Description

Welcome :-)

I help companies and startups design and improve digital journeys (SaaS, apps, platforms) to drive adoption, conversion, and satisfaction, all while maintaining a focus on business priorities and delivery constraints.

I combine UX Design and Service Design: I clarify the problem, align stakeholders, and turn insights into testable, shippable solutions your product and tech teams can implement.

How can I help

Discovery & framing: user/expert interviews, insight synthesis, prioritization
Stakeholder alignment: workshops (C-level & cross-functional), scope and trade-offs
End-to-end journeys: journey mapping, service blueprints, friction removal
UX/UI audits: actionable diagnosis + prioritized recommendations
Prototyping & validation: rapid Figma prototypes, usability testing, iteration
MVP & backlog support: MVP definition, user stories, success criteria

Typical deliverables

Personas • Journey maps • Service blueprints • UX/UI audit • Wireframes • Figma prototypes • Test results • Prioritized recommendations • MVP framing / roadmap inputs

Engagements I do most often

Corporate: journey transformation, tool/platform consolidation, UX governance, complex flows (onboarding, self-service, admin/billing)
Startups: short sprints, UX/UI redesign, activation & conversion, landing pages, rapid prototyping and market validation

Tools

Figma • Miro/FigJam/Mural • Jira/Confluence • Notion

Analytics: Matomo, Google Analytics, Tableau, Power BI

AI-assisted workflow: Cursor, GitHub Copilot, Claude Code, Vercel v0, Antigravity

Industry field of expertise

Languages

English
Fluent
French
Native or bilingual
Dutch
Conversational

Workplace preferences

Can work on-site

Brussels (up to 50km)

Speos
Service Design
August 2024 - Today (1 year and 10 months)
Goal: Unify tools into one coherent SaaS platform.
Drove discovery through SME and customer interviews, surfacing needs, constraints, and adoption barriers across key customer journeys.
Synthesized insights into personas, end-to-end customer journeys, and service blueprints, clarifying consistency requirements across touchpoints.
Orchestrated cross-functional workshops (Miro/Mural/FigJam) to align stakeholders on objectives, value proposition, and scope trade-offs.
Validated direction through Figma prototyping and iterative reviews with stakeholders/users, de-risking delivery decisions early.
Informed prioritization with usage signals (Lead Onion, Matomo) and strengthened consistency via a modular design system approach.
Homerun (Choeke/Bizzbro)
Partner
October 2022 - Today (3 years and 8 months)
Goal: Rebuild UX/UI to boost activation and conversion.
Rebuilt the UX/UI of an existing product (CMS + mobile app) in Figma, driving a +50% usability score improvement.
Launched activation/conversion landing pages for two startups, sharpening messaging, journey clarity, and conversion paths.
Ran lean iterations to remove friction across onboarding and key customer journeys; converted learnings into a sharper backlog and faster releases.
Accelerated delivery cadence and reduced prototyping time by 40% through streamlined practices and clearer handover assets.
HMS Networks
Service Designer & UX Lead
June 2021 - October 2022 (1 year and 4 months)
Build a one-stop SaaS with self-onboarding MVPs.
Led discovery through stakeholder workshops and interviews (users + internal experts), mapping end-to-end customer journeys from device installation to monitoring and remote collaboration.
Distilled insights into personas, journey maps, and a prioritized opportunity backlog; defined MVP scopes per user type with product and tech.
Steered redesign and design system evolution in Figma, ensuring feasibility within the implementation context (Angular).
Enabled delivery with clear handover assets and decision material; set up KPI tracking and dashboards (Power BI) to guide iteration. Contributed to +30% adoption through validated improvements and stronger end-to-end journey consistency.