Description

I help B2B SaaS and AI product teams turn complex, powerful software into something users actually understand and adopt.

After 10 years designing for fintech, global trade, and AI platforms - including leading product design at Sensible and SE Ranking - I know where enterprise SaaS loses people: onboarding that assumes too much, workflows built for engineers not users, and features that ship without validation.

I come in as a strategic partner, not a pair of hands. That means research, clear problem framing, and design decisions tied to retention and activation - not just screens.

Based in Amsterdam. Available for project work and ongoing collaborations.

Industry field of expertise

Languages

English
Native or bilingual
Dutch
Conversational

Workplace preferences

Remote only

Primarily works remotely

SE Ranking
SENIOR GROWTH PRODUCT DESIGNER
DIGITAL AND IT
January 2025 - Today (1 year and 5 months)
Amsterdam, Netherlands
Led mixed-method research and onboarding redesign for a 1M+ user SEO platform, increasing trial-to-paid conversion from 3.7% to 8.9% and reducing time-to-conversion from 6.8 to 3.5 days.
Combined analysis of 258K registered accounts with 20+ customer interviews and 10+ usability sessions to identify activation behaviors most strongly correlated with conversion.
Defined a staged activation journey around Setup → Aha → Habit, reducing onboarding friction and helping users reach product value faster.
Partnered with product, engineering, and data to turn research insights into hypotheses, prototypes, and experiments that improved activation and monetization.
Growth hacking User Research User Experience Design artificial intelligence Conversion Optimization
SENSIBLE
LEAD PRODUCT DESIGNER
DIGITAL AND IT
January 2022 - January 2025 (3 years)
San Francisco, CA, USA
Led discovery and product design for an AI-powered document processing platform, helping users extract structured data from complex documents more efficiently.
Designed the Sensible AI experience and human-review workflows, making AI output easier to understand, validate, and use in real document-processing tasks.
Built a self-service onboarding flow that reduced support requests and improved user adoption by 50%.
Redesigned the app’s navigation and created a scalable design system, improving clarity and consistency across the product experience.
Conducted user testing and translated research, technical constraints, and business priorities into clearer product direction for a complex AI domain.
AI Product design Product Development Figma SAAS
Silq
LEAD/FOUNDING DESIGNER
TRANSPORTATION
January 2020 - January 2022 (2 years)
San Francisco, CA, USA
Led end-to-end product discovery and design for Silq’s freight operations platform, replacing fragmented spreadsheet- and email-based workflows across global operations teams.
Reduced time spent managing purchase orders and shipments by up to 60% by redesigning core order-management and shipment workflows into a centralized platform.
Designed task-template and workflow configuration tools that cut setup time by 50% and reduced operator setup time for new workflows by 60%, improving consistency across regional teams.
Built and led the design team, hiring and managing 3 designers while raising design quality and strengthening user-centered ways of working.
Supported adoption across teams in Asia, the US, and the EU, improving coordination, transparency, and response time across suppliers, factories, and logistics partners.
Figma SAAS User Experience Design Design Thinking Product design