Selected work

Complex problems, turned into usable products.

Selected work across UX strategy, product design, design systems, AI-driven experiences and complex workflow design. These projects show how I approach ambiguity, align teams, and bring structure to products where a single change cascades into validation, audit and legal constraint.

AI & Conversational UX

An AI assistant for tax compliance

Tax professionals needed answers grounded in legislation without leaving their workflow or losing trust in the source.
Conversational UXHuman-in-the-loopRegulatory content
Role: UX Lead · Context: Nextens · Impact: ~5,000 daily users
Read the case study →
Design Systems

Design system transformation

Components drifted from what shipped, with no governance over how the system evolved or who owned it.
TokensGovernanceStorybook
Role: UX Lead · Impact: 12 → 4 refinement rounds · 1 → 10 teams
Read the case study →
UX Strategy & Maturity

Measurement that made UX legible

Design decisions were argued on opinion, with nothing tying interface changes to behaviour for non-design stakeholders.
Adobe AnalyticsTag plansDecision evidence
Role: UX Lead · Impact: redirected misaimed work, saved build time
Read the case study →
Discovery & Journey Mapping

Klantdossier discovery research

A fragmented client-file workflow spanned several personas with no shared map of how the work actually moved.
Discovery researchPersonasJourney maps
Role: UX Lead · Output: research synthesis, persona journeys, redesign direction
Read the case study →
Cross-functional Value

A tool that crossed four functions

Feature onboarding was inconsistent, with no shared, low-cost way to demonstrate functionality to users or internally.
StorylaneOnboardingAdoption
Role: UX Lead · Impact: adopted across Design, Product, Support, Marketing
Read the case study →
UX Maturity & Team

Building a UX operating model

UX delivered output but had no shared process, no embedded front-end capability and no seat in strategic forums.
Team coachingOperating modelUI Engineer role
Role: UX Lead · Output: ways of working, embedded UI engineering, design critique
Read the case study →

Older visual identity, campaign and print work lives in the archive, kept separate from the senior UX positioning.