Resume of my career

Profile

Design strategist with 19+ years of experience turning complex digital challenges into clear choices. I develop digital strategies and roadmaps for products and platforms, from e-commerce and omnichannel journeys to tools for frontline professionals, and I work with leadership teams from first concept to launch. My advice is grounded in a deep understanding of the content: honest, well-founded and independent of who is across the table.

Contact details

Career highlights

• fresk.digital · 2022 – present
• Senses Tailor-made travel e-commerce, Prijsvrij group
• A launched B2C e-commerce platform to configure and book tailor-made travel in the higher segment: premium hotels, flights and options beyond the standard package, connected to Amadeus. I guided the overall style and coached the designers strategically, realised part of the UI, and safeguarded the concept and scope during implementation, including some project management.
• fresk.digital · 2022 – present
• Hertek Safety Portal
• A working product for Hertek Safety, the Dutch fire-safety company. I laid the foundation of the concept, took part in the research and the concept and design of the portal, and set up the product roadmap. Now the portal grows with new features made possible by its sharpened direction, which I partly design and strategically guide.
• fresk.digital · 2022 – present
• Ravlling Responsible travel inspiration
• A travel inspiration platform that encourages people to travel responsibly. I contributed to the concept and branding, set up and designed the full design system, and shaped the feature roadmap: which functionality comes at which point in the development path, why it matters and how it shows in the numbers. Built hands-on knowledge of affiliate marketing and of setting up and using graph databases.
• fresk.digital · 2022 – present
• D-Connect Platform for travel advisors, D-reizen
• Travel advisors were bypassing the existing tool for a German application. The new platform offers layered information, using the conversation between advisor and traveller at the travel agency as its guiding principle. I did the research together with a colleague, created the service blueprints and designed the platform.
• fresk.digital · 2022 – present
• Rocsys Robotic EV charging
• An interface system that gives insight into the performance of a robotic arm that charges electric cars and trucks, and the bigger picture around it: how to bring it to market and which key choices to make, discussed at C-level.

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• fresk.digital · 2022 – present
• Sevvy Remote cooking app
• An app to control a cooking appliance remotely. I created the concept and the product roadmap, and designed the UI.
• February 2021 – August 2021
• NOC*NSF Sport Infrastructure Platform
• Design of a platform that informs sport unions and municipalities about the possibilities to realise a high quality and sustainable sport infrastructure, including the product roadmap.
• August 2020 – January 2021
• Sevvy Platform
• Strategy exploration for a startup in the food industry.
• January 2020 – May 2020
• OV-fiets Availability prediction
• The success of Mobility as a Service greatly depends on the availability of the interconnected transport options. In an ideal situation you could transfer from an NS train to an Uber or an OV-fiets, but in reality these services are not yet fully optimised to offer a seamless experience. One of the hiccups is the availability of OV-fiets bikes; this project aimed to improve fleet management by using machine learning as a prediction tool.
• December 2019 – April 2020
• Lloyds Bank Refresh
• Because of a growing product portfolio, Lloyds Bank in the Netherlands needed a visual upgrade of their website. The new design boosted the existing information structure and lifted the look and feel to a more contemporary form.
• February 2019 – August 2019
• Lely Online Trader Platform
• The Trader platform connects dairy farmers and Lely centers in trading pre-owned Lely equipment, starting with reconditioned Lely Astronaut milking robots in Europe, Canada and the US. The goal was a platform with reach that can grow to include other products and scale to a broader audience. Ads are shared across other platforms, the platform supports the sales journey and emphasises the quality of the products, the service and the Lely brand, with a focus on building trust in pre-owned equipment.
• November 2018 – July 2019
• Etihad Airways Unified Design Language
• Create a visually striking design language for Etihad that translates the "Choose Well" proposition to UX. It should hold up to interpretation both internally, and externally by agencies and vendors.
• September 2018 – December 2018
• Philips Visual Factory
• The Philips Visual Factory proof of concept provides insight into the material flow for two tiers in the Drachten factory. The prototype shows material availability, so employees can assess whether an order will be ready in time for assembly, and visualises the impact of availability problems on the production chain.
• February 2015 – July 2015
• China Southern Airlines App
• Strategy, concept, design and user involvement to realise a new international mobile app for China Southern that better supports the business and fits changing user needs.
• February 2015 – July 2015
• FrieslandCampina Omni-channel strategy
• Creation of an omni-channel strategy and multiple concepts for apps and platforms within this ecosystem. Each project focused on optimising services that help farmers run their business more effectively, extending functionality the target group already knew.
• February 2015 – July 2015
• PARKnSHOP E-commerce platform
• E-commerce project for one of the biggest grocery stores in Hong Kong: a responsive online store, a checkout that is as easy and fast as possible, and a simple, effective language selection, designed for the local audience and realised in front-end over a number of scrum sprints.
• July 2014 – October 2014
• Leaseplan Corporate website
• Redesign of the Leaseplan.com website, which presents the global company and gives access to 30+ country websites. The design was based on the newly developed Leaseplan SME style, with specific components to match corporate needs.
• March 2013 – April 2014
• Maxeda E-commerce platform
• A fully responsive e-commerce website for the DIY market, based on a white-label concept serving multiple formulas in different European countries, each with an exclusive design for its local market. Two new delivery methods (drop shipment and home delivery) were introduced, with a new flow that lets users move quickly and easily through checkout.

Work experience

• 2022 – present
• Founder, Head of Design Strategy
• fresk.digital, The Netherlands
• 2019 – 2021
• Design Lead
• INFO, Amsterdam, The Netherlands
• 2018 – 2019
• UX Director
• Mirabeau – a Cognizant Digital Business, Amsterdam, The Netherlands
• 2016 – 2018
• Principal Interaction Designer | Design Lead
• Mirabeau, Amsterdam, The Netherlands
• 2015 – 2016
• Principal Interaction Designer
• Mirabeau, Amsterdam, The Netherlands
• 2012 – 2014
• Senior Interaction Designer
• Mirabeau, Rotterdam, The Netherlands
• 2010 – 2012
• Senior Concept & Interaction Designer
• Connect Holland, Rotterdam, The Netherlands
• 2007 – 2010
• Interaction Designer
• Puurpxl, Utrecht, The Netherlands

Education

• 2003 – 2007
• Bachelor of Science majoring in Interaction Design
• Hogeschool voor de Kunsten Utrecht, Hilversum, The Netherlands

Speaking engagements

• 2018
• Design Thinking by Doing
• UXCamp, Amsterdam
• 2017
• Design Thinking by Doing
• Keynote speaker IXDC, Beijing
• 2016
• Unleash the Artificial Smartness
• Keynote speaker at Dutch Design Week, Eindhoven

Side activities

• 2018
• Drum teacher
• Jubal Drum & Bugle Corps, Dordrecht
• 2018 – 2020
• Drum Performer
• Antoon, Vrienden van Amstel Live, Chef’Special