Description

I help companies improve digital services, customer journeys and user experiences through UX research, service design and behavioral insight. With 20+ years of experience across digital, CX, CRM, marketing automation and service innovation, I help teams understand how people think, choose and behave in real-life contexts. I look beyond the interface to uncover friction, unmet needs and barriers in the wider service experience.

My work is especially relevant for companies that want to improve onboarding, engagement, conversion, retention, customer journeys or digital self-service. I combine qualitative research, journey mapping, service design, CRO and behavioral thinking to turn insights into concrete improvements.

I have worked for corporates, agencies and start-ups across finance, health, telecom, travel, technology, mobility and retail. I am available for freelance assignments where research needs to lead to clearer decisions, better services and measurable digital improvement.

Industry field of expertise

Languages

Dutch
Native or bilingual
English
Fluent
French
Fluent
Spanish
Fluent
German
Conversational

Workplace preferences

Remote only

Primarily works remotely

Beobank Belgium
UX Research Consultant
BANKING AND INSURANCE
May 2025 - September 2025 (4 months)
Brussel, Belgium
Client: Jems Group | Data & UX research | Belgium

Led UX research for a car loan simulator, combining behavioral and usability research to uncover emotional friction, reduce cognitive load and better align the experience with the real customer journey.

Prototype: reviewed the prototype and defined protocols, tasks, and scenarios across target segments

Research: managed participant comms, ran moderated interviews and task-based usability sessions

Behavioral insights: identified emotional frictions (money-stress, trust, loss aversion), reduced cognitive load, applied choice architecture and clarified micro vs. target behaviors to drive completion and sustained use.

Synthesis: turned findings into prioritized insights; produced concept designs and copy tests (clarity, jargon removal, mental-model fit).

Journey integration: designed end-to-end journey (pre-/post-simulation stages, follow-ups, ownership, KPIs/timing) to align experience and operations.
UX Research Behavior Design Conversion Rate Optimization Customer Journey
The Breath Club
Senior Service Designer
HEALTH AND WELLNESS
September 2024 - September 2025 (1 year)
Gent, Belgium
Client: The Breath Club | Mental & emotional health | Belgium

Designed and tested new service concepts in mental and emotional health, combining behavioral insight, service design and digital experience exploration.

Research: Interviews | Behavior analysis | Friction spotting | Health app analysis | Observation | Mind & body study | Music impact | Behavior techniques

Ideation & prototyping: Concept design of service elements | Mobile app | Test & validate breath tracks & programs | BM & CVP canvas | AI driven coach

Marketing: Branding | Mission & vision | Value proposition
Service Design Behavior Design Research Portfolio Strategy Customer Experience
Proximus
Business & Service Designer
TELECOMMUNICATIONS
January 2024 - August 2024 (7 months)
Brussel, Belgium
Client: Proximus | Telecom | Belgium

Worked on service improvement and innovation in a mobile services context, combining research, service design and behavioral thinking to improve offers, customer value and post-purchase experience.

Research: Market analysis | Competitive research | Test & validate new offerings | Mobile friction mapping | Optimization subscription choice and mobile value

Service innovation: Mobile evolution design sprints | New international & roaming offering | Joint offer: Forward trade-in service | Security offering

Service improvement: Roaming service: value redesign, new notification messaging & improved activation | Joint offer service | 2 revamps of mobile subscription plans | Revamp of data options | Mobile post-onboarding flow

Behavior design: Customer paying service | Roaming service | Wifi booster
Training: CVP Canvas | Behavior design | Responsible design
Service Design Behavioral Design Market Research Innovation Value Proposition Design