I started in web design 20 years ago at an agency in Amsterdam. Built websites. Learned what worked. Learned what didn't.
Then I went in-house. MediaMonks, working on ADIDAS and LEGO. ORTEC, designing logistics software for Shell and IKEA. Financieel Dagblad, building design systems for the Netherlands' leading financial newspaper.
Twelve years ago I went freelance. Worked with PWC, Vodafone, Philips, and dozens of other brands. Ran workshops. Got certified. Became one of twelve Miro Experts in the Netherlands.
But here's what I noticed: The companies that got the best results weren't the ones with the biggest budgets. They were the ones who understood their customers through user research, scalable design, and conversion optimization.
That's what I do now. I help e-commerce brands understand why customers don't buy, then I design the fixes.
