Amsterdam, North Holland, Netherlands
I design digital experiences that solve problems and drive revenue. With over 12 years of experience, I work across the entire product lifecycle—from discovery and proof of concepts (POCs) to development and launch. My background in psychology helps me create user-focused designs that align with business goals, ensuring both user satisfaction and revenue growth. I specialize in guiding teams through design thinking, iterative processes, workshops, design sprints, and strategy sessions to deliver practical and actionable outcomes.
• Owned design direction and UX strategy, from feature planning to execution. • Led design and development of web and mobile apps (iOS, Android), aligning them with business goals and user needs. • Rebuilt design system, cutting dev time by 50%, design time by 70%, and improving consistency. • Conducted user research and interviews; insights directly shaped roadmap and priorities. • Collaborated across teams with board, dev, QA, and marketing to keep product aligned and moving.
• Enhanced the design process by integrating product discovery phase, iterative methods, and lean UX principles. That speeded up design deliverables and reduced cost of external designers. • Streamlined UX across key platform areas and developed consistent design system components, speeding up deployment and maintenance and doubling user engagement.
• Led end-to-end product lifecycle from discovery to deployment to optimize product-market fit and user experience. • Planned strategic product roadmaps to align design and development with business goals. • Led the design strategy and oversaw the creation of user flows and wireframes. • Managed and facilitated user testing and deep dive interviews to drive data-informed product decisions. • Increased conversion rates by 400%+ through strategic UX consultation and audits. • Ran Design Sprints for banks (Société Générale, ERSTE). • Conducted research for Molson Coors. • Trained teams in Design Thinking and storytelling (CEMEX).
• Led business strategy workshops to elevate design processes and value propositions. Prioritized business goals led to 36% increase in conversion rate, expanded collaboration across GroupM departments, and earned the client's trust. • Remotely enhanced UX audit process and strategic upsell consultations. Coached designers to improve UX audit quality. This initiative won several tenders for acquisition optimization, with 30% of companies cooperating for post-audits.
• Designed and launched fully responsive SaaS platform from scratch. • Developed design system for web and mobile. • Achieved 500+ sign-ups in first month.