Facilitation
Innovation Hackathon
G-Star, 2022. Pitched, framed and facilitated an organisation-wide hackathon, and built the framework to re-run it.
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Work
Every project starts with the problem.
The process is the same every time: get the problem right, frame it as context, goals and constraints, then build with AI inside those lines. What makes it work is the judgement underneath: twenty years of ICT systems, UX and business constraints.
A game for kids
Learn to question and shape technology, not just use it
Kids are fluent users of technology and are rarely taught to spot bad design, or to imagine how it could work better. Techtok Missies walks a child through spotting a problem, designing a fix, and building it: the same three moves behind everything else on this site, pitched at a ten-year-old.
It does double duty: a zero-prep lesson a teacher can hand to a class, and a self-directed game for kids who want to keep going.
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Selected client work
Twenty years of enterprise UX
Leading research, design and facilitation inside large organisations, within real security, brand and stakeholder complexity. Three projects that show the range.
UX Research
Luxury Customer Research
De Bijenkorf, 2021. Led the cross-department research that made the luxury customer legible: personas, journey map, blueprint.
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UX Design
Navigation Redesign
De Bijenkorf, 2018 to 2019. Eight top-level categories became four worlds, research-led and A/B validated.
Read the caseAlso: connected-appliance UI concepts and packaging design at Whirlpool, UX design at Bestseller, and an ongoing UX/UI coaching role at Hogeschool Utrecht.
Built solo with AI
Personal projects
Each of these started as a problem of my own: trip links scattered across ten chats, a food diary I kept abandoning, health stats I wanted to actually enjoy looking at. I built them to fix that, and to stay hands-on with the parts that carry over to client work: real-time state, on-device data, cross-device sharing, AI vision.
Real-time multiplayer
Vibes
A work event needed an icebreaker that ran itself. I built one in a day, then shipped it to the App Store to learn the whole pipeline.
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On-device health data
Glimz
I wanted a lighter, friendlier way to read my own Apple Health data, without another tracker to feed.
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Cross-device sharing
Triptoi
My family shared dozens of trip links and I couldn't see any of it. So I built the map I wanted.
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AI vision
Eatspo
A food diary you type into is one you abandon. I made a photo-first one, and I still use it every day.
Read the caseWant something like this built for your team?
Every build starts the same way, with a Framing Session.