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.
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.
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.
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.
How do I lead design teams?
My experience leading all sorts of design teams.
Cook & save app
Saving and ordering is easier than ever! App design for Unilever.
Branded eCommerce
Bringing a design approach where user centric principles meet brand strategy.
MS Mode
The first online destination for curvy ladies.
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.
Give me a shout if you're looking for someone to…
Conceptualize and craft digital solutions.
Design user interfaces (UX/UI).
Identify UX/UI enhancements for current and upcoming features.
Formulate a UX research strategy and facilitate user-centric brainstorming sessions.
Head up a Design Team.
Mentor your design team and conduct individual sessions.
Integrate Agile workflows into design processes.
Help with “design chaos” in a team.
Create a design system.
Develop a style manual and UX/UI animation designs.
Collaborate on revamping and rebranding your digital platform.
