Designing futures, not just features.

Product innovation without the blah-blah.
I guide teams from idea to impact, prototype to perfection. No jargon, just results.

Product innovation
without the blah-blah.
‍
I guide teams from idea to impact, prototype to perfection.

Talk about your project
free · 30 min
Trusted by WORLD-CLASS start-ups and giants

My current endeavors

📡

Running The Prototype Factory, no-nonsense product innovation agency

1  /  5
♻️

Leading the design team at the ‘Do more. Own less.’ start-up BIYU

2  /  5
📱

Working on Simpel, an app that simplified tough letters.

3  /  5
🧠

Building physical device against distraction called Pomo

4  /  5
🚀

Open for freelance gigs on product design for start-ups.

5  /  5
STRATEGY

Product roadmapping

Start-up advisory

User research

Design sprints

PRODUCT

Excellent UI/UX design

Growth & Analytics

Brand Positioning

Design leadership

GOOD VIBES

I can chill, boulder, wine & dine with most people. Even if they’re called “stakeholders”

Recent work

Help people read difficult letters

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

We all get though letters, from the government, municipality or insurers. With an scan artifical intelligence (OpenAI, ChatGPT) simplifies these letters.

  • Bringing Lees Simpel from idea to product in 24 hours
  • We simplify 12.000 letters a month.
  • App for both iOS and Android
  • National press coverage, Ad.nl NPO Radio 1, EenVandaag
Download app
iOS / Android

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

AI app to read difficult letters

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

We all get though letters, from the government, municipality or insurers. Lees Simpel AI simplifies these letters. I've designed a solution that solves the interaction between algorithm and a human sharing sensitive data.

Download app
iOS / Android

The design rethinks and challenges how traditional letters communicate. In form (focussed and friendly) ánd in content (clear and simple).

The interface design transforms a complex, distracting traditional letter format into something more focused and relatable.

Our app simplifies complex letters into focused, friendly chunks, using AI to enhance readability. Ideal for refugees and the illiterate, it makes essential info accessible and easy to understand for everyone.

Leading the design team

BIYU is the Spotify for stuff. Stop buying and start lending quality products. Delivered sustainably with e-bikes.

  • Ideating, launching and tracking pivotal functionalities
  • Designing, testing and validating apps for riders
  • Leading the 3-person strong design team
  • Lifting the conversion from 1.8% to 3.2%
Request case study
free · pdf

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Strategic design for a circular start-up

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

BIYU is changing the world of rental. Stop buying and start lending quality products. Delivered sustainably with e-bikes.

  • Ideating, launching and tracking pivotal functionalities
  • Designing, testing and validating apps for riders
  • Leading the 3-person strong design team
  • Lifting the conversion from 1.8% to 3.2%
Visit website
www.biyu.world

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Transforming user experience with BIYU app's intuitive interface. Designed for frequent renters who value real-time tracking, seamless ordering, and time-sensitive updates. Optimized for clarity and efficiency, harmonized within an existing design system.

Revitalizing BIYU's web presence with a high-conversion homepage. Tailored for diverse user needs, from first-time explorers researching products to seasoned users craving efficiency. Unveiled a seamless checkout flow and compelling onboarding, elevating user satisfaction.

Prototype a lease car app for 12 million users

This prototype paved the way for a brand new Arval app.

  • We reimagined how you can report damage.
  • We prototypes how people stay updated on their lease contract.
  • And... we did the whole app, in a few weeks.
Request case study
free · figma

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Prototype a lease car app for 12 million users

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

This prototype paved the way for a brand new Arval app.

  • We reimagined how you can report damage.
  • We prototypes how people stay updated on their lease contract.
  • And... we did the whole app, in a few weeks.
Request case study
free · figma

Fast-Track Prototyping for Arval: In mere weeks, reimagined damage reporting and contract updates through expert interface design. Achieved usability and efficiency, laying the groundwork for the brand-new app.

Revolutionizing Arval's Lease Car Experience: Leveraged senior UI/UX design strategies to map touchpoints and solve key pain points like delivery waits and service scheduling. A pivotal prototype for 12 million users.

Ideating on the future of digital grocery shopping

The gap between feeling confident in what you are going to cook and having a nice dish on your table can be stressful. What is the right way for Picnic to bridge that gap?

  • ‘Meal planning’ as a competitive advantage
  • Prototyping a strategic vision
View case study
free · slides

During busy weekdays, we see that families don’t have the energy or need to pick a difficult recipe.

Ideating on the future of digital grocery shopping

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

The gap between feeling confident in what you are going to cook and having a nice dish on your table can be stressful. What is the right way for Picnic to bridge that gap?

  • ‘Meal planning’ as a competitive advantage
  • Prototyping a strategic vision
View case study
free · slides

We’re relieving the stress of ‘what are you going to eat’, by helping users earlier on in the hardest part of the process. This leads to a more holistic perception of Picnic

Giving options to support families in this process is something which other supermarket retailers aren’t properly doing.

We estimate that being able to ‘capture’ more dinner moments of the week can lead to a 10%-15% increase, and serve as a place to suggest new Picnic products.

The gap between feeling confident in what you are going to cook and having a nice dish on your table can be stressful. What is the right way for Picnic to bridge that gap?

Recipes from other sources (books, websites) are great, but when ordering the ingredients you need, it takes a lot of effort to go from recipe to order.

We’re relieving the stress of ‘what are you going to eat’, by helping users earlier on in the hardest part of the process. This leads to a more holistic perception of Picnic

A physical tool that ditches distractions

Easily slide the timer to set your desired focus time. Pomo, the Pleasure Of Missing Out.

  • Design, ideate and launch physical device
  • Featured in the Klokgebouw of Dutch Design Week 2023
  • Credits: Bureau Moeilijke Dingen
View case study
free · slides

During busy weekdays, we see that families don’t have the energy or need to pick a difficult recipe.

A physical tool that ditches distractions

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Easily slide the timer to set your desired focus time. Pomo, the Pleasure Of Missing Out.

  • Design, ideate and launch physical device
  • Featured in the Klokgebouw of Dutch Design Week 2023
  • Credits: Bureau Moeilijke Dingen
View website
heypomo.com

All day and night we’re bombarded with so many messages and alerts that even when we want to focus, it’s nearly impossible. And when we’re tempted to procrastinate, diversions are only a click away.

An elegant tech device that you plug in your laptop, and when you select a time it blocks any distractions. It helps you to develop better screen-time habits in your personal life.

The design was presented at Dutch Design Week 2022 in Het Klokgebouw, giving over 4.000 demo's on the products' functionalities.

Designing a cruelty-free watch

At Evig Grön, sustainable practices and versatile Swedish design meet world-renowned luxury.

Our products are manufactured in Sweden, Switzerland, Portugal and Italy from material that is as sustainable as possible and always 100% cruelty free.

Order
€149,95

This attention to detail is visible on the delicately engraved caseback, showcasing our galaxy in all its glory.

Designing a cruelty-free watch

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

At Evig Grön, sustainable practices and versatile Swedish design meet world-renowned luxury.

Our products are manufactured in Sweden, Switzerland, Portugal and Italy from material that is as sustainable as possible and always 100% cruelty free.

Order
€275

Manufactured in Bioggio, Switzerland, possesses a Swiss Ronda movement "Powertech- caliber 515".

This attention to detail is visible on the delicately engraved caseback, showcasing our galaxy in all its glory.

Planetarium’s minimalistic yet classic dial is covered by a scratch-proof double-domed sapphire crystal with an inside anti-reflective coating.

Each Planetarium timepiece is accompanied by a hand-made strap created from premium and sustainable Portuguese cork.

Both the pouch and the strap are PETA-approved vegan. Together with ITF, we plant a tree for every produced box. Made to last a lifetime, it represents our fusion between luxury and consciousness.

Validating new business models

How might we help people to improve their health in a more holistic way?

  • Creative Direction, Lead UI/UX, User Interviews, User Recruitment
  • Sourcing interviewees from North America
  • Building working coded prototypes with a personality Quiz
  • (In)validating multiple business directions

We worked with Unilever to create and validate new digital propositions to help people improve their wellbeing.

Validating new business models

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

Launching an out-of-home campaign in Amsterdam in 7 days with a tiny budget, resulting in all high-pressure washers being rented out.

How might we help people to improve their health in a more holistic way?

  • Creative Direction, Lead UI/UX, User Interviews, User Recruitment
  • Sourcing interviewees from North America
  • Building working coded prototypes with a personality Quiz
  • (In)validating multiple business directions

We worked with Unilever to create and validate new digital propositions to help people improve their wellbeing.

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