This is what I stand for. These values help me to get the most out of every collaboration. They are a reflection of my creative conscience.

Start with why

Understand the context. Dig deep. Never settle for the first answer. Drive people crazy if you must.

Team is everything

Give and get trust. Help each other out. Lead by example. Don’t forget to have fun!

Design for people

Be driven by empathy. Learn everything there is to know about the people you’re designing for.

Embrace change

Know that things are never finished and find comfort in that. Reflect, adapt and continue.

Stay curious

Keep asking questions. And let your energy guide you through the creative process.

Details matter

Your perfectionism is a strength. Keep an eye out for the details and ‘what if?’ scenarios.

Aiming for that sweet spot

Where the magic happens

Let’s start off by saying that there is no one-size-fits-all approach. Methods and frameworks offer a good starting point, but should always be applied with the process and goal in mind. When designing, I constantly switch between wanting to know everything and wanting to know nothing.
It sounds like a challenging paradox – which it is – but it’s the only way I found to be most effective. Ultimately it’s my aim to find that sweet spot between people’s needs, business goals and technical feasibility. Amongst all the other things we have to take into account when designing.

Doing the right things and doing things right

Let's break it down


Curiosity leads the way

Not everyone may like it, but I always start by asking simple questions that are hard to answer. I challenge the brief and question (almost) everything. Because I believe that getting to the core is the first step in designing the right solution for the right problem.


Narrow down the focus

Insights from data and research will allow us to narrow things down and identify opportunity areas. It’s great to set ambitious goals, and having a clear focus will get us there even faster. That’s why I can’t stress enough how important it is to keep things small and feasible.


Iterate and test

My default mindset is research by design. From experience, I have learned that a prototype speaks to everyone’s imagination and is worth a thousand meetings. As soon as ideas pop into my head, you’ll most likely see me sketching straight away. And the sooner we can involve the people we design for in the process, the better.

Learn & Improve

It's never finished

When the solution is launched, it’s actually just the beginning. With the right measurement plan in place, we can start learning and see if the feature, product or service really works. And if it doesn’t? It will offer us the challenge to keep improving.