About

Product Designer specializing in complex workflows and scalable digital products.

I design digital products across enterprise, B2B, and B2C environments, focusing on clarity, usability, and impact. My work transforms complex workflows, information-heavy systems, and business requirements into structured experiences that help users make confident decisions.

I've worked on commerce platforms, sales tools, operational systems, and customer-facing experiences, collaborating closely with product managers, engineers, and domain experts to deliver scalable solutions from discovery to implementation.

Based near Amsterdam.

2023 — Present

Product Designer | Heineken

Distributor Platform

Designed complex workflows and management experiences for distributors, supporting customer management, ordering processes, and operational efficiency across the distribution network.

Product Card Ecosystem

Led the redesign of the product card ecosystem, establishing scalable patterns for product discovery, information hierarchy, and consistency across customer experiences and product orders more effectively.

B2B Ordering Platform (DOT)

Designed information-rich experiences for large-scale B2B markets, including Nigeria and Vietnam, helping sales and operational teams manage customers and product orders more effectively.

B2B Ordering Platform (Brazil)

Designed improvements for a legacy B2B ordering platform serving Brazilian outlet owners, focusing on workflow efficiency and modernization opportunities.

Field Sales Platform

Led the design vision for a new sales representative experience, redefining workflows, information architecture, and product foundations for field sales teams.

B2B Ordering Platform (Salesforce)

Worked on a legacy ordering platform used by outlet owners to purchase beverages, focusing on usability improvements and supporting the transition toward a more modern product experience.

2022 — 2023

Product Designer | Coolblue

Cross-Sell & Product Discovery

Designed customer-facing experiences that improved product discoverability, supported purchasing decisions, and increased visibility of relevant complementary products.

Installation Services Content Management

Redesigned internal tooling and content structures for managing installation service attributes and customer-facing USPs, creating a more scalable and maintainable content foundation.

Installation Services

Designed experiences that improved purchase confidence for built-in appliances by helping customers better understand installation requirements and product compatibility.

Skills

Discovery & Problem Exploration

I start by understanding business goals, user needs, workflows, and operational constraints before exploring solutions.

Discovery & Problem Exploration

I start by understanding business goals, user needs, workflows, and operational constraints before exploring solutions.

Product Definition & Validation

I translate insights into clear product directions, defining concepts, requirements, and success criteria through collaboration, testing, and iterative validation.

Product Definition & Validation

I translate insights into clear product directions, defining concepts, requirements, and success criteria through collaboration, testing, and iterative validation.

Problem Framing & Alignment

I help teams align around complex challenges, creating shared understanding across product, engineering, and business stakeholders.

Problem Framing & Alignment

I help teams align around complex challenges, creating shared understanding across product, engineering, and business stakeholders.

UX Research & Testing

From user and stakeholder interviews to workflow analysis and usability testing, I use research to uncover insights, validate assumptions, and inform product decisions.

UX Research & Testing

From user and stakeholder interviews to workflow analysis and usability testing, I use research to uncover insights, validate assumptions, and inform product decisions.

Information Architecture & Systems Thinking

I structure complex information, workflows, and product ecosystems into intuitive experiences that support efficient decision-making.

Information Architecture & Systems Thinking

I structure complex information, workflows, and product ecosystems into intuitive experiences that support efficient decision-making.

Cross-Functional Collaboration

I work across disciplines, partnering with product managers, product owners, engineers, business analysts, domain experts, and leadership to build shared understanding and deliver scalable product solutions.

Cross-Functional Collaboration

Enterprise, B2B & B2C Product Design

Experienced in designing customer-facing experiences, commerce platforms, and enterprise tools for sales representatives, distributors, and operational teams.

Enterprise, B2B & B2C Product Design

Experienced in designing customer-facing experiences, commerce platforms, and enterprise tools for sales representatives, distributors, and operational teams.

Skills

Discovery & Problem Exploration

I start by understanding business goals, user needs, workflows, and operational constraints before exploring solutions.

Product Definition & Validation

I translate insights into clear product directions, defining concepts, requirements, and success criteria through collaboration, testing, and iterative validation.

Problem Framing & Alignment

I help teams align around complex challenges, creating shared understanding across product, engineering, and business stakeholders.

UX Research & Testing

From user and stakeholder interviews to workflow analysis and usability testing, I use research to uncover insights, validate assumptions, and inform product decisions.

Information Architecture & Systems Thinking

I structure complex information, workflows, and product ecosystems into intuitive experiences that support efficient decision-making.

Cross-Functional Collaboration

Enterprise, B2B & B2C Product Design

Experienced in designing customer-facing experiences, commerce platforms, and enterprise tools for sales representatives, distributors, and operational teams.