About me.

Laura Rademaker

Hi, I'm Laura Rademaker.


I empower others to unleash their creativity.

With nearly 20 years of UX design experience, I specialize in guiding cross-disciplinary teams through product discovery, design, and delivery. My expertise lies in uncovering user needs, solving complex problems, and achieving shared visions.


Originally from the USA and now located in the Netherlands.


Years of Experience


Years in E-Commerce


My core expertise.

User Centric

I lead with a holistic, data-driven approach to solve user problems while achieving business goals.

Design Thinking & Agile

I drive a lean, iterative mindset within teams to deliver ongoing value and meet customer needs effectively.

Creative Collaboration

I unite diverse teams to collaborate on exciting projects, ensuring inclusivity and value for everyone.


Featured publications.

Contentsquare Measuring CX

Google’s HEART Framework: A Holistic Approach to Customer Research (G-Star)

written by Contentsquare

Read now
Design Sprint

6 tips for a productive remote design sprint
(De Bijenkorf)

article on Medium
Read now
Design System

4 Steps in our Design System Journey
(De Bijenkorf)

article on Medium
Read now


  • September 2023 - PresentHogeschool Utrecht, NL
    Coach and Expert UX/UI Open-ICT

    Guiding students in agile, multidisciplinary teams to deliver products for Dutch businesses. Using my expertise to enhance teamwork and technical skills.

  • May 2021 - June 2023G-Star RAW, NL
    Global UX & PO Manager E-Commerce (Head of Product)

    Oversaw a team of customer-centric Product Owners & UX Designers, optimizing e-commerce (web & app). Defined shared product vision and roadmap, delivering solutions that drive business value.

  • September 2018 - April 2021De Bijenkorf, NL
    Senior Product Designer

    Led product discovery and design in cross-functional scrum team, shaping vision and roadmap with Product Owner. Improved UX processes with Design System and structured research, focusing roadmap across teams.

  • March 2015 - August 2018Bestseller, NL
    UX Designer

    Established DesignOps standards for UX team, ensuring consistent, validated web and app solutions. Implemented customer-centric redesign for 17 brand website platform.

  • April 2011 - March 2013Whirlpool Corporation, USA
    Strategic Interaction Designer

    Defined interactions for digital touch points on home appliances, following a user-centered approach from initial story board concept to final high fidelity prototype user testing.

  • May 2009 - August 2009Oxygen Media, NBC Universal, USA
    Digital & New Media Intern

    Researched SEO for oxygen.com goals, creating user guide. Produced Drupal site management wiki and conducted training.

  • June 2005 - February 2011VoyageurWeb, USA
    Project Manager / Interaction Designer

    Managed web projects from startups to large custom solutions. Collaborated with clients to assess needs and deliver solutions. Led quality assurance, database planning, web standards research, and UI design.


  • 2008 - 2009University of Michigan, USA
    Master of Science in Information, Human Computer Interaction

    Relevant courses: Analysis and Design of Online Communities, Evaluation of Systems & Services, Human Interaction in Information Retrieval, Interface and Interaction Design.

  • 2001 - 2005Minnesota State University, USA
    Bachelor of Science, English Technical Communications

    Activities and societies: Graduated Magna Cum Laude in English, minors in Art and Marketing. Presented at the 2004 Undergraduate Research Conference. Awarded McNair Scholar 2004.

Featured projects