Working with Mads is a real delight! He has a deep technical understanding as well as a background as Designer. I highly recommend Mads.
David Danowsky
Global PM, Verisure
Hurley is a voice-based AI agent that helps startups and product teams automate and scale user interviews.
It’s not meant to replace your existing interviews, instead it's like adding an extra team member who can run unlimited interviews in minutes instead of weeks.
Hurley helps you create interview scripts, interviews user in natural language (available 24/7), and turns each interview into a clear summary with key insights. Learn more about Hurley here.
The main benefits are scale, speed, and quality.
You can spin up as many research agents as you need in minutes, have them run interviews right away, and get the insights delivered in both text and voice summary reports.
The feedback I’ve received so far is that users:
1. Appreciate being able to take the interview right away (or whenever it suits them) instead of scheduling it.
2. Like that the interviews are short (just 5–15 minutes).
3. Find it fun and interesting to talk to an AI.
The best users to interview are from product-led B2B or B2C companies with a (potential) large user base, not sales-led B2B companies that rely on a few high-value customers.
It’s a voice-based interview in natural, human-like conversation. Hurley asks the interview questions you define, and automatically follows up if a user gives a vague answer.
If you want a demo of what it's like, feel free to book a call
Yes, the service includes full access to Hurley (the complete SaaS tool).
I’ll also help you set up the agents, manage them, and analyze the insights they generate for you.
I use a variety of OpenAI models, depending on the task.
All data is stored on Googles servers in Europe!
I’ll work hands-on with you to help you get closer to your users, get better insights, and build a better product.
It typically involves:
- Prototype design.
- User tests and interviews.
- Product strategy and advice.
I will also onboard you to Hurley and help you manage the research agents to speed up your user insights.
I mainly work with companies that want to use Hurley. Since I’m constantly improving the product, I look for partnerships where there’s a natural synergy - where companies actively use Hurley and I can gather feedback to make it even better for them.
I’m based in Copenhagen and work remotely with startups around the world.
If you’re also in Copenhagen, I’m happy to join you in person at your office.
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