Working on the modernization of a mission-critical operational platform, I expected to spend most of my time designing screens. Instead, I found myself mapping workflows, connecting fragmented information and understanding how decisions ripple through an entire operation. The interfaces mattered, but the real design challenge was creating shared context that helped people work together with confidence.
Along the way, I contributed to several product teams: helping modernize legacy workflows, rethinking how planners could manage large groups of related schedule issues instead of individual cases, and exploring new ways to present operational context so people could make better-informed decisions. Contributing to the replacement of software that had supported operations for nearly four decades fundamentally changed how I think about enterprise UX. Sometimes the biggest design improvements aren’t visible on the screen at all.
My role was Product Designer: Process Design (Design Thinking), Interaction & Visual Design, Concept Design, Stakeholder Workshops.
When I challenged the Design System team to adopt design principles for application design (enterprise UX)
When I joined LeasePlan, the design team started developing a Design System. The efforts were mainly focused on their customer-facing websites or mobile applications. The components, such as tables, buttons and filters, were bright and fancy but chunky.
The more I thought about it, the more I realized we had to adopt a different mindset about designing internal applications for data processing. A project for improving data tables was my the perfect opportunity to go on a crusade to optimize components for application design.
My role was Product Designer: Delivering Interaction & Visual Design, Prototyping, User Testing, Information Architecture, Stakeholder Interviews.
enterprise ux case study 2024
The Compare Tool that reshaped the peer-review process at LeasePlan
When I designed a site for students to remotely see how studying in Utrecht would be like.
During the pandemic, prospect students couldn’t come over to the campus and explore what their student life in Utrecht would be like. In 12 weeks time we designed, tested and developed an online campus, just in time for the first stream of potential students.
In my role as UX Designer, I gathered requirements of the user and the University and translated them into a concept that would fit within the UU Design guidelines. The prototype was tested with a panel of students. With the findings, we developed the first version of the online campus.
My role was Product Designer: Delivering Interaction & Visual Design, Prototyping, User Testing, Information Architecture, Stakeholder Interviews.
When I juggled multiple Continuous Delivery teams, shaping the entire customer journey for this omni-channel DIY chainstore.
As the only designer in the organisation at the time, I was a part of 3 continuous delivery teams, and responsible for all online touch points of the Intergamma brands Gamma and Karwei, both for web and app. During my time I managed to significantly improve the usability and design some interesting conversion optimization hypotheses that lead to increase of revenue.
Projects that I am particularly proud of:
Improving the Usability of the websites mobile experience, leading to a special mention in the 2018 Google Mobile Usability report.
Winning a DDMA CRO Awards, for an improvement that lead to 3,3% increase of online revenue without decreasing offline profits.
Designing and building a "click & collect" flow within record time, just before all stores were closed for lockdown.
Paint configurator, a known frustration was the user flow of visiting the store to get paint-swatches, go home only to return later to get the paint mixed. Now customers can order custom paint online, saving them the extra trip to the store.
Improvements to the cart, checkout and rental flows.
My role was Product Designer: Delivering Interaction & Visual Design. Gather business, user and technical requirements; design proposals for AB testing, align with PO and stakeholders, test prototypes with users, write user stories and build a Design System to improve developer handover.
When my rapid prototyping skills came in handy to onboard stakeholders
I was hired for a project designed to enable Small Business owners to manage their own data registered at the Chamber of Commerce and to manage stakeholder expectations over the process.
After an intensive period of gathering the business, user and technical requirements, I designed a concept to demonstrate to stakeholders. I delivered a testable prototype and prepared user stories for the development team.
My role was Product Designer. Delivering: Interaction & Visual Design. Prototypes. Stakeholder management. User stories. Service Blueprint Design. Design System Components.
The designing dashboards and leaning on privacy-by-design helped this startup find launching customers and more funding.
A startup based on academic research with a complicated product idea, but no product/market-fit. By listening and asking 1001 questions, I could point out some of the pain points for their users. They asked me to redesign their tooling, a questionnaire and dashboards, which helped them get launching customers. After identifying the right metrics I was able to visualize their funnel and begin to optimize based on the right data, which help them in their next funding round.
My role was Product Designer: Delivering Interaction & Visual Design. Conversion optimization. Design Thinking. Prototyping. Privacy by Design.