I'm Lex Pattiasina, a UX and Service Designer with more than 15 years of experience shaping digital services across insurance, banking, e-commerce, real estate, and logistics. I excel at turning complex customer journeys into clear, usable service experiences that balance user needs with business goals. I love turning insights into practical design, leading multidisciplinary teams, and translating user research into measurable improvements. From concept to delivery across multiple platforms, I connect people, technology, and strategy to create consistent, accessible experiences.…

Lex Pattiasina

I'm Lex Pattiasina, a UX and Service Designer with more than 15 years of experience shaping digital services across insurance, banking, e-commerce, real estate, and logistics. I excel at turning complex customer journeys into clear, usable service experiences that balance user needs with business goals. I love turning insights into practical design, leading multidisciplinary teams, and translating user research into measurable improvements. From concept to delivery across multiple platforms, I connect people, technology, and strategy to create consistent, accessible experiences.…

Available to hire

I’m Lex Pattiasina, a UX and Service Designer with more than 15 years of experience shaping digital services across insurance, banking, e-commerce, real estate, and logistics. I excel at turning complex customer journeys into clear, usable service experiences that balance user needs with business goals.

I love turning insights into practical design, leading multidisciplinary teams, and translating user research into measurable improvements. From concept to delivery across multiple platforms, I connect people, technology, and strategy to create consistent, accessible experiences.

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Skills

Experience Level

Language

Dutch
Fluent
English
Fluent

Work Experience

Sr. UX Designer at Deloitte – Deloitte Digital
November 1, 2025 - Present
Developed a scalable, organisation-wide design system aligned with WCAG 2.0 AA, designed to scale across the client organisation. Optimised and harmonised customer journeys for usability, consistency, and accessibility. Led UX research with prototyping, user testing, and data analysis to support design decisions. Established guidelines, documentation, and governance for the design system to ensure consistency and efficiency across teams.
Sr. UX Designer & Sr. Service Designer at Frontliners – TransfusionX
April 1, 2023 - April 1, 2025
Led design thinking sessions and design sprints with cross-functional teams. Oversaw UX design delivery in line with service design insights and customer journey improvements. Led customer research, including interviews, guiding the process from discovery to final UX design solutions.
Sr. UX Designer & Service Designer at adidas – Post sales & Re-engage | Checkout | Membership | Gift card
January 1, 2019 - January 1, 2023
Led retention and re-engagement during migration of Runtastic members into the adidas ecosystem. Designed retention flows and user scenarios to reduce churn and reactivation. Redesign of the My Account environment to improve usability, trust, and loyalty. Developed the Wishlist concept to stimulate repeat purchases. For Checkout, redesigned flows with CRO-driven emphasis on conversion and retention. Collaborated with Radius8 to integrate data-driven personalisation and retention triggers into the journey; contributed to Membership and Gift Card initiatives.
Lead UX Designer & Sr. Service Designer at Rabobank - Lending & Retail
July 1, 2018 - December 1, 2018
Facilitated ideation sessions for the Rabobank Online Advice project with customers, employees, and stakeholders. Translated insights into concepts for the Online Advice service. Represented UX & Service Design in the core project team and oversaw implementation during pilots.
Sr. UX Designer & Sr. Service Designer at Rabobank - UX Hypotheken
September 1, 2017 - June 1, 2018
Managed customer interviews for the Entrepreneur Private Mortgage project, translating insights into UX concepts. Facilitated ideation sessions for the Online Advice project and represented UX & Service Design within the core team.
Sr. UX Designer & UI Designer at FBTO Achmea
September 1, 2015 - August 1, 2017
Led complete UX redesign of the MijnFBTO customer portal. Facilitated Design Thinking and Design Sprint sessions, translating research into UX design solutions. Built and maintained the UX research framework and contributed to multiple Scrum teams.
UX Designer & UI Designer at FBTO Achmea (Freelance)
January 1, 2014 - August 1, 2015
Redesigned homepage, product pages, and detail pages. Created the FBTO Health Claims app. Built and maintained the component library and visual style guide. Participated in Scrum teams.
Lead Creative / UX Designer at 1111 UDS
January 1, 2011 - Present
Founder responsible for business development and project pipeline. Recruited and collaborated with external partners. Led UX design, service design, and visual design. Participated in design competitions to expand networks and explore experimental concepts.

Education

Architecture & Urbanism at TU-Delft Faculty of Architecture, Delft
January 1, 2000 - January 1, 2006
Bouwkunde at Bouwkunde Hogeschool Rotterdam & omstreken, Rotterdam
January 1, 1997 - January 1, 1999
Havo at Comenius College, Capelle a/d IJssel
January 1, 1992 - January 1, 1997

Qualifications

Add your qualifications or awards here.

Industry Experience

Software & Internet, Professional Services, Real Estate & Construction, Retail, Media & Entertainment, Financial Services, Transportation & Logistics, Other

Skills

Experience Level