Spryker

As the Head of Product Design at Spryker, I am responsible for shaping the design strategy and overseeing the UX/UI of the entire Spryker product portfolio. With a critical eye and creative mindset, I thrive in communicating internally and externally, gathering valuable data points that inform decision-making and guide the way forward. Leading a team of talented UX designers, I take projects from concept to end-of-life, ensuring a customer-centric approach and constantly improving user experience. My role involves setting and driving the product design strategy, mentoring and growing the UX team, and collaborating closely with Product Managers, Engineering, and Customer Success to create innovative experiences across all of Spryker's products. With Spryker's global expansion in progress, I am focused on delivering quality products to market quickly, while fostering a culture of agility, testing, learning, innovation, and iteration.

Head of Product Design

Smartify

- Lead and scaled a product design team by 50% over the course of 2 years
- Built a diverse and inclusive team with amazing talent from across the world and making sure each individual can contribute to the overall outcome of the teams vision
- Managed and developed the teams growth and future ambitions as well as recruited and organised the design team structure
- Further developing, improving and evolving the current product to be a B2C focused product as well as serving our B2B partners
- Creating and setting a product design roadmap, strategy and team development that is in line with  the overall company vision and goals working collaboratively across the business 
- Research competitors, trends, patterns and best-practices, UX design inspiration, user and business insights and constantly improving how we can better ourselves as a team in delivering best in class for our users
- Drive the team’s scalability through documentation and continual process improvement and leadership
- Implemented a design system from scratch to bring consistency, alignment and one source of truth for the implementation of our product
- Being part of important VC meetings and discussions in the evolution of the smartify product
- Creating a KPI and OKR structure for the business and team to follow in making sure we're achieving our quarterly, yearly and team targets to further grow our customer base
- Responsible for the end to end product design journey
- Developed the product design team’s brand within and outside of Smartify

Head of Design

Aegon Nederland

Heading up the design capability and leading a team of designers globally, I have been able to bring my energetic, curious and motivating personality to the NL to drive user experience across Aegon.
With people at the centre of every innovation, my focus has been to not only lead various levels of design capabilities across the globe but to also motivate them in implementing design thinking methodologies with a vision to inspire, create and scale.
- Key role in expanding Aegon's UX and Design maturity and vision across Europe, Asia and the Americas
- Partnered with the leadership team across the organisation driving strategic initiatives and long term investments that impacted the direction of the organisation
- Created and fed a strategic vision for the Aegon business, team and empowered managers in their roles to meet the UX vision and company goals
- Lead and mentored multiple teams and skilled designers across the Aegon business growing their capabilities to deliver excellence across the organisation
- Grew design and UX team from 1 core designer to over 12 designers across Europe, Asia and the Americas
- Collaborated with cross-functional teams within various projects across Aegon around the world including: product, engineering, design, marketing, finance and analytics
- Defined the bar for user-focused design quality. Established design principles, helped implement a design system within Aegon NL and defined OKR and key metrics
- Disrupted and drove a transformation across the Aegon business implementing a design and data driven way of working

Head of User Experience | Centre of Excellence

Massive Interactive, Inc.

Responsible for cross-platform UX design leadership, focusing on the overall clients customer journey, from initial introduction and on-boarding of the service, to a user’s first stream and ongoing engagement. Challenged with establishing a clear UX design vision and empowering a multi-discipline team of designers to craft intuitive end-to-end video experiences focused on customer acquisition and engagement, across all platforms and clients—covering web, big screen, tablet and mobile for both 3rd and 1st party devices. 
- Recruit, build and lead a team of 5 cross-platform designers who work collaboratively to deliver intuitive and enjoyable product solutions
- Leverage key insights and proven design patterns to create compelling, best-in-class customer experiences across our global video service
- Collaborate and manage key stakeholders in delivering both the business and consumer need

UX Lead - Contract

SMS Management & Technology

SMS Management and technology address everything from strategy and design to digital enablement and managed services. The SMS design practice team, which I was a part of, is a collection of people who understand these techniques and can help weave them into our clients businesses and helping our customers. We use design thinking to discover, ideate solutions for the underlying issues identified and then develop them in a lean Agile delivery.

My role consisted of: 
+ Working collaboratively across multi-disciplinary team of business consultants, experience designers and developers
+ Working in cross-functional teams through discovery, ideation, prototyping and business case development.
+ Being a motivational and team oriented leader
+ Working with our UX team to create unique user interface designs that deliver beyond client expectations
+ To always suggest new ideas and new ways of designing user interface and user experiences, so keeping up with the latest trends and always wanting to push the boundaries with designs
+ To engage and participate in workshops with other UX designers in understanding clients problems and generating process maps, story boards, personas, customer journeys and blueprints.
+ To bring life and energy to ideas in ways that move people to take action
+ Establish requirements and provide design solutions: working closely with the Executive team, my job was to create strategies for how to design and build products
+ User Centric Design and User Feedback: advocate for user needs, establish UX infrastructure and process within an evolving startup culture. Create a strategy and tools for capturing client insights

Lead UX/UI Designer

Alpha Salmon

Taking creative to the next level with intelligent, contextual and innovative solutions based on researched strategies to position brands consistently across all digital touch points. Developing mobile centric solutions through to digital marketing campaigns.
+ Scrubb Conceptual Design and Digital Design of Website
+ R U OK? Website refresh and cross platform integration
+ Woolworths Augmented Reality showcasing at the Sydney Royal Easter Show 2013
+ Hertz/BMW Mobile SIte Integration
+ Movie Times Desktop and Mobile Website Rollout
+ Hoyts Cinemas Conceptual App Design
+ Honda Accord and LinkedIn Integration

Digital Art Director

OnQue

Delivering fresh new ideas and execution of awesome visual design across various digital campaigns for major clients. Whilst working closely with the Creative Director I am leading a small and knowledgeable team including designers and developers, to produce cutting edge digital designs, that push boundaries in the digital space.
Clients include Samsung, RaboDirect, McWilliams, ClickView and Oceanblue Fishing.
Major campaigns include:
+ Samsung GALAXY Note II Microsite and Mobile Site Design and Build
+ Optus Technology Masters Landing Site
+ Samsung Experience Store Microsite Design and Build
+ Samsung GALAXY S III Microsite Design and Build
+ Samsung AV Microsite Design and Build including SEO and SEM Management
+ Samsung AV Digital Banner Campaign

Art Director

Different

﻿Clients: Westpac, St George, RaboBank, Foxtel, Media Monitors, AXA, ABC, Bank Of Queensland, News Limited across a range of titles, including Vogue Australia, Body&Soul and taste.com.au
This role centred on collaborating with Different’s experience architects and clients with a focus on delivering high-level designs based on ideas, concepts and user research.
This dynamic role included:
+ Creating thought provoking designs based on UCD (User centered design)
+ Working heavily with Photoshop: drawing website interfaces, iPhone and iPad applications and wire frame sketching
+ Presentation of concepts and sketches to client, resulting in approval for further development
+ Design of info graphics and customer journeys to illustrate User Experience
+ Participation in User Experience workshops
+ Management of Production team
+ Designing prototypes: user guides and educational/training tools

Visual Designer

Freelance Projects

During my time as a freelance artist, I worked with many reputable agencies and companies, including M&a, McCann Advertising, MJW, DDB Sydney, Pernod Ricard Pacific Australia and also several State Government contracts.
Key freelance achievements:
+ Hungry Jacks “Angry Angus” campaign: advertisement design.
+ Nestle “Mums Secrets” campaign: wire frame design for dedicated website.
+ Pfizer “The Coach” campaign: design of iPhone app for final presentation.
+ Absolut Vodka “Absolut Rock” product launch: design of press advertisement.
+ Trend Micro “Fastlane” Microsite: design and development.

Freelance Graphic Designer

Brady Corporation

This manufacturer of safety products released a quarterly catalogue to wholesale clients, covering over 240 pages per issue. As graphic designer, I was responsible for creating and designing a flawless catalogue each issue, featuring new products, best-sellers and information for customers. This catalogue was also supported through advertising, brochures, posters and banners which I also created.

Graphic Designer

My ethos in what I passionately try to achieve every day is acquiring an in-depth look into human behaviour, emotions and struggles. Creating experiences, delivering innovations and motivating people that’s a valuable addition to their lives.
Being inspired by humans, data, digital and technology, my motivation to work with others and to collaborate has driven me to where I am today.
Currently Head of Product Design at Spryker.

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