Shaped propositions at the intersection of design, consultancy, AI, and digital transformation; developed AI Design Systems and AI Worker concepts; translated market developments and client needs into positioning and delivery directions for the Dutch/European market.

Lead UX Designer / UX Researcher at Niklin MediaSign LAB

August 1, 2012 - Present

Independent practice for UX, service design, and digital product development; end-to-end work from research to executable solutions; includes side projects and AI-enabled tooling.

Lead UX Designer at Logius

April 1, 2025 - April 1, 2026

Shaped task-oriented digital government services, evolved design system components, and aligned design, content, product, and development under accessibility, reliability, and maintainability requirements; contributed to enterprise design system governance and AI assistant concepts.

Senior / Lead UX Designer at Soul Reach

May 1, 2024 - December 1, 2024

Led the digital positioning and UX direction for a wellness/e-commerce MVP; built a scalable content foundation and brand-aligned UX without compromising future growth.

Lead UX Designer / Service Designer at Dutch Government Organisation

September 1, 2023 - September 1, 2024

Improved user journeys and service flows in a public administration context; translated insights into wireframes and executable improvements; facilitated workshops for alignment and decision-making.

Lead / Senior UX Designer at Athora / Zwitserleven

October 1, 2021 - April 1, 2023

Led MijnZwitserleven and Pension Planner interfaces; discovery and backlog refinement; life-event flows; translated business goals into executable UX/UI improvements.

Senior Business Consultant ICT / UX Designer at Randstad Groep Nederland

January 1, 2021 - June 1, 2021

Optimised logged-in onboarding and activation flows; translated Orbit design system principles into multi-brand screens across Randstad, Tempo-Team, and Yacht.

Senior Lead UX Researcher and Designer at Provincie Groningen

December 1, 2020 - November 1, 2021

Researched subsidy application processes and service bottlenecks; designed streamlined journeys aligning front-end, back-office, and subsidy legislation.

Lead UX Researcher & Designer at Raad voor de Kinderbescherming

December 1, 2020 - January 1, 2021

Conducted empathetic research across the police/courts chain; translated insights into human-centered service improvements and decision-support visuals.

Interim Senior UX Designer at Aedes

December 1, 2020 - January 1, 2021

Identified information needs and navigational constraints; restructured information architecture and developed a community-centric online environment.

Senior Lead UX Designer at Essent

May 1, 2019 - September 1, 2019

Redesigned PlusJeHuis tool; conducted usability testing; translated findings into improved flows and conversion for home sustainability guidance.

Senior UX Designer at Deloitte

September 1, 2019 - December 1, 2019

Shaped user journeys and interaction/UI for fund-r.nl and related AI/data propositions; prepared high-fidelity UI and interaction patterns for agile delivery.

Senior UX Designer at Vattenfall

May 1, 2019 - August 1, 2019

Led design-system revision and digital product interfaces for Stadsverwarming; refined onboarding and micro-interactions to strengthen usability and alignment with brand.

Senior Lead UX Designer at PwC

December 1, 2018 - August 1, 2019

Delivered UX/UI for enterprise AI/data-oriented projects; translated complex data into usable digital interfaces for clients and internal stakeholders.

Senior UX Designer at Insight Software

October 1, 2018 - February 1, 2019

Improved information architecture and navigational flows for BI/fintech products; strengthened alignment across product, development, and users.

Senior Lead UX Designer at Essent

June 1, 2018 - September 1, 2018

Shaped the PlusJeHuis service experience and advisory tooling; integrated multiple data models into a coherent platform concept.

Senior UX Designer at Rabobank

September 1, 2017 - June 1, 2018

Renewed information architecture and purchase/onboarding flows for savings and investments; collaborated with CX and delivery teams.

Senior Lead UX Designer at Aon Verzekeringen

January 1, 2017 - August 1, 2017

Delivered interaction design, visual design, and prototyping across multi-label self-service products; defined MVP and roadmap.

Senior UX Designer at Kamer van Koophandel

September 1, 2016 - February 1, 2017

Designed Mijn KvK self-service flows; translated business requirements into wireframes, prototypes and visual design.

Senior UX Designer at Wolters Kluwer

April 1, 2016 - July 1, 2017

Delivered interaction and visual design for enterprise work flows; facilitated stakeholder alignment and onboarding of new UX team members.

Senior UX Designer at UWV

February 1, 2015 - December 1, 2015

Designed flows, screens and reusable interaction patterns for work.nl and Mijn CV; standardised UX components and supported SAFe delivery.

Senior UX Designer at iMinds

September 1, 2014 - December 1, 2014

Designed collaboration tool concepts on Salesforce CRM for EU project funding; produced prototypes and remote stakeholder alignment.

Senior Lead UX Designer at VGZ Zorgverzekeringen

July 1, 2014 - September 1, 2014

Guided the end-to-end enterprise sales process; applied micro-interactions and Design Thinking to improve transparency and usability.

Senior Lead UX Designer at Onsbrabantnet

April 1, 2014 - May 1, 2014

Redesigned the online sales funnel; introduced micro-interactions to improve clarity and conversion.

Lead UX Designer at Tix

August 1, 2014 - February 1, 2015

Optimised the conversion process of the sales funnel; delivered responsive interaction design and improved persuasive messaging.

Senior User Experience Architect at Netmarketing

January 1, 2008 - August 1, 2012

Created interaction designs and prototypes across diverse platforms; built a broad foundation in user-centred design for e-commerce and financial services.

Intern / Junior Interaction Designer at Weareyou (redhotminute)

September 1, 2007 - February 1, 2008

Developed and implemented interactive content distribution solutions; collaborated across creative, technical, and commercial teams.

Intern Multimedia Designer at QLT Design

January 1, 2006 - August 1, 2006

Designed and developed websites and interactive online assets; translated client needs into web concepts and interfaces.

Lead UX Designer / Service Designer at Dutch Government Organisation

September 1, 2023 - September 1, 2024

Senior role at the intersection of UX, service design, and public digital services. Translated research insights and organisational needs into wireframes, prototypes, and service improvements; facilitated workshops and stakeholder alignment around clarity, explainability, and executability; supported iterative improvement and decision-making with a focus on connective tissue between service delivery, process design, and digital interaction.