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-d, −0.7 CES, +50% accessibility score
Domains: insurance/healthcare, enterprise portals, international programs
Certifications
Nielsen Norman
Certified User Experience
Human Factors
Certified Usability Analyst (CUA)
Interaction Design Foundation
UX Design & UX Research & UX Strategy
& Service Design.
Product Focus
Certified Product Manager
What I solve / how I work / what changes
What I solve
Cognitive mismatches between internal structures (policy/cost categories) and user mental models.
Fragmented journeys across channels, teams, and legacy backends.
“AI-first” pressure: deciding where AI helps vs. hurts, and designing safe dual-mode interfaces.
How I work (signature loop)
Diagnose (data + heuristics + research) → Align (workshops + service blueprint) → Design (IA + prototypes) → Validate (usability + KPI tracking).
What changes
Clearer navigation + terminology, shorter paths to answers, measurable lift in satisfaction and reduced contact volume.
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
Tools
Figma, TheyDo, GA/Clarity/PowerBI, Miro/FigJam, UserTesting/Lookback,
Jira, WCAG, ZeroHeight
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
Signature example — Accessibility uplift program (WCAG 2.1 AA)
Accessibility uplift across a platform (WCAG 2.1 AA)
Problem:
Accessibility quality was inconsistent across flows and components, creating risk, rework, and uneven user experience.
Role:
UX lead for accessibility delivery—aligning teams on standards, patterns, checks, and practical implementation steps.
Outcome:
~50% improvement in accessibility score and a scalable approach teams could reuse beyond a single project.
Constraints / key decision:
Multiple teams + shared components → standardize patterns and governance (not one-off fixes).
NDA note (one line):
Project details and internal screens are protected; the case focuses on decision logic, constraints, and outcomes.
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