I enjoy crafting high-end holistic customer experiences and helping teams to do so too.

For me, design is the bridge between human needs, businesses and technology. As a product can only be successful if it meets the needs of people, I design aiming for value and lead teams to do the same.

About 15 years ago I graduated with the belief that good design is about much more than how it looks. At BMW Group, I designed user experiences involving all senses, mainly for electric vehicles such as the i3 and i8. I had a great time working with very motivated and smart people to help grow the user-centric design approach in an area that is complex and technology-heavy. As this was uncharted territory for everyone, I pioneered the processes, methods, tools and relations needed to make it work. I got a kick out of diving into a complex challenge and coming out the other end with an elegant, simple solution that is both functionally and emotionally delightful.

After a great time in Germany I said goodbye to my lederhosen and moved back to The Netherlands and led UX teams and projects at Mirabeau. Working with a broad spectrum of clients in different domains I learned that people are also at the center of making a project successful. So as the scale and impact of the projects grew, I enjoyed that my role evolved from doer to lead, pathfinder and coach. Ultimately I was granted the opportunity to be the design director of the experience strategy & design department of Cognizant in the Netherlands where I focused on enabling passionate designers across five teams to grow and do their best work.

During my corporate career one thing became very apparent to me: every company profits from design and therefore design should be part of every company. That inspired me to co-found Design-Well; a design consultancy that helps your company make the best use of the power of design.