Breda, North Brabant, Netherlands
I help organizations make confident, user‑centered decisions by combining clear strategy, strong team leadership, and broad collaboration. My focus is on building and evolving UX research teams, establishing operating principles, and creating repeatable practices that scale beyond the core group. I partner widely—Product, Design, Engineering, Data, Marketing, Finance—to blend qualitative and quantitative inputs, map opportunities, and prioritize work that drives measurable outcomes.
I build and evolve a high‑performing User research team that turns customer insight into measurable product outcomes. My focus is on setting clear strategy, creating scalable ways of working, and partnering across the organization—Product, Design, Data, Marketing, and Finance—to make better decisions, faster. This includes: 1. Team management & growth: I establish vision, operating principles, and career frameworks; hire and mentor diverse talent; and develop rituals (planning, crits, synthesis) that raise quality and autonomy. 2. Strategy & roadmap: I define research strategies tied to business OKRs, prioritize opportunities, and align stakeholders around the problems that matter—balancing foundational, generative, and evaluative work. 3. Cross‑functional collaboration: I embed researchers in product teams, co‑create with Product owners and designers, partner with data teams on mixed‑methods approaches, and translate insights into clear, actionable recommendations. 4. Scaling research: I introduce an AI-research agent, along with self‑serve playbooks, templates, and repositories, enabling non‑researchers to run lightweight studies while the team focuses on complex, high‑impact questions. 5. Insight‑to‑impact: I connect findings to decisions—clarifying trade‑offs, and ensuring insights influence roadmaps, experiments, and release criteria.
As a Senior User Researcher at Aegon, I worked as an individual contributor in a small user research team, embedded in cross-functional product teams, leading hands-on user research across the end-to-end product lifecycle. I planned and executed qualitative studies, translated complex insights into clear opportunities, and ensured user needs directly informed product, design, and strategic decisions. I collaborated closely with designers, product managers, engineers, and other stakeholders to shape customer-centric financial services, grounding decisions in evidence rather than assumptions. My work focused on deeply understanding user behavior, needs, and contexts, and turning those insights into practical, actionable recommendations for pension, mortgage and insurance products.
I focus on the execution of research activities across the organisation and enabled the research manager to focus on the growth of the program by reducing coordination tasks. My activities include: - Carry out and monitor user research; usability tests, in depth interviews, unmoderated studies etc. - Translate user insights into tactical recommendations to the various business units. - Maintain an overview of all incoming user research requests and coordinate the execution of these requests on a detailed level (hypothesis formulating, resourcing, dissemination of results). - Create presentations, videos and other shareable material to ensure high engagement of stakeholders with the user insights and enable advocacy by the User Research Manager (e.g. shareback sessions). - Supporting the user journey work streams by coordinating recruitment, logistics, and planning. - Enabling a testing ground for the implementation of UX centered KPI’s. - Creating trend analysis of all qualitative user research activities. - Coordinate the needs of various business units, and help formulate hypothesis and choose the right research methodology.
As a User Research Consultant at User Intelligence, I worked hands-on with client teams to improve digital customer experiences across websites, apps, and online services. My role focused on conducting user research and translating insights directly into actionable recommendations for design and product decisions. I planned and executed a wide range of qualitative and quantitative research activities, including usability testing, expert reviews, interviews, persona development, and quantitative studies. I collaborated closely with client stakeholders to ensure research insights were clearly communicated and applied in concept development, interaction design, and iterative improvement of digital products. I contributed to both national and international projects, working with clients such as KPN, Telfort, Honeywell, Het Concertgebouw, Decathlon, and Philips. For international engagements, I collaborated with UXalliance partners to deliver consistent, insight-driven outcomes across markets. My work was grounded in a strong belief in evidence-based design, helping clients move from assumptions to validated decisions and improve the quality and effectiveness of their digital experiences.