Cases
Real results from e-commerce UX audits, conversion optimization, and design projects.
Case studies
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Taking a 50-year-old brand digital first, without a rebuild
Design system, homepage, listing and product pages for a B2B webshop, designed for the platform it runs on today.
Wildkamp · 2026
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Found the Leak. Fixed the Checkout.
A 151-day deep-dive across GA4, session recordings and UX heuristics. Surfacing five high-impact opportunities worth more than €2M in recoverable revenue.
HansVoortman · 2026
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From a 27-chapter brief to a build-ready MVP in three weeks
Design system and core flows for an AI contract-compliance platform.
Aantoon · 2026
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A product page for rings you can’t try on first
Shopify product page redesign for handmade rings: ring size and sizer, engraving, materials and price, with one template per product type.
Jewelry By Johan · 2026
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A B2B Shopify shop, designed for the buyer who reorders
UX/UI review, header and footer and a Figma design system, then the registration form, the cart, a quick order list and the emails.
Wilweb · 2026
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Spring cleaning De Online Drogist backed by Research
De Online Drogist is one of the largest ecommerce platforms in the Netherlands. Despite their scale and success, their digital experience was cluttered, inconsistent, and weighed down by years of UX debt. When I first opened the site, I couldn’t believe my eyes. So much low-hanging fruit. So many quick wins. The best part? They were already performing well, which meant there was nothing but upside. That’s where I came in.
DeOnlineDrogist · 2025
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TwinTopics: Real Estate Management UX Design
Designed and built TwinTopics in Astro and Sanity using a custom Figma system, AI-driven copy and visuals and a fully responsive, future-proof layout.
TwinTopics · 2025
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Creating Spaces that Matter with Plantinum Ecommerce
I had the pleasure of leading the design overhaul for Plantinum, a renowned Dutch ecommerce company specializing in creating spaces that matter. This project was a collaborative effort involving a front-end developer, a back-end developer, and myself, where I took charge of all design-related aspects. Our goal was to transform Plantinum’s online presence into a visually appealing, user-friendly website that truly reflects their brand ethos and enhances customer experience.
Plantinum · 2024
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Finding the Right Fit for New Products in Supermarkets
Launching a new product requires precise market placement for success. Distrifood Dynamics, an innovative solution designed for Distrifood, transforms how businesses use supermarket data. This project involved converting a static spreadsheet into a dynamic, interactive dashboard, providing actionable insights and comprehensive tools for effective product placement and market strategies.
Distrifood Dynamics · 2022
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Getting employee budgets & finance right
I had the pleasure of collaborating with Quyntess to revamp their innovative product, Q-Card, a virtual B2B payment card with authorization capabilities. The goal was to modernize the user interface and enhance its usability by using native phone functionalities, transforming it into a sleek, user-friendly app that meets the contemporary standards of mobile applications.
Quyntess · 2022
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Stage Automation App: Dark Mode Material Design
Verendus Industries needed an entry-level application to simplify stage automation for professionals. Stage automation is complex and risky, with potential for human error that could damage expensive equipment. Our goal was to create a safe and user-friendly solution using Dark Mode Material Design.
Verendus · 2020
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Transforming Dation for Better Driving School Management
Dation provides a B2B SaaS solution to help driving schools improve their services and increase revenue. Their system, combining CRM and ERP functions, makes it easy to run and manage a driving school. As lead UX designer, I led design sprints and created a design system to enhance product value and boost customer satisfaction.
Dation · 2019
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Revamping the Design System for FD
Seven years ago, I had the incredible opportunity to create one of the first digital design systems for 'Financieele Dagblad' (FD), a leading financial newspaper in the Netherlands. At that time, we were navigating the early days of digital design using Sketch. As design trends and tools evolved, I felt it was time to revisit and refine this project with the expertise and capabilities I’ve developed since then.
FD · 2018
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ORTEC: Local Software to Cloud-Based Excellence
ORTEC, the global leader in mathematical optimization software and advanced analytics, needed to transition from local software to a modern web application using Material Design principles. With around 1,000 employees and offices in 13 countries, this project aimed to achieve uniformity and consistency across their platform, using the cloud to enhance functionality and accessibility.
ORTEC · 2016
More work
- 2026
UX QuickScan: conversion analysis
Helloprint · Conversion Optimization
- 2026
Service design for the Levensgebeurtenissen programme
KVK · Service Design · embedded
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2026Design sprints and solution discovery as interim senior UX designer
KVK · UX Design · interim
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2026Website rebuild in Astro and Sanity
TwinTopics · Web Design
- 2026
Marketing site wireframes and designs in Framer
Watermelon.ai · Web Design
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2025–2026Website rescue: new logo set, type and site visuals
United Renewable Energy · Web Design
- 2026
Positioning session for a consulting brand and a testing product
Mark Your Mark · Workshop Facilitation
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2024–2026Website for a wedding ceremony and planning business, in Payload CMS
WeCelebrate · Web Design
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2023–2026Logo, brand shapes and website for a design studio
Partner in Vorm · Branding
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2026Photo poster store, designed and built end to end
Wando · Product Design · Live
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2026Shopify app that sells a store’s products on Bol
Koppel · Product Design · Live
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2026Shopify app for inventory forecasting
Proviand · Product Design · Live
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2026Peppol e-invoicing for Shopify
Zeppol · Product Design · Live
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2026Subscription manager and client portal for productized agencies
Doorst · Product Design · Live
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2026Gallery of good and bad e-commerce UX
GoodGoodBadStore · Product Design · Live
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2025Brand identity, logo, icons and pitch deck
Renee Raakt · Branding
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2025Coaching website
Victoria Kleinsman · Web Design
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2024–2025Design system, Consent or Pay and a multi-brand subscription flow
DPG Media · Product Design · embedded
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2012–2025Website, vacancy campaigns and hosting
Beuving Afbouw Groep · Web Design
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2018–2025Website, research, YouTube imagery and shop design
Wouter Kleinsman · Web Design
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2023–2025Brand assets for a no-code agency, plus a service blueprint and portal wireframes for its client Exterus
Codeless Factory · Service Design
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2022–2025Logo animation and brand assets
FHM · Branding
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2025Website page designs and a redesigned customer quote
Stile Floors · Web Design
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2025Back office for managing venues on a meeting-location platform
Voorlocaties · Product Design
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2024Paywall and AI search for De Architect
VMN Media · Product Design
- 2024
UX/UI design for a client project of a development studio
WeAreArchitechs · Product Design
- 2023–2024
Product vision and roadmap for a demand and forecasting product
ASML · UX Research · embedded
- 2024
Content training for the Adwise Academy
Adwise · Workshop Facilitation
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2024Sitemap and wireframes for a development agency’s own website
Baseflow · Web Design
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2024SaaS dashboard: experiments, applications, users and settings
Codaco · Product Design
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2024Asset management app: detail page and navigation
Green Teams Europa · Product Design
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2024Platform proposition research and user tests for a DIY retailer
Hubo · UX Research · via DEPT
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2024Campaign visuals for social and banners
Jong Verzekerd · Branding
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2024UX audit of purchase and onboarding on an accredited online-education platform
Prelume · UX Research
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2023–2024Logistics planning web app for transport relations and site capacity
Volkswagen Group · Product Design · via Quyntess
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2020–2024My own online course as a Domestika teacher
Domestika · Online Course · Launched
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2022–2023Concept visualisation and user testing in Berlin
SURF · Product Design · with Knyfe
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2023Onboarding and hour registration for a flex-work platform
Akyla · Product Design
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2022–2023Brand identity, icons and packaging
Duedate.nl · Branding
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2022–2023Secure collaboration environment for an association’s members and board
UMOOOVE · Product Design · via Little Rocket
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2022UX review of the webshop
ShirtUp · Conversion Optimization · via Adwise
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2022Design sprint workshop
Nedap · Workshop Facilitation
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2022Kick-start workshop programme and Miro templates
Obeya Coaching · Workshop Facilitation
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2021–2022Figma design system, weekly research and journey management as interim lead UX
Drukwerkdeal · Design System · interim
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2020–2022Design system and Figma components for a journey-management SaaS
TheyDo · Design System
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2020–2022Customer proposition workshops and Kennisbank UX
B+B Vakmedianet · Workshop Facilitation
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2022Driving-licence app: shop, product and checkout
Dation · Product Design
- 2022
Design sprint coaching
Emerce · Workshop Facilitation
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2022Customer portal: cart, domain names and configurator
Let’s Develop · Product Design
- 2021
Coaching innovation teams to pitch new products
JTI · Workshop Facilitation · via Toptal
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2021Fitness app concept, prototype and pitch
TOMO · Product Design
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2020–2021Partner journey research for 36,000 marketplace partners
Bol.com · UX Research · via TheyDo
- 2020–2021
Design sprints and the Fring.work website
Fring · Workshop Facilitation
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2020–2021Salon-booking SaaS: dashboard, calendar, clients and services
Peep · Product Design
- 2019–2021
UX/UI design and design and strategy workshops for its clients
Programic · Product Design
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2017–2021Real-estate finance web app: IA, usability and design system
Transakt · Design System · via Toptal
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2021A custom set of around 170 icons
Brita · Branding
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2018–2021Logo family, stationery and social posts
BuitengewoonBOA · Branding
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2021Branding, packaging and homepage
Fidgetbox · Branding
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2020–2021App design
Mogelijk · Product Design · via Impuls Media
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2020–2021Proposal and mockups for a process-improvement platform
Nuver · Web Design
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2020–2021Webflow site and personas
Visus · Web Design
- 2017–2021
Product review site
Top of Troep · Web Design · Concept
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2020GadgetReview 3.0, a large US product-review site
GadgetReview · Web Design · via Toptal
- 2020
UI/UX and corporate identity
Nutra Gummy · Branding
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2019–2020Website design
Succesfactor · Web Design
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2018–2020Paint webshop: colour picker, product templates and design system
Verfbestelsite · Ecommerce Design
- 2020
MVP definition for personalised artist videos
FanVid · Product Design
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2020Vendor-managed inventory screens: customers, orders and tank levels
ORTEC · Product Design · via Toptal
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2020Product screens and device mockups
Revenue Protector · Product Design
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2013–2020Websites for a group of renovation and new-build sites
Uw Renovatiewoning · Web Design
- 2020
Website for a funeral-care practice
Vermeer Uitvaart Zorg · Web Design
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2018–2020Asset management product for municipalities and contractors
Central Assets · Product Design · at Curious Inc.
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2017–2020Coaching brand: logo, business card and website imagery
Michel Gougon · Branding
- 2017–2020
Checklist app for what to arrange when someone dies
Salute · Product Design · Concept
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2019–2020Customer journey and shop design for city-map leggings
Mapleggings · Ecommerce Design · Concept
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2018–2019Design sprint for driving-lesson planning, about €2.8M saved a year
ANWB · UX Research · via Dation
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2017–2019Website redesign, mortgage retargeting and banners
Woonfonds · Web Design
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2019YesHugo, the Greenstar app and other new ventures
Curious Inc. · Product Design · embedded
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2017–2019Logo, website and social
Get Fit · Branding
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2017–2019Website
Haptotherapie Upendi · Web Design
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2016–2019Tea webshop with product imagery and illustrations
OneTwoTea · Ecommerce Design
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2019Logo
Ultimate Cards · Branding
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2019Styleguide and mockups for a caravan cooling product
Vadac · Branding
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2019Vertical social videos, type variations and animation
Schwarzkopf · Branding · via an agency
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2016–2019Brand, website, handouts and social for a curly-hair care business
Mokkamopjes · Branding
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2018Betting game design
Vodafone · Product Design
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2018Personalised landing pages per audience for the Open To All campaign
Basic-Fit · Conversion Optimization · via disxt
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2014–2018Identity, research and a WordPress site
FutrCoach · Web Design
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2018iOS app Cove and its App Store screenshots
GetCharly · Product Design
- 2018
Wireframes and styleguide
MVPC Today · Visual Design
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2018Digital design for the Objective Platform
Objective Partners · Product Design
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2017–2018Logo and a game design draft
Simenco · Branding
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2018Website
Tom Smeenk · Web Design
- 2017–2018
Webshop identity, product stickers and social
Mokkaroom · Branding
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2016–2018App for smart-home lighting and music
Moodz · Product Design · Concept
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2016–2018Store for city-map prints on hoodies, caps and pillows
Mapgoodies · Ecommerce Design · Launched
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2017Country tax-information app
PwC · Product Design
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2016–2017Design assets
ReadySteadyVideo · Visual Design
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2016–2017Relevance: internal communication app and admin dashboard
ORTEC · Product Design · employed
- 2016–2017
Employee app on ORTEC Relevance
Belastingdienst · Product Design · at ORTEC
- 2016–2017
Employee app on ORTEC Relevance
Nationale-Nederlanden · Product Design · at ORTEC
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2017Website screens
Rijnbrink · Web Design
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2016–2017Brand, business model and app design
PinTalk · Product Design · Concept
- 2016
Running app for iOS and Android
ADIDAS · Product Design · via MediaMonks
- 2016
Christmas campaign: activation site, race game and wishlist
LEGO · UX Design · via MediaMonks
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2016Tablet news app on ORTEC Relevance
Air France-KLM · Product Design · at ORTEC
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2016Conversion work on the corporate site and the KBO Cup platform
Kartbaan Oldenzaal · Web Design
- 2014–2016
Digital project manager on a large e-commerce project
Morskieft Ontwerpers · Project Management · employed
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2015–2016Training platform for lawyers
De Twentse Balie · Web Design
- 2016
About two dozen promotional-product webshops
CN Trading · Ecommerce Design
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2016Logo concepts, graphic concept and stationery
Eclectic People · Branding
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2013–2016Wireframes, mobile design and sales pages for a festival platform
Festitribe · Web Design
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2016Design and photography for a sleep webshop
Stravinsky · Ecommerce Design
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2016Website page designs
Tysma · Web Design
- 2016
Platform that gives every student their own WordPress site
Saxion · Product Design
- 2015–2016
The first version of a design library for consistent icons across devices
Philips · Design System · interim, via a recruiter
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2015–2016App that lets staff weigh in on current issues
University of Amsterdam · UX Design · Concept
- 2011–2015
Founded and ran my own web agency, grew it to four people
BuitenAardig · Web Design · own agency
- 2015
WordPress website
Bianca Leusink · Web Design
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2014–2015Website for a camper-rental business
Go-Camper · Web Design
- 2015
Website for a carnival association
Noor Kermennekes · Web Design
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2015Wireframes and page designs
Sociaal Platform SWB · Web Design
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2014–2015Brand identity
Tuinonderhoud Robin Ebberink · Branding
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2014–2015Competitor analysis, sitemap and wireframes for a workwear webshop
Workwear24 · Ecommerce Design
- 2015
WordPress website
Yogisan · Web Design
- 2013
Roadshow app for a set-top box
Delta · Product Design
- 2009–2011
Web design, front-end and email marketing
Eaton, TKF, Kolk BV · Web Design · at BIR creatieve communicatie
- 2007–2008
Website design and HTML/CSS
Pepper Interactive · Web Design · employed
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