About.

I help solve business problems by designing seamless user experiences. Informed by data, but driven by empathy. Since 2004, I’ve applied human-centered design practices to dozens of digital products, co-founded a design agency, and created experiences that have touched millions of people.

I get energy from interviewing users, digging into data, and converting these lessons into actionable flows, storyboards, and high-fidelity prototypes. In addition, I love public speaking, mentoring, and training others about UX.

Work.

Higher conversion through a better user experience

For Booking.com - the world's leading digital travel company - I increased the conversion rate by providing travelers with a better user experience.

Read Booking.com case

Improving Volkswagen’s way of selling

Improving Volkswagen's way of selling with a new interactive tool that makes the learning process for salespeople more engaging and interactive. Designed to be the perfect guide to the sales process.

Read Volkswagen case

See Buy Fly Schiphol Airport

Due to international safety regulations, travelers are only allowed to take a small amount of liquids on board an aircraft. It was not clear to travelers what they could still buy tax-free in the shops. A national campaign has been set up for which I realized the online version.

Read Schiphol Airport case

B2B shop for the leading bicycle manufacturer

For Royal Dutch Gazelle - one of the largest bicycle manufacturers - I designed the complete dealer portal. Bicycle dealers in Northern Europe can easily order their bicycles and parts via this extensive B2B shop.

Read Royal Dutch Gazelle case

Creating a globally scalable payment process

Booking.com's FinTech business aims to remove financial friction from the travel process. I have worked on multiple projects to bring new payment products to the market and improve the UX: from payout to reconciliation.

Read Booking.com FinTech case

Talks

& Workshops.

I enjoy public speaking, running workshops, ideation sessions, and training others about UX. I facilitated dozens of design sprints to help teams create innovative products. In my talk at EXEX in Riga, I explained how to build meaningful experiences by putting the customer at the center of everything you do.

Watch my talk at EXEX
Learn UX Today

UX

Mentoring.

On a mission to grow UX maturity within organizations, I founded Learn UX Today, a self-paced course that teaches you the foundations of User Experience. In addition to my freelance work for clients, I mentor designers and students who want to get started in the field of user-centered design. I’m always happy to guide more mentees, so if you’re interested, drop me a line.

Learn UX Today

Skills

Design Manager

  • Leading design teams – managing performance, personal growth, and the well-being of my team members.
  • Creating and leading design principles, quality standards, collaborative practices, and overarching UX strategy.
  • Managing stakeholders, business priorities, and projects to ensure that this strategy contributes to the business goals.
  • Ensuring high-quality design by facilitating critiques, feedback sessions, and other collaborative processes.
  • Elevating the role of design thinking by coaching and training UX designers.

UX Designer

  • Delivering products to market following a lean UX approach with rapid experimentation (A/B), usability testing, and MVPs.
  • Identifying opportunities through user research. From data and competitive analysis to surveys and user interviews.
  • Ensuring logical organization and division of content (information architecture). Well structured and within users’ reach.
  • Creating data-informed user personas, journey maps, and storyboards.
  • Designing flows and interfaces: from whiteboard drawings to high-fidelity prototypes.

Experience.

2021-NOW

Freelance UX Designer

Freelance

I help solve business problems by designing seamless user experiences. Informed by data, but driven by empathy. Inspired by people and their stories. I love to turn complex problems into simple and intuitive designs, by aligning business goals with users’ needs.

2022-NOW

Senior UX Designer

FedEx  Freelance

FedEx connects people and possibilities through a worldwide portfolio of shipping, transportation, e-commerce, and business services. As a Freelance UX Designer at FedEx Digital International, I work on projects that try to remove friction from logistics and online shipping in particular.

2022-NOW

UX Design Consultant

Found UX recruitment  Freelance

I’m part of Found’s UX expert team. Found helps companies hire the right UX research and design professionals. They do this in a distinctive way by involving experts from the field in the recruitment process. Together with the specialized recruiters from Found, we help companies to build their UX teams.

2020-2021

Design Manager

Booking.com

Design Manager for the FinTech department, where I led a team of UX designers and copywriters. I created and led UX principles, quality standards, collaborative practices, and overarching UX strategy. As a people manager, I was responsible for promoting a positive work environment, managing performance, personal development through coaching and mentoring, and the well-being of my team members.

2018-2020

Senior UX Designer

Booking.com

At Booking.com – one of the world’s leading digital travel companies – I worked in multiple teams as a Senior UX Designer (Team Lead) on projects on both sides of the marketplace. From conversion optimization (B2C) to bringing new products to market in the FinTech department (B2B).

2004-2017

Lead UX/UI Designer

Yellow Lemon Tree (co-owner)

Co-founder of Yellow Lemon Tree, a digital design agency. As lead designer, my team and I have created user-centric websites and other digital products for Dutch companies and global brands, like Royal Dutch Gazelle, Volkswagen, and Amsterdam Airport Schiphol.

2002-2004

Visual Designer

Tickets.nl

Tickets.nl was an online travel agency for major sports and cultural events. As a visual designer, I worked on e-mail marketing campaigns, banners, animations, illustrations, web design, and other (digital) graphics.

2000-2004

Webdesigner

BERM Design (co-owner)

Co-owner of BERM Design, specialized in web design and development for small businesses.