Optimizing UX, Team & DesignOps
Client
Role
Industry
Date
Reaching New Digital Milestones
In my role as a UX designer for various Kruidvat and Trekpleister e-commerce projects, I focused on improving the online shopping experience and the growth of the inhouse designteam.
I designed features that simplified and enhanced the shopping process, such as a more user-friendly customer area, the integration of various marketplace functionalities, and a smoother pickup and delivery flow. Additionally, I hired and guided a team of talented UX/UI designers in creating a new design system that would redefine both the e-commerce platform and further digital experiences.
Introducing New Ways of Working
One of my major contributions was implementing a new way of working at AS Watson. I introduced advanced design tools and established Kruidvat’s first-ever digital design system, which became the foundation for both the Kruidvat and Trekpleister brands. By incorporating prototyping and ensuring meticulous documentation, I helped streamline processes across teams. This approach not only supported development but also ensured long-term scalability and consistency throughout the design lifecycle.
Enhancing the Shopping Experience
In my role, I was deeply invested in improving the shopping experience for Kruidvat’s customers. I designed user-friendly features that made the entire process simpler and more enjoyable. This included building an intuitive member corner, integrating a newly launched marketplace, and refining the checkout process. Each feature I worked on was driven by user feedback and a deep understanding of customer needs, making the shopping experience more seamless and engaging.
Leading and Empowering the UX Design Team
As the UX lead, I introduced new methodologies that enhanced the team’s performance while fostering an environment of growth and collaboration. I actively coached and mentored junior and medior designers, helping them develop their skills and grow into their roles. Additionally, I was involved in hiring and onboarding designers, building a strong team that could drive innovation and excellence in UX. My leadership extended beyond the day-to-day, as I helped establish a culture of design excellence within the company.
Turning Strategic Ideas into Actionable Designs
One of my key responsibilities was translating business strategies into high-level design proposals. I created detailed UX designs for handoff to development, ensuring that the vision for the brand was always clear and well-communicated. As the UX lead for the Trekpleister brand, I managed the design team based in London, validating design concepts with stakeholders and making sure we were aligned on both business goals and user needs. Within the DevOps department, I became the go-to person for UX, constantly bridging the gap between design and business to drive successful outcomes.
Work experience
2025 - 2026
FNV
UX Strategy & Design
2024
UX Strategy & Design
UX Design
UX Community Lead
2023
UX Design & DesignOps
Design System
UX Strategy & Art Direction
2022
Securex
VU Amsterdam
UX Design & DesignOps
UX Design
UX Design
2021
This is Eindhoven
Vendit Crypto
Attipay Crypto
UX Research & Design
UX Design
UX Design
Art Direction & UX Design
2020
Bruna
RBX Active
UX Strategy & Design
UX Consultant
Art Direction & UX Design
2019
Driestar Hogeschool
Suzuki
UX Strategy & Design
UX Strategy & Design
UX Strategy & Design
2018
Suzuki
Plaisio
Top Employers
UX Strategy & Design
UX Strategy & Design
UX Design
2017
Kwantum
Plaisio
Mercury Ecommerce
UX Strategy & Design
UX Strategy & Design
Art Direction & UX Design
2016
Mercury Ecommerce
Transport & Logistiek Nederland
Kwantum
Art Direction & UX Design
UX Design
UX Strategy & Design
2015
UX Design
Art Direction & UX Design
Design & Gamification
2014
Life Online
Deli XL Bidfood
Travel Essence
Staatsloterij
Art Direction & UX Design
Art Direction & Digital Design
UX Design
Digital Design
2013
Nikko
Kikker
Wijzer in Geldzaken
Donald Duck
Digital Design & App
Digital Design & App
Art Direction & UX Design
Digital Design & App
2012
NRV Holiday
Wijzer in Geldzaken
Eva Sardinia
Digital Design
Art Direction & UX/UI Design
UX/UI Design
2011
Alta Genetics
Peak
SCCL
VAS
UX/UI Design
UX/UI Design
UX/UI Design
UX/UI Design
2010
Nibro
Eneco
Caiway
Art Direction & Design
Art Direction & Digital Design
Art Direction & Design
2009
Caiway
Avis
Rabobank
Art Direction & Design
Art Direction & Design
Art Direction, Gamification & Design
2008
Caiway
Siemens
KPN
Tristar
Art Direction & Design
Design
Digital Design
UX/UI Design
2007
Oxxio
Bureau Spoorbouwmeester
Prorail
Royal Haskoning
Art Direction & UX Design
UX/UI Design
UI Design
UI Design
2006
Oxxio
Frieslandbank
NIBC
Ministerie van Volksgezondheid, Welzijn & Sport
Art Direction & UX Design
UI Design
UI Design
UI Design
2005
Hunter Douglas
TU Delft
Ministerie van Verkeer en Waterstaat
UI Design
UI Design
UI Design
2004
De Hypotheker
The Royal Academy of Art
Giro 555
UI Design
Art Direction & Design
UI Design
2003
Simmer Boardstyle
Kasanderfilm
Rotterdam Marketing
Stichting Buddy Netwerk
Design
Digital Design
Design
Art Direction & Design