2019 — 2023

Leading digital design at a.s.r.

At a.s.r. - one of the major insurance companies in the Netherlands - I have coached and directed a team of 23 UX designers, visual designers and UX researchers and I was responsible for the creative policy for all communication digital.

VISIT WWW.ASR.NL

Needless to say, my primary focus at a.s.r. was building, strengthening and improving the design team. 23 UX designers, visual designers and UX researchers worked for 10+ multi-disciplinary scrumteams, so it was key to have a shared way of working amongst each other.

In my time at a.s.r., I initiated a design system, worked on maturing UX research within the organisation and reorganised our design toolkit in order to mature the organisation design-wise.

But most importantly, I worked constantly on creating an open and inspiring environment for the designers and researchers, so they were able to do what they do best: creating the best digital experiences for the (potential) customers of a.s.r.

Next to building the design team, I created the right standards with the team, implemented discovery and design-thinking in all processes, organised design-sprints and integrated research throughout the entire design proces.

Photo: Michael van Oosten

AVOCADO, THE DESIGN SYSTEM BY A.S.R.

Scaling up design

The number of multi-disciplinary teams grew steadily - and so did the design team. We began initiating a design system for a.s.r. early 2020 in order to keep up with this growth. It all started with gaining support from the organisation, setting up the right processes and teams and reevaluating the design toolkit. Today, the design system Avocado is up and running and adopted organisation-wide.

UX RESEARCH

Knowing what your users need

When I started at a.s.r. one of my main objectives was incorporating research in all design processes. As we all tend to tackle problems from an inside-out perspective, it is essential to really know and breathe what needs, comforts, gains, motivations and problems the customers - and future customers - are dealing with.

Within the design chapter I build a strong team of UX researchers, so we were capable to incorporate research in the earliest stages of the design proposals. Cutting out assumptions, reducing overhead and most of all, designing with the knowledge that these are the functionalities users really need.

SCHAAL+

Masterclass 'UX design & Agile / Scrum'

In March 2020, I was invited by Schaal+ to give a masterclass about UX design and agile / scrum.

Read the story in Dutch

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