Freelance Sr. Product designer based in Amsterdam
Hands-on designer with 18 years of experience scaling complex digital products end-to-end, specializing in AI-integrated workflows and scalable design systems.
What do I bring to your team?
I’m a problem solver at heart, with a strong background in product design, UX/UI, and research.
I've thrived in cross-functional, agile teams bringing structure to design and ensuring that everyone adds value.
I define design requirements by gathering insights from teams, metrics, and user research, using data to drive impactful decisions.
I stay at the forefront of AI advancements, integrating AI tools to enhance creativity, efficiency, and problem-solving in design.
I foster a scalable design culture, using design systems to seamlessly connect designers and developers.
I also coach UX/UI Designers, Product Designers, Service Designers, and UX Researchers.
My latest work
As a Lead Product Designer, I've been fortunate to collaborate with these teams recently.
BetterUp
Collaborating in squads to enhance user experience using Artificial Intelligence and Machine Learning (AI & ML) solutions.
Mendix
Leading product design for a new data hub, collaborating with service designers, UX researchers, and engineers. Developed a design system, applied agile methods, and managed stakeholder alignment to our vision.
Ace & Tate
Providing mentorship in product design, design systems, and UX research. Conducted design reviews and spearheaded projects from ideation to development.
Next to that…
Beyond my design roles, I actively work as a design mentor.
Engaging in 1:1 conversations, I share my experiences, craft personalized growth plans and deliver lectures on key design topics.
Give me a shout if you're looking for someone to…
Untangle complex product logic and scale B2B ecosystems.
Turn messy user flows into clear, high-performing digital experiences.
Drive evidence-based UX research and strategic product discovery
Integrate AI workflows into design processes to boost team efficiency.
Mentor your design team and conduct individual sessions.
Establish agile design operations that bridge PMs, tech, and business goals.
Help with “design chaos” in a team.
Architect robust, scalable design systems for web and mobile.
Craft interactive, high-fidelity prototypes and motion interactions.
Lead end-to-end redesigns.
Design stories
For the past 18 years I have been working in cross disciplinary teams focused in digital product and UX/UI design in areas like web&app, Saas, e-commerce, education and content creation. New cases from my latest assignments coming soon!
Designing confidence into a price-driven market
Leading BandenConcurrent’s end-to-end redesign: clearer entry paths, a transparency-first PDP, and AI support that makes buying tires confident, fast, and fair.
Health monitoring devices commerce
Keep a healthier heart and respiratory system using healthy lifestyle devices.
Cook & save app
Saving and ordering is easier than ever! App design for Unilever.
How do I lead design teams?
My experience leading all sorts of design teams.
More examples?
Here is a list of recent projects where I have worked as UX/UI Designer and Product designer. Many of them are online at the moment so you can take a look directly to the end result.
