Design is a mindset. I see design as a way to change, improve, and create products people truly love. I design by working closely with colleagues, customers, and users on solutions that are not only beautiful but above all, impactful and useful. I use a mix of techniques—from organizing discovery sprints to mapping customer journeys and aligning stakeholders around a shared goal. And above all, by testing prototypes together with end users. To me, that’s the most exciting part of design: turning ideas into reality through collaboration.

Sarah El Haouari

Design is a mindset. I see design as a way to change, improve, and create products people truly love. I design by working closely with colleagues, customers, and users on solutions that are not only beautiful but above all, impactful and useful. I use a mix of techniques—from organizing discovery sprints to mapping customer journeys and aligning stakeholders around a shared goal. And above all, by testing prototypes together with end users. To me, that’s the most exciting part of design: turning ideas into reality through collaboration.

Available to hire

Design is a mindset. I see design as a way to change, improve, and create products people truly love. I design by working closely with colleagues, customers, and users on solutions that are not only beautiful but above all, impactful and useful. I use a mix of techniques—from organizing discovery sprints to mapping customer journeys and aligning stakeholders around a shared goal. And above all, by testing prototypes together with end users. To me, that’s the most exciting part of design: turning ideas into reality through collaboration.

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Language

Dutch
Fluent
English
Advanced

Work Experience

UX Researcher & Designer at KPN
May 1, 2025 - November 13, 2025
Improved the orientation phase for business customers on a complex, multi-audience platform by defining key jobs-to-be-done, facilitating co-creation sessions, prototyping solutions, and running user tests prior to implementation; collaborated across teams to ensure a consistent end-to-end experience.
Data Management Service Designer at ING
July 1, 2025 - July 1, 2025
Focused on discovery to shape ING’s next generation of data products. Facilitated four design sprints in the Data Management department to shape new products from concept to validated prototype; conducted stakeholder and user interviews to uncover jobs-to-be-done; helped define a shared vision and roadmap for a centralized AI data environment.
UX Researcher & Designer at Kadaster
April 1, 2025 - April 1, 2025
Applied Design Thinking to explore and validate new digital services; facilitated co-creation sessions to align stakeholders; balanced user needs with business and technical feasibility; helped teams develop business cases around user-centered opportunities.
UX Lead at ANYONE
September 1, 2022 - November 13, 2025
Led UX for a fintech startup focused on making homeownership accessible to all. Facilitated workshops and co-creation sessions; mapped customer journeys for three platforms (buyer, seller, realtor); set up and ran user research and usability tests; coached the design team and established a design process; managed stakeholder expectations and alignment.
UX Researcher & Designer at ABN AMRO
September 1, 2022 - September 1, 2022
Improved the online customer experience for the Grip app through qualitative research, design sprints, and prototyping features such as inbox and gamification challenges; facilitated workshops, mapped journeys, and conducted user tests; managed stakeholders.
UX Lead at IND
December 1, 2021 - December 1, 2021
Redesigned ind.nl into a new accessible website that better serves users; facilitated workshops, mapped customer journeys, and developed concept designs; presented UX insights to stakeholders and coached the UX team.
UX Coach at Ortec Finance
December 1, 2021 - December 1, 2021
Helped junior UX designers establish user research practices and a cohesive UX process; facilitated workshops, presented on UX, and implemented a scalable UX process; coached the UX team.
Senior UX Designer at Rabobank
September 1, 2020 - September 1, 2020
Worked in the Savings and Investments tribe to improve the online customer experience for Savings and develop a vision to help customers improve their financial health; conducted qualitative research, facilitated design sprints, and prototyped for SCRUM/agile development.
Senior UX Designer at NS Flex
December 1, 2019 - December 1, 2019
Designed and improved the NS Flex journey from awareness to purchase; collaborated with product owners, developers, and marketing to create features using data-driven approaches like design sprints and A/B testing.
Senior UX Designer at Yellowtail
December 1, 2018 - December 1, 2018
Designed digital products for financial services clients; worked with SNS, PGGM, ABN AMRO, KNAB, a.s.r. Bank, Ortec Finance and Independer; contributed to multiple client projects across the financial sector.
UX Designer at Informaat
December 1, 2016 - December 1, 2016
Supported organizations in developing and implementing digital strategy; worked on projects for Philips HR vision, a municipal portal (Wigo4it), CZ, and other clients to elevate customer experience.
UX Designer at KPN Market Intelligence
July 1, 2015 - July 1, 2015
Delivered user-centered design solutions for market intelligence initiatives within a telecom environment.
UX Designer at New Day at Work
March 1, 2014 - March 1, 2014
Early career role focusing on UX design; contributed to improving digital experiences and workflows.

Education

Bachelor of Engineering at Utrecht University of Applied Sciences
January 1, 2009 - January 1, 2014

Qualifications

Digital Leadership
January 11, 2030 - November 13, 2025
Managing User Experience Strategy
January 11, 2030 - November 13, 2025
User Research Methods
January 11, 2030 - November 13, 2025
Mobile User Experience
January 11, 2030 - November 13, 2025
Professional Scrum Master
January 11, 2030 - November 13, 2025
Consultancy skills
January 11, 2030 - November 13, 2025
Masterclass Mortgages
January 11, 2030 - November 13, 2025
Customer Journey Mapping
January 11, 2030 - November 13, 2025

Industry Experience

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