About me

I’m Kim, a senior UX & Service Designer based in Rotterdam with 15+ years of experience designing human-centred services in complex digital ecosystems. My work bridges research, strategy, and design, helping organisations turn customer insight into clear service visions, journeys, and scalable experiences.

Having grown from hands-on UX and research into more strategic roles, I specialise in end-to-end service design—from discovery and experimentation to translating strategy into meaningful products and services. I thrive in collaborative environments where customer-centric innovation creates impact at scale.

My vision

As a designer, I don’t just solve day-to-day problems — I aim to create products and services that are inclusive, sustainable, and authentic. I believe that good design expresses the core values of a brand, while also inspiring and empowering people to make better choices. Above all, a great experience should be engaging, memorable, and effortless to use.

I enjoy diving into the essence of a challenge and understanding the evolving needs of people. I’m passionate about finding creative and flexible solutions that help companies grow. Many organizations have strong ambitions around innovation, but the underlying “why” can be unclear. Through Human-Centered Design methods, I help teams clarify goals, strengthen their value proposition, and create products with real purpose.

I feel at home leading design teams, facilitating workshops, and collaborating closely with clients. At the same time, I love being hands-on. I work with a wide range of tools and methodologies: user research, design thinking, customer journey mapping, personas, concept development, prototyping, testing, and service blueprints. Bringing new products and services to life — and helping companies transform from the inside out — is what drives me most.

What I also love :)
Collecting & selling vintage items | My cat | My urban jungle at home | All sorts of music | Concerts | Photography | Art expositions | Outdoor sports | Exploring new parts of the world

My experience

Strategy & Research

Design research both informs and inspires the design process. I have experience with a range of foundational and evaluative research methods. I don’t just look at current pain points—I aim to uncover the underlying motivations that drive people’s behaviour.

Synthesising research into meaningful frameworks is essential for understanding users, systems, and experiences. These frameworks help prioritise high-value concepts and identify opportunities to improve the customer experience.

I’m here to support you with

  • Interviews and contextual inquiries

  • Industry trend analysis and forecasting

  • Usability research

  • Customer journey mapping and employee journey mapping

  • Service blueprinting

  • Stakeholder and empathy mapping

  • Design thinking workshops


Concept

I help companies define strategic guidelines and bring concepts to life through clear, compelling visualisation. To explore creative directions, I often facilitate design sprints where teams can deep-dive into a challenge, generate ideas through techniques like crazy eights, develop storyboards, and build rapid prototypes.

A design sprint doesn’t follow a fixed timeline—some challenges require two weeks, while others may be resolved in just three days. Once a concept has been validated, we can elevate it further by refining the details and shaping the final design.

I’m here to support you with

  • Facilitating design sprints

  • Concept visualisation

  • Rapid prototyping

  • Tone of voice

  • Style guides

  • Content strategy

  • Photography

  • Overall look and feel

Design

I have extensive hands-on experience designing interfaces for web and mobile. I enjoy creating flexible, imaginative solutions that span the entire customer experience ecosystem—including concepts for physical touch points. As a design lead, I’ve coached creative teams to deliver best-in-class solutions, but I’ve never stepped away from the craft. Designing great experiences myself is still what energizes me most.

I’m fully comfortable working with tools such as Sketch, Figma, InVision and Adobe CC.

I’m here to support you with

  • UX design for web & apps

  • Design systems

  • Storyboarding

  • Prototyping

  • Facilitating design sprints

  • UX writing

  • Presentations to stakeholders

Get in touch

If you’d like to learn more about my work, let’s get in touch. I’m always excited to explore new opportunities and collaborate on inspiring creative concepts.