01
Discovery
Understanding the context
Every great design starts with understanding the user and their context.
What I do
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Conduct in-depth user research, including interviews, observations, and surveys.
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Facilitate stakeholder sessions to clarify objectives and expectations.
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Analyze data to uncover trends, patterns, and pain points in the current customer journey.
Example Project
At Priva, I conducted user research with engineers to understand how they design climate control systems. Insights from interviews led to an intuitive prototype that reduced the process time.
02
Define
Identifying pain points and opportunities
Translating insights into clear design challenges.
What I do
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Develop personas and scenarios to visualize customer needs.
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Craft clear problem statements using frameworks like How Might We (HMW).
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Prioritize opportunities based on impact and feasibility.
Example Project
For Priva, I combined customer feedback and business goals into a service blueprint that identified the relation between the different Priva products and their different user groups.
03
Ideation & Prototyping
Creating solutions
Turning ideas into tangible concepts ready for testing.
What I do
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Facilitate brainstorming sessions with multidisciplinary teams.
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Rapidly create prototypes using tools like Figma and Sketch.
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Test concepts with users, gather feedback, and iterate based on results.
Example Project
At ABN AMRO, I developed a prototype for a the new proposition Friendlier Future. This prototype was used for user validation. Insights that were directly integrated were used to optimize the new proposition.
04
Implementation
Translating concepts into results
The step where ideas come to life.
What I do
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Collaborate with development teams to implement designs.
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Set measurable objectives (e.g., KPIs such as customer satisfaction or process efficiency).
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Continuously monitor impact and optimize after launch.
Example Project
At Nationale Nederlanden, the insights from research and ideation were directly translated into actionable design outputs. I developed detailed high-fidelity designs that addressed the identified user pain points and opportunities. These designs served as a blueprint for the development team, enabling them to seamlessly implement new features that improved the overall user experience