Currently I'm working as a

Lead CX Strategist at VMLY&R

Taking our clients' customer experiences to the next level.

Previous experience

Guerrilla Games

September 2018 - December 2018 Amsterdam, the Netherlands

Experience Designer

  • Designed interface concepts for Sony Playstation’s Horizon 2: The Forbidden West/li>
  • Created interactive prototypes to convey interactions, screen flows, and animations
  • Contributed to the design of game mechanics and features using design thinking methodologies

ABN Amro

November 2017 - November 2018 Amsterdam, the Netherlands

Service Designer / Initiative Lead

  • Identified the Jobs To Be Done of SME clients and used these insights to identify new business opportunities and features
  • Facilitated a strategic design sprint to identify commercial opportunities leveraging platform design
  • Lead one of the platforms initiatives to identify new business opportunities and service models through Lean Startup methodology
  • Facilitated workshops with a tech startup to explore new business models and value proposi- tions, which ultimately founded a JV between ABN Amro and the tech startup


August 2017 - November 2017 Amsterdam, the Netherlands

Service Designer

  • Identified the needs and pain points of customers during their online orientation and buying process
  • Set up a user testing approach for the product teams
  • Proposed a new experience design concept for online brand and product orientation

Air France-KLM

January 2017 - July 2017 Amstelveen, the Netherlands

Service Designer

  • Facilitated creative workshops for various projects to set product vision and strategic direction, and road map formation
  • Designed web portals for on-board and lounge connectivity services, driving sales and raising brand exposure
  • Conducted user research to identify needs, define the UX strategy, and validate solutions


June 2016 - December 2016 Amsterdam, the Netherlands

CX Consultant

  • Worked closely with client stakeholders to design new concepts for digital channels supporting online sales processes
  • Creative lead and direction for a small design team in various project phases
  • Defined the strategy for a component library and way of working of design teams

KBC Banking & Insurances

August 2014 - May 2016 Leuven, Belgium

Experience Designer

  • Established and maintained style guide for digital Savings & Investments touchpoints as UX Lead
  • Conducted research studies and workshops with clients and stakeholders for design exploration & validation
  • Created and validated new concepts for digital and nancial products & services

Cheil GmbH

June 2014 - July 2014 Düsseldorf, Germany

User Experience Designer

  • Proposed new concepts and features for Lufthansa’s travel guide platform
  • Aligned ideas with business stakeholders
  • Created concept designs for desktop and mobile devices

Philips / TP Vision

January 2012 - May 2014 Eindhoven & Amsterdam, the Netherlands

Interaction Designer

  • Designed mobile companion apps for Philips TVs
  • Conducted design research in user interfaces for 3D TVs
  • Designed user interfaces for SmartTV services

Eindhoven University of Technology

October 2010 - October 2012 Eindhoven, the Netherlands

User-System Interaction Researcher

  • Attended courses and workshops from renowned industry professionals
  • Followed soft-skills and professional development training
  • Investigated and improved MRI data visualisation tool for medical research departments