Reaktor Health · Medibalance
Lead product STRATEGIST · web · 2025-2026
Leading product design and strategy for a new healthcare workflow product: from zero to pilot-ready in 4 months.
Need
Primary care in the Netherlands is under pressure: nurses manage hundreds of chronic patients using fragmented tools and mental checklists. The challenge isn't just designing a better interface: it's translating complex clinical guidelines into a product that fits into existing workflows without adding burden.
Role
End-to-end product design and strategy. Conducted user research with primary care practitioners, mapped existing workflows, and translated Dutch and Finnish clinical guidelines into logical workflows. Built the business case using national healthcare statistics. Designed concepts and prototypes, defining the pilot strategy and success metrics. Lead two visual designers. Drive roadmap prioritization and contribute to pre-sales by tailoring prototypes to prospective customers.
Team
1x lead design, 1x product manager, 5x dev, 2x visual (for 1 month)
Outcome
Product validated through usability testing with primary care practitioners. Pilot partnerships in negotiation.
Zorg bij jou · Monitoring platform
Lead product STRAtEGIST & DESIGN · web · 2023-2025
Founding designer for a monitoring platform enabling hybrid care at scale. Bridging clinical needs, technical constraints, and organisational complexity.
Need
Enable nurses to monitor remote patients in multiple care paths that use different patient apps, across multiple hospitals that use different EHRs, all from one platform.
Role
Design lead and cross-functional glue. Worked directly with monitoring nurses, hospital implementation teams, vendors, service designers, and leadership. Acted as intermediary between clinicians and the tech team. Stepped into product owner role during transitions.
Team
1x lead design (me), 1x design, 1x product owner, 6-8x dev
Outcome
Live and scaling: 13 hospitals, 18 care paths, 33,000 patients (Dec 2025).
Equipe Zorgbedrijven · Care companion
Lead product designer · hybrid Mobile · 2023
A care companion mobile app for hand surgery patients that guides them through all stages of their treatment.
Need
Better prepare patients for surgery and the aftermath, so that there are fewer missed surgeries, fewer phone calls to the help desk, and happier patients who better know what to expect.
Team
1x lead design, 1x jr design, 1x content design, 5x dev
Outcome
The app has been rolled out across all of Equipe's 40 clinics to all patients and all 100k+ treatments. The app has a 4.6 rating on the app store.
More projects
QVC · Qurio
lead product designer · mobile · 2020-2021
A social app for the largest tv shopping channel in the world, where shoppers can share tips, stories and inspiration about the products they love.
Need
As QVC's customer base is getting older and the online competition in e-commerce is growing more fierce, they were looking for ways to strengthen customer loyalty by growing engagement, while also attracting new customers.
Team
1x lead designer, 1x junior designer, 5x dev, 1x user research
Outcome
Equipe Zorgbedrijven · Hand Therapy Homework
Lead product designer · web · 2023
Quickly assign hand therapy exercises to patients who are recovering from surgery.
Need
Replace an existing application in order to save costs and speed up the hand therapist workflow.
Team
1x lead design, 1x jr design, 5x dev
Approach
We interviewed hand therapists and tested the designs with them between design iterations.
Outcome
None yet: the app is currently in development. However, the hand therapists we consulted are excited to start using the app.
Macmillan Learning · Achieve Revision Plan
co-Lead ux designer & researcher · desktop · 2018
Discovery, design, and validation for a writing tool that helps university students write more intentionally, and guides them to give useful peer feedback.
Need
Between the time students receive their feedback on one draft and submit the next version, they struggle with time management, procrastination (writer's block), and prioritisation.
Team
2x design
Approach
We interviewed 9 instructors and 4 students, iterating on designs until we reached a state that excited instructors.
Outcome
The revision plan feature went into classroom testing in 2019 and after being reviewed successfully by professors, it became part of the Achieve Writing product.
Bravo Sierra · Quiz and kit builder
product designer · responsive web · 2019
Quick 2-week project for a cosmetics startup that had gone live one week prior. The quiz helped customers find their perfect products.
Need
BRAVO SIERRA had two weeks of budget left and wanted to spend it on something fun that would encourage customers to buy multiple products.
Team
1x design, 1x dev