Complex products, made simple.
From first sketch to shipped code.

Senior Product Designer

7+ years designing commercial digital products across web, iOS and Android, in fintech, health, consumer tech and automotive. I own design from discovery through delivery, and I’m at my best where products are complex, regulated or high stakes: turning dense requirements into flows people move through without thinking. Along the way I build design systems, lead teams of designers and developers, and stay close to the build until it ships.

View work

Design Engineer

I move between Figma and code depending on what the problem needs. I designed and built Countoo, my own iOS and watchOS app, and I use AI throughout my process to spend less time on the work around design and more on the decisions in it.

Method

Experience

  • Led design for engagement and growth, lifting transaction volume and order value across user segments
  • Directed Phase 1 of the new Coinmerce website from strategy to launch, aligning internal teams and an external agency
  • Rolled out proven Coinmerce flows (account types, DAC8, iDEAL payments, Earn) to sister brand BLOX, guiding their team from design through development
  • Delivered MiCAR, Travel Rule and DAC8 compliance alongside new account types and Earn services
  • Built and led a team of product designers and front-end developers, mentoring across both disciplines
  • Initiated Coinmerce Vault, a savings product concept I researched, designed and pitched to the founders and CEO; a version later launched at BLOX
  • Designed spot margin trading, making a complex financial instrument accessible to everyday users without stripping out what experienced traders need
  • Designed and built the app myself, from concept and validation to App Store launch
  • Wrote and shipped the iOS and watchOS code using Claude Code
  • Own the product end to end: roadmap, releases and iteration
  • Led the redesign end to end, from UX audit and user research to launch, with a major lift in App Store rating
  • Redesigned KYC and KYB onboarding to improve conversion
  • Rebuilt buy, sell, swap and deposit flows for higher completion
  • Simplified activation to increase first deposits, first buys and assets under management
  • Reduced churn and support load by removing friction across key flows
  • Designed migration journeys for users moving over from BUX and Binance

Earlier

Jan – Jun 2023 Product Designer (Freelance)William Eerhard UX, UI, branding and product strategy for Parley.
Apr 2021 – Dec 2022 UI/UX DesignerEndeavour Digital Agency Conversion-focused e-commerce and flagship sites for Aalberts, PVH, Piet Boon, Ocean Diva and Orange Yachting.
Jan – Apr 2021 UI/UX DesignerLama Lama Digital Creative Agency Award-winning digital experiences for Justdiggit, JRE and the Municipality of Lelystad.
2014 – 2015 Digital DesignerDPDK Digital Agency Digital campaigns and web platforms for Heineken, Peugeot and Grolsch Radler.

Want to know more?

Email me

Education

2018 – 2020 MA Design (Human-Computer Interaction)University for the Creative Arts
2016 – 2017 BA Graphic CommunicationUniversity of Northampton

Process

I don’t run every step every time. How deep each phase goes depends on the risk and what we already know.

  1. Understand

    UX audit, user survey, business and regulatory constraints

  2. Define

    Problem framing, user flows, priorities with stakeholders

  3. Design

    Wireframes, iterations, design system, dev annotations

  4. Build

    Requirements, Jira tickets, working alongside engineering, prototyping in code where useful

  5. Validate

    Beta with testers, feedback into the final release

  6. Launch and measure

    Release management, monitoring, continuous improvement

How I use AI in
product design.

Claude is a collaborator across my process, from the first question to the last ticket. It speeds up the work around the design; the decisions stay mine. Two custom agents do most of this: Dieter in Figma, Sayonara in Jira.

Brainstorming

A thinking partner for pressure-testing ideas, exploring angles and finding the questions I haven’t asked yet.

Research synthesis

Turning surveys, interviews and test results into clear themes and next steps, in a fraction of the time.

Wireframes and flows

Getting from a blank canvas to structure fast, with flows and wireframes ready to test and refine.

Iterations and hygiene

Exploring variations, adapting layouts across breakpoints and keeping files structured and clean.

Dev annotations

Annotating Figma files so developers and stakeholders understand the intent behind every screen.

Tickets from design

Turning finished designs into Jira user stories, so what gets built matches what was designed.

From design to shipped code

I don’t stop at the design file. I designed Countoo, my own iOS and watchOS app, and built it myself with Claude Code, from first concept to App Store launch. I use the same workflow to prototype ideas in code when they need to be felt rather than looked at.