At CircuLaw I took on the role of Product Owner / Product Team Lead to help accelerate the transition to a circular economy. I built and led the product team, set the product vision and roadmap, and established the content management system and technical requirements. I introduced agile ways of working and ensured our delivery aligned with the strategic framework.

Activities

• Built and led a multidisciplinary product team
• Defined and prioritised a product roadmap aligned with strategic goals
• Set up a scalable CMS and translated user and legal needs into clear product requirements

Deliverables & Outcomes

• Released the platform from the ground up to beta, followed by multiple improvement cycles
• Operational CMS enabling autonomous content creation and publishing
• Agile ways of working embedded in the team
• A roadmap that connects pilot learnings to scaling opportunities

Value for the organisation

• A platform that runs efficiently with a skeleton team, reducing operational costs
• Stronger collaboration and clear handovers across disciplines, cutting time to market
• 60% reduction in time to publish new content, unlocking faster impact delivery

• Product owner
• Product team lead

www.circulaw.nl

 

At Ahold Delhaize, I led the Service Design team within the Digital Experience department (BECSE), responsible for delivering consistent and scalable user experiences across multiple brands and countries. I managed a team of around 15 designers and researchers, worked closely with product managers and delivery partner Epam, and helped shape features and services that made grocery shopping more seamless across Europe.

Activities

• Led a multidisciplinary design team (UX, UI, and research)
• Defined the product vision and roadmap across multiple product tracks
• Aligned workflows with our development partner for smoother collaboration
• Set up white-label service frameworks to be used across markets

Deliverables & Outcomes

• Introduced new ways of working to improve cross-functional collaboration
• Established alignment across European stakeholders on omnichannel product strategy
• Designed scalable, reusable services (e.g. loyalty, savings, in-store features)
• Set up a multi-brand design system to ensure consistency and efficiency

Value for the organisation

• Enabled faster rollout of white-label services across European markets, reducing time to market
• Improved collaboration and early handovers with development partners, cutting operational costs and speeding up delivery
• Delivered scalable, brand-flexible services that support long-term efficiency and user satisfaction

• Service Design Lead
• Lead Experience Consultant

www.delhaize.be

www.ab.gr

www.maxi.rs

www.albert.cz

www.mega-image.ro

As an experienced design leader, I’ve actively mentored designers at all levels—through formal programmes like Ladies that UX and informally within the diverse lead roles I've held across teams and organisations. My mentorship style is structured yet flexible: I work with mentees to co-create a format that fits their goals, challenges, and ways of learning. I'm known for a no-nonsense, empathetic approach—always aiming to cut through the noise, identify the core issue, and offer practical, actionable steps that build confidence and clarity. Whether guiding individuals through career transitions, levelling up design skills, or helping teams navigate complexity, I focus on growth that creates both personal and business impact. Please feel free to reach out if you feel I could be of help for you or your team.

Design mentorship

Reach for more info

Careermapping program

At the Dutch national Covid-19 Coordination & Information Unit, I worked as Design Strategist and Service Design Lead within Team Data & Design. I translated complex, high-stakes policy challenges into actionable design approaches. Using design thinking and sprint methodologies, we rapidly designed and tested interventions to support citizens during the pandemic.

Activities

• Translated policy goals into practical interventions and experiments to influence behaviour
• Facilitated collaboration between policymakers and public health organisations (e.g. RIVM, GGD)
• Applied design methodologies to co-create and validate impactful solutions under pressure

Deliverables & Outcomes

• Developed a behavioural matrix linking desired behaviours to policy and tailored interventions
• Created a framework to measure the effectiveness of policies, integrated into a PowerBI dashboard using multiple data sources

Value for the organisation

•  Enabled data-informed decision-making around behavioural interventions
• Boosted public awareness and understanding of behaviour that helps prevent Covid-19 spread
• Contributed to increased accessibility and uptake of vaccinations

Design Strategy

Design Thinking

Facilication

www.mijnvraagovercorona.nl

At Port of Amsterdam, I was brought in as Design Lead to embed design thinking into a newly formed agile team. Over the course of a year, we improved several key digital services — from launching a new website to redesigning arrival and departure flows — all aimed at better serving the many people working in or passing through the port area.

Activities

• Led UX improvements across multiple online services based on user research and stakeholder input
• Introduced agile ways of working and integrated design thinking into the team’s approach
• Set up a structured process for service and product development, grounded in analytics and experimentation

Deliverables & Outcomes

• Launched a new website with navigation based on user needs instead of internal silos
• Delivered new and improved digital services, including a company guide and arrival/departure tools
• Introduced a development process that prioritised evidence, rapid iteration, and measurable outcomes

Value for the organisation

• Shifted internal mindset toward digital-first services, enabling smarter use of FTEs
• Reduced friction in internal processes by improving flows and journeys, lowering operational costs
• Set the foundation for continuous improvement and customer-centric delivery

• Service design
• UX lead
• UX strategy & design
• UX research

www.portofamsterdam.com