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

Identity & passion

I'm a seasoned design leader based in Amsterdam, 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 enables me to bridge the gap between high-level vision and on-the-ground execution, leveraging deep behavioral insights to drive meaningful, human-centered innovation across B2B, B2E and B2C landscapes, including geographically distributed, diverse, and virtual contexts.

More details

Approach

I believe in designing innovation through empathy and cross-functional collaboration. My process begins with deeply understanding customer needs and translating them into a shared vision with stakeholders. 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 DesignOps, which includes a design system, and creating UX copywriting guidelines. The enhancement made the complex investment platform more accessible and user-friendly for 1.8 million European users, while also establishing a scalable foundation for future growth.

ABN AMRO: Reduced retail customer transaction errors by 20% by designing and implementing an IBAN check feature for ABN AMRO’s five million customers. My design process and solutions delivered substantial business impact by reducing operational costs and liability, enabling proactive fraud mitigation, and improving customer engagement.

Royal Dutch Airlines (KLM): Minimizing regulatory risk exposure for the company and fundamentally streamlining compliant reporting workflows, enhancing collaboration efficiency in the Engineering & Maintenance department by implementing a digital solution.

ING Netherlands: Led the research, design and validation phase for an AI-driven concept with fully remote teams in Singapore and the Philippines, delivering outcomes that were significant enough to influence ING's broader ESG business strategy and redefine the implementation direction for its future ESG initiatives within the company.

PwC Netherlands: I led the end-to-end user experience design process for multiple complex client digital transformation projects, ranging from co-creating novel strategic business models with clients to designing and executing rigorous experimentation and concept validation to de-risk investments and ensure product-market fit.

Speaking and mentoring

My passion for design does not lie solely in practitioner work and making nice visualizations, but also in the thinking behind my work. I love sharing my knowledge, experience, and stories about my life as an expat and career path as a seasoned design professional.

PwC Advisory University in South Africa:
Design Thinking and Quantitative Persona course

Ladies in UX in Amsterdam:
UX designer’s role in digital transformation projects

UX meetup in Amsterdam:
Design for B2E experience in KLM

Design sprint facilitation in Amsterdam:
ABN AMRO’s mobile banking app redesign