Envision, create, and build engagement between digital products and human behaviours.

Identity & passion

I'm a seasoned design leader with a decade of experience in transforming complex services into intuitive, human-centered solutions. I leverage my expertise in team management, project management, design strategy, UX design, and service design to not only craft seamless customer experiences but also deliver measurable and impactful business results.

Career path

I've evolved from a passionate craft maker shaping products to a design leader shaping strategy. This unique journey allows me to bridge the gap between high-level vision and on-the-ground execution, using deep behavioral insights to drive meaningful, human-centered innovation across both B2B and B2C landscapes.

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Approach

I believe in building innovation through empathy and cross-functional collaboration. My process begins with deeply understanding customer needs and translating them into a shared vision with stakeholders. I then collaborate closely with development teams to transform those insights into tangible solutions that deliver measurable user value and business success.

Impact

Kramp.com: Led the UX design strategy and execution for the e-commerce website’s search experience, boosting search traffic by 6% and customer satisfaction by 39% in six months.

DEGIRO: Established DesignOps in a scale-up company to standardize practices and improve the design team’s delivery efficiency by 30%. My work included workflow optimization, building a design system, and creating UX copywriting guidelines.

ABN AMRO: Reduced retail customer transaction errors by 20% by designing and implementing an IBAN check feature. This initiative directly helped the business achieve its goals of lowering customer service costs and reducing the number of complaints.

Royal Dutch Airlines (KLM): Optimized employee experience in Engineering & Maintenance department by implementing a digital reporting solution for a compliance project.

ING Neo: Supported B2B fintech startups in the ESG domain to build intuitive design solutions.

PwC Academy: Coached business consultants on Design Thinking and Quantitative Persona Building in multiple sessions in 2016 and 2017.