Maarten with short hair and a light beige collared shirt, standing indoors with a blurred window and green trees in the background.

About me

Senior UX & Service Designer for complex, regulated services and platforms.

I turn complex domain logic into intuitive journeys and AI-ready interfaces—measured in NPS/CES, adoption, and reduced support demand.

15+ years in enterprise + public-sector UX/service design
Outcomes: +8 NPS, −0.7 CES, +50% accessibility score
Domains: insurance/healthcare, enterprise portals, international programs

The signature loop

1) Diagnose

Evidence scan (experience metrics, behavioral data, support signals, and heuristic review) to define the real constraint and success metric.

Outputs:
Problem frame • Success metrics • Constraints list

2) Map the system

Journey + service blueprinting to connect user intent to backstage rules, teams, and handoffs—so design decisions remain traceable.

Outputs:
Journey/blueprint • Mental-model mapping • Decision points

3) Prototype & test

Rapid prototypes to reduce uncertainty (navigation, terminology, scanability) and validate direction before build.

Outputs:
Prototypes • Test insights • Prioritized changes

4) Land & scale

Implementation handover + governance/DesignOps so improvements stick across teams and remain measurable over time.

Outputs:
Shipped change • Patterns/guardrails • Monitoring plan

Experience highlights

a.s.r. (2023–now) — Service design + journey optimization + AI-enhanced flows; measurable NPS/CES impact; DesignOps/chapters

WCC (2020–2023) — enterprise software, global stakeholders, intercultural programs, mentoring

Valamis / Componence (2011–2020) — Liferay portals, healthcare + enterprise clients incl. KLM; research + blueprinting

Pantheon (2006–2010) — UX/UI + optimization

UXImpactLab (2020–now) — consulting/training

Thought leadership

Nov. 2025 – ICEM Amsterdam Summit
Van klantreizen naar systemen: hoe AI service design verandert in een lerend ecosysteem

Juni 2025 – a.s.r. Design Symposium
Service Design in de Zorg – van blueprint naar gedragsverandering — presentatie over de service design-trajecten Zorg Overeenkomsten en Zorg Machtigingen, met nadruk op hoe ontwerpprincipes zijn vertaald naar meetbare gedrags- en procesverbeteringen. Tevens verantwoordelijk voor het ontwerp en de begeleiding van een Service Design-workshop én het dagvoorzitterschap van het symposium.

Jan. 2025 – ICEM London Summit
UX Storytelling in Complex Environments