Helping organisations improve digital products through product discovery, UX strategy and customer-centred design.

• Advising businesses on improving product adoption and customer experience.
• Conducting UX audits and identifying opportunities to simplify complex digital journeys.
• Supporting teams with product innovation.
• Facilitating product workshops and discovery sessions.

Led product strategy and end-to-end product design for Foodbytes, Rabobank?s global innovation platform connecting startups, corporates and investors.

• Delivered five web applications serving 6,000+ users and startups from 80+ countries.
• Contributed to lean product discovery, validating opportunities through user research and rapid experimentation.
• Partnered with Product Owners, Engineering, Marketing and Leadership across three countries to align business priorities with customer needs.
• Established a scalable design system that improved consistency while ensuring WCAG accessibility compliance. 

AI Innovation

Co-created AutoEntry, a generative AI solution for financial data processing.

• Delivered a validated MVP within 48 hours.

Helped shape the digital experience for one of Europe?s largest fitness platforms, serving millions of members across mobile products.

• Helped grow the digital platform from 850K to 4.2 million users across six countries.
• Redesigned underperforming customer journeys using research and behavioural insights.
• Led discovery and end-to-end design for onboarding, account management, coaching experiences and workout planning.
• Introduced a company-wide design system and mentored junior designers.
• Worked closely with Product Leadership, Data Science and Engineering to drive product decisions.