My Career

In my teenage years, I wanted to make things work.
In my early 20’s, I wanted to make things pretty.
In my late 20’s I wanted to make things useful.
In my early 30’s, I wanted to make things meaningful.
In my late 30’s, I want to enable others to make things meaningful.

1. Primary School

I delivered my first pixel perfect design when my class won the Dutch championships apple mosaic. My design laid out all apples perfectly, illustrating Dutch folklore, including the (in)famous wooden shoes and tulips.

I am the body being lifted up. 😀

2. Secondary school

I had the privilege to shadow my dad, who ran an advertisement agency. He taught me the power of communication and visual design. I taught him “the internet”. His clients wanted to jump on the 90’s internet-bandwagon, which gave me an opportunity to design and develop their corporate websites.

3. College

I completed my interaction design degree at the University of Applied Sciences in Amsterdam, while working a part-time job as a (web)designer and developer at a digital agency.

4. First full time job

The trust that I earned during my first professional years, gave me an opportunity manage a diverse portfolio of clients in my late 20’s. Together with them, I designed a great variety of web-based applications. In parallel, I managed a development team that delivered these products.

5. Freelance life

My Dutch life gave me meaningful experiences but the world has more to offer. I found a variety of UX consultancy opportunities, from big organizations like the European Union to small start-ups and worked in countries like Malta and India.


Understanding domestic societies on their own is enriching but working in an international organization, where different cultures come together, makes you really understand diversity. I feel privileged to help an organization like CERN – that helps the world move forward through science – improve their digital products and help them optimise the way their product teams collaborate.


Design leadership means finding a balance between the design craft and the employee experience. Having the best the design approach in place isn’t worth much if talent decides to leave.
I help organizations design better products, but I also support management in looking beyond performance dashboards to ensure human centred decision making.
We don’t have to compromise on our people to increase our profit. The more we care about our talent, the more they excel as individuals and in a team. Better products and higher talent attractiveness are the outcome.

Have a look at my LinkedIn profile for my full career overview.