I help organisations turn strategic ambition into meaningful change.

Most complex design problems aren’t really design problems. They’re strategy, organisational and alignment problems, and that’s where I work.

I help complex organisations turn ambition into action by connecting strategy, design, product and delivery. I bring clarity to messy problems, align people around what matters, and create the structure and momentum needed to make change happen.

With 30 years across UX, CX, product and service design, I can move between strategic direction and practical delivery: shaping a vision and roadmap, leading multidisciplinary teams, improving ways of working, or designing and testing new services and interventions.

I work best where the challenge is complex, the path isn’t obvious, and progress depends on getting people and perspectives moving in the same direction.

 

+31 6 43 20 51 93

www.linkedin.com/in/andreavos

Hire me for

Strategy & leadership

When: Ambition is clear, but the path forward isn't. I turn strategic ambitions into clear choices, priorities and roadmaps. I connect leadership, product, design and delivery perspectives to create alignment and give teams the direction they need to move forward. What you get: clarity on where to focus, what to prioritise and how to turn strategy into action.

Building capability

When: Capable teams are struggling with friction, complexity or unclear ways of working. I help organisations create the conditions for teams to perform, from team leadership and design operations to processes, collaboration and capability building. I bring structure without unnecessary bureaucracy and help teams become more autonomous and effective. What you get: stronger teams, smoother collaboration and an organisation better equipped to sustain change.

Design for transformation

When: The problem is complex, the answer isn't obvious, and change needs to work in the real world. I investigate root causes, connect perspectives and turn insights into practical interventions. From products and services to behavioural and systemic challenges, I bring research, design and experimentation together to make change tangible and testable. What you get: a deeper understanding of the problem, tangible ways forward, and solutions that can be tested, improved and scaled.
Dark Matter Labs & Gemeente Amsterdam
Accelerating circular law into action

THE CHALLENGE

From a promising concept to a scalable product.

CircuLaw needed to turn its ambition into a working platform. I joined as Product Owner & Product Team Lead, bringing together legal expertise, user needs, technology and content in a complex public-sector environment. The challenge was to create the product while also establishing the team, structure and ways of working needed to take it forward.

WHAT I DID

I created clarity, structure and momentum.

I set the product vision and roadmap, built and led a multidisciplinary team, and introduced agile ways of working. I translated user and legal needs into product requirements and established a scalable CMS and technical foundation. I connected product decisions to the wider strategy, using learning from pilots and beta releases to prioritise what came next.

OUTCOMES

A scalable product with lasting capability.

CircuLaw progressed from the ground up to beta and improvement cycles, with an autonomous CMS and a roadmap connecting pilot learning to future scaling. The new product structure and ways of working improved collaboration and handovers, while enabling the platform to operate with a lean team. The result was not just a digital platform, but a product capability and operating model that could continue beyond my involvement.

WHY IT MATTERED

  • 60% faster time to publish content
  • Lean operation; platform runs with a skeleton team
  • From concept to beta; product built from the ground up
  • Built for scale; reusable CMS, roadmap & product foundations

www.circulaw.nl

 

Met Andrea krijg je veel meer dan slechts een 'uitvoerende' product owner, maar een senior professional die het leuk vindt om te laveren tussen "strategizen" enerzijds en het samen met haar product team concreet neerzetten van resultaten anderzijds ("lekker knallen").
Read more recommendations
Arjan Hassing
Program Lead Circulaw
Gemeente Amsterdam
Slijpstof / Changency / Gemeente Amsterdam
Circular behavior in stressfull situations
For the Rethink consortium with Changency and Slijpstof, I joined this project as a social designer and researcher to investigate how the moving moment could be used to encourage circular behaviour. Moving home is one of the most stressful life events, and that stress reliably pushes people toward the easiest option: throwing things away. Working in Amsterdam Nieuw-West, where forced relocations due to urban renewal create a predictable pattern of mass disposal, I conducted research into the structural barriers that keep circular alternatives out of reach.

Activities

  • Conducted qualitative research into moving behaviour and decision-making patterns in Amsterdam Nieuw-West
  • Identified and mapped the structural barriers preventing circular choices during relocation
  • Co-designed interventions together with Changency and Gemeente Amsterdam
  • Facilitated collaboration between designers, civil servants, housing corporations, and residents to ground solutions in lived reality

Deliverables & Outcomes

  • Research findings identifying three key behavioural patterns: stress-driven decision-making, lack of local knowledge, and mobility barriers
  • Eerste Hulp bij Verhuizing: a modular, neighbourhood-tailored toolkit that makes the circular choice the visible and easy one
  • Positive initial test results, with a clear pathway to scale across other districts

Value for the organisation

  • Demonstrated how human-centered design can shift circular behaviour without adding pressure to already-stressed residents
  • Delivered a modular toolkit that is low-cost to adapt per neighbourhood, with high potential for replication
  • Service & social design
  • Design research
  • Intervention design
  • Prototyping, iteration & validation

Read more about EHBV
Watch video

Ahold Delhaize
Seamless grocery shopping
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

on demand
Design Mentorship
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

The sessions we had were thoroughly structured and that's what I really liked the most. Every session led to another objective and build-up, which could be quite useful if you are still discovering what you want to do and what you are good at.
Read more recommendations
Oguz Boz
Senior Product Designer
Decathlon
Ministerie van VWS
Co-creating COVID 19 interventions
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

Andrea is very all round, open minded service designer that any team wishes for! Her prime skill is she can level with everyone, maintaining the sharp eye and gut feeling to define blind spots and fresh opportunities. She is not afraid at all to jump on board and find the steering wheel.
Read more recommendations
Tamas Erkelens
Manager(MT-lid) Covid-19 Coordination
Ministerie van Volksgezondheid, Welzijn en Sport
Port of Amsterdam
Facilitating fluid harbor processes
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

From the start Andrea 'claimed' her role in the team and added value with her pragmatic attitude, social competencies and strategic in-depth knowledge of UX. It was a pleasure working with Andrea.
Read more recommendations
Arjen de Vries
Interim Digital Marketing
Port of Amsterdam
KLM
Optimisers and big data
As the Service Design lead in the Operation Decision Support unit, it was my responsibility to improve the flow and usability for the optimisers. Optimisers support KLM staff in complex and often urgent decision-making processes. Working on optimisers means working with the latest (big) data technology. Laying the foundation for granular user insights, and structurally collecting feedback was part of this challenge. In a fast paced environment, being pragmatic about the balance between research and solutions was imperative.
  • Service design
  • Information architecture
  • User research

Read more about optimisers

 

 

Andrea works for