UX Design Director · Amsterdam / San Francisco
Complexity to clarity for Startups to Fortune 500's.
I'm a Dutch UX Product Design Leader and Systems Thinker with 20+ years of international experience, drawing on AI-augmented research and design thinking to ideation, synthesis, prototyping, and flawless handoff.
I excel at leading cross-functional teams, setting design vision, and delivering user-centered experiences for both ambitious startups and the world's largest enterprises. By integrating AI into every stage of the design process, I accelerate discovery, sharpen synthesis, and bring higher-fidelity concepts to life faster, without losing the human insight at the core of great design.
As a hands-on design leader, I continuously evolve my craft alongside emerging capabilities, always curious, always building, while scaling design organizations and driving innovations that transform products and teams.
Led the strategic design transformation of 7+ mission-critical web applications for one of the world's largest investment management firms. Spearheaded an enterprise-wide design system that cut time-to-market by 40% and delivered consistent, professional experiences across institutional investor platforms, supporting $10B+ AUM products.
Directed UX strategy for QuickBooks Online's core transaction platform, simplifying mission-critical financial workflows. Orchestrated seamless cross-functional collaboration to deliver cohesive money movement experiences at scale.
Led innovation across Web, Mobile, AR/VR, and voice platforms. Designed the Hospitality App Suite enabling smooth event onboarding at Super Bowl, Olympics, and FIFA, resulting in multiple seven-figure contract renewals.
Led design for the Ultimate Ears mobile app release. Redesigned onboarding and first-time use, advising on intelligent speaker linking across Wi-Fi, Bluetooth, and Cellular, a technically complex, delightfully seamless experience.
Delivered UX design for multiple web SaaS applications and dashboards in Mendix, bridging complex semiconductor workflows with intuitive, high-performance interfaces for customer and employee experience.
Embedded as Lead UX Designer in the Road Carrier Innovation Unit, designing across six feature tracks — WhatsApp integration, EV route planning, parking optimization, SCD, and carrier profiling — for a platform used by 20K+ carriers across 100+ countries.
Stepped in as UX Consultant after the previous designer left mid-project. Rebuilt the IA from scratch, unified four fragmented product areas (onboarding, dashboard, media library, asset analyzer), and gave engineering a coherent UX foundation to ship from.
Designed an AI-native threat intelligence platform for SOC and CISO teams using a fully AI-assisted workflow — Pencil.dev, Lovable, Figma Make, Stitch, Claude Code. Ten design iterations in four weeks, shipping to a live RSA Conference demo.
Made an AI-powered audit platform actually usable. Fixed fragmented navigation, replaced a gaming-style dark UI with a professional audit aesthetic, and designed a progress visibility system that let accounting firms see exactly where every engagement stood.
Strategic design innovation for the global road-carrier logistics branch.
UX/Product for Customer and Employee Experience. Delivered SaaS application and dashboard design in Mendix.
Led global design strategy and operations for one of the world's largest investment management firms.
Directed UX strategy and service design for QuickBooks Online core transaction platform.
Led innovation initiatives for next-generation payment experiences across Web, Mobile, AR/VR/MR, and voice platforms.
Led design development for Ultimate Ears iOS and Android app release.
Directed design strategy for executive-level programs and retail banking initiatives.
Led small teams creating rich interactive media for ING, Ferrari, KPN/Hi, Marlboro, HTC, and more.