Digital Product / UX Specialist bridging business, IT, and user experience
I design and optimize digital platforms, processes, and customer journeys to improve usability, efficiency, and conversion.
What I actually do
UX & Product Design
User research, flows, prototypes, usability testing
Process & Platform Optimization
Improving workflows, systems, and internal tools
Conversion & Business Impact
Optimizing funnels, usability, and engagement
Real impact I’ve delivered
- Eliminated usability bottlenecks through targeted UX improvements in live platforms
- Reduced inefficiencies in cross-team collaboration by restructuring workflows and handovers
- Delivered end-to-end websites (design → build) focused on guiding users toward conversion
- Established scalable structures for platforms and content, improving long-term maintainability
- Improved clarity and consistency in digital and visual assets, making content easier to use and manage
Case studies
FloraNL
At FloraNL, I worked at the intersection of business, IT, and UX to improve platform usability, internal processes, and overall efficiency for a nationwide florist network.
The challenge
The platform and internal workflows lacked structure and efficiency, causing friction in daily operations and making it difficult for teams to manage, scale, and collaborate effectively.
My approach
I focused on identifying high-impact improvements and translating complex business and technical challenges into practical, scalable solutions, while aligning stakeholders across IT, marketing, and operations.
What I did
I analyzed and improved internal workflows, reducing friction and increasing productivity across teams. By aligning processes between IT, support, and marketing, I helped create smoother collaboration and clearer responsibilities.
I designed and developed websites in Umbraco, ensuring seamless integration with existing order processing systems. In addition, I created and structured visual assets including folder systems, banners, custom Bloemenboxx cards, and print materials to improve consistency, usability, and brand alignment.
VWE Automotive
At VWE Automotive, I designed and built conversion-focused websites for automotive clients, working in an agile environment from concept to live implementation.
The challenge
Dealer websites often lacked structure and effective lead funnels, while some dealerships didn’t have a website at all and needed a complete digital presence aligned with their physical showroom and brand identity.
My approach
I approached each project from both a UX and business perspective, focusing on creating clear structures, intuitive user flows, and conversion-driven layouts that align with dealership goals.
What I did
I created wireframes and high-fidelity designs in Figma, focusing on clear navigation and structured layouts. For dealers without an existing website, I designed a complete online presence based on the look, feel, and branding of their physical shop.
I built the websites myself in WordPress using Elementor, translating designs into responsive, fully functional pages. This ensured consistency between design and implementation while allowing for efficient iteration and delivery.
Curious to learn more?
I’ve worked on additional projects across UX, systems, and internal tools — happy to walk you through them.