About.
I help solve business problems by designing seamless user experiences. Since 2004, I’ve applied human-centered design to dozens of digital products, creating experiences that have reached millions. I’ve co-founded a design agency and worked across travel, logistics, fintech, and e-commerce.
I love turning complex challenges into intuitive designs that align business needs with user goals. Fueled by empathy and backed by data, I craft UX strategies that make a real impact. Plus, I’m passionate about mentoring and training others in the UX field.
Work.
Work.
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.
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.
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 Design Lead
- 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.
2024-2025
UX Lead
Arcadis — Freelance
→ Led the UX redesign of a key enterprise tool used by cities, governments, and utilities
→ Introduced a unified design approach to improve consistency across modules
→ Brought UX research into the process through co-creation and user testing
→ Helped shift the focus from feature delivery to user-centered design
2023-2024
UX Lead
FedEx — Freelance
→ Led UX research and design for global content and digital support tracks.
→ Established UX principles and quality standards to guide overall strategy.
→ Collaborated with other tracks to ensure a seamless and unified customer journey.
→ Mentored and coached UX designers to promote professional growth.
2022-2023
Senior Product Designer
FedEx — Freelance
→ Worked on several projects optimizing the FedEx Ship Manager experience.
→ Followed an iterative, user-centric processes (from user interviews to usability testing).
→ Delivered diverse design assets (sketches, high-fidelity prototypes, user journeys, flows).
→ Influenced product strategy and roadmap by crafting an experience vision for parcel & freight pick-ups.
2020-2021
Design Manager
Booking.com
→ Led a team of UX designers and UX writers and fostered a positive work environment.
→ Created and led UX principles, quality standards, collaborative practices, and overarching UX strategy.
→ Aligned strategy with product and engineering to meet business goals while prioritizing user-centricity.
→ Managed team performance, and supported personal development through coaching and mentoring.
2018-2020
Senior UX Designer & Team Lead
Booking.com
→ Contributed to projects in several teams on both sides of the marketplace (B2C/B2B).
→ Increased conversion rate by providing travelers with a better user experience.
→ Worked on several projects within the FinTech division enhancing usability for hotel payouts.
→ Designed a globally scalable, but localized payment onboarding process.
2004-2017
Lead Designer
Yellow Lemon Tree (co-owner)
As a co-founder at Yellow Lemon Tree, a digital design agency, I led our team in creating user-centered websites for global brands.
→ Koninklijke Gazelle: Designed a B2B shop, streamlining dealer orders across Northern Europe.
→ Amsterdam Airport Schiphol: Launched an online, interactive campaign to inform travelers of new regulations.
→ Volkswagen/Audi: Created an interactive tool to make sales training more engaging.
→ Youfone: Designed an e-commerce site, optimizing the checkout process through data-driven improvements.
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.