Complex systems, simple outcomes.
Senior UX & Service Designer for regulated, multi stakeholder platforms. I help teams ship improvements that reduce user effort and support demand—measured in NPS/CSAT/CES (CX Metrics), adoption, and accessibility.
NPS +8 (authorization journey) | NPS -56 ® +7 in 3 months (VergoedingVinder UX redesign) | Accessibility ~+50% (uplift program)
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I bridge the gap between user empathy and business rigor.
From mental models to policy rules: I make complexity navigable, traceable, and measurable—without breaking compliance or operations.
Quick Facts
Location: Netherlands (Utrecht area) • Remote/hybrid possible (role-dependent)
Focus: ux design • ux research • journey ops • service blueprinting • IA/terminology • AI ready interfaces • accessibility
Collaboration: workshops • alignment with stakeholders • governance/DesignOps
Domains: insurance/healthcare/public/telecom/retail • enterprise portals • international programs
Tools: Figma • TheyDo • Miro/FigJam • GA/Clarity/PowerBI • WCAG • Jira
Signature method
Evidence scan (metrics + support signals + heuristics) to define the real constraint and success metric.
Journey + service blueprint to connect user intent to backstage rules, teams, and handoffs.
Rapid prototypes to reduce uncertainty (navigation, terminology, scanability) before build.
Implementation handover + governance/DesignOps + measurement so the change sticks across teams.
Selected work
Each example is written NDA-safe: problem, my role, outcomes, and key decisions.
Problem: Desk/competitive research was slow to triage and hard to keep evidence traceable.
Role: UX lead for the workflow (prompt structure, output template, quality checks).
Outcome: Faster, more consistent research synthesis with clearer evidence trails (augmentation, not replacement).
Constraint / decision: Reliability risk → enforce structure + sources + spot checks.
UX • AI/agents • Research ops • Microsoft Copilot
Problem: High user effort in a regulated healthcare authorization journey with handoff friction.
Role: Service/UX lead (journey management, blueprinting, conversational patterns, governance).
Outcome: Measurable effort reduction and improved experience (+8 NPS-d).
Constraint / decision: Multi-stakeholder process → blueprint backstage before UI patterns.
Healthcare • Journey ops • Service blueprint • Conversational patterns
Problem: Insurer-driven structure and terminology caused cognitive mismatch (NPS-d −56).
Role: Lead UX/Service Designer + AI concept track (IA, terminology, prototyping, validation, alignment).
Outcome: NPS-d improved from −56 to +7 within 3 months, with reduced customer contact and an AI-ready structure.
Constraint / decision: AI trust varies → dual-mode interaction (click paths + AI support), not AI-only.
Healthcare • UX redesign • IA/terminology • Accessibility • AI-ready search
Kleine verbeteringen, groot effect
“Door kleine, gerichte verbeteringen te combineren met slimme technologie hebben we in korte tijd een groot verschil gemaakt voor zowel klant als organisatie.”