During 10 years in User Experience Design, I've answered many difficult questions with simple and elegant solutions. As a creative problem solver I help teams with user research, strategy, concepts, design and shipping.
De Persgroep houses a lot of different brands with vastly different business models. A common denominator is that each brand has to convert users at some point. Whether it's to subscribe or register an email address to start a free trial. In the past each brand was reinventing the wheel and buildig their own conversion flows. More often then not, they ignored lessons learned by other brands. De Persgroep wanted to transition to platform-based products and asked me to design a solution.
The core requirement was that it had to be reusable by all brands, but also allow for tailor made experiences. One big challenge was that there was a lot of technical debt and legacy systems. I conceptualized and designed a system for conversion flows to start incremental improvements. At the same time, we develop our vision of the ideal dream flow for each brand. Each increment had to contribute to this vision.
I managed to do this by aligning business units and map similar goals and requirements. I explored the technical landscape together with architects to define limits and possibilities. With the product owner of each squad, we defined the roadmap. We wrote epics and broke these down in user stories. I started a pattern library consisting of reusable flow components. Visual designers of each brand used this library to create a style guide for their own products. In collaboration with analysts and user researchers, we subjected them to a/b tests and user tests to validate our assumptions. My end goal was to create a system that consisted of validated patterns. This enabled designers and marketers of each brand to experiment with flows without harming the user experience or accessibility.
To help them express user flows, I also designed the User Flow Kit for Sketch. This Sketch Library helps them create robust user flows by offering connectors, flow and form elements. All within the comforts of Sketch. With permission from De Persgroep, I can share this library. If you're interested, you can download it here.
The Editie Mobile App Platform is the new way to publish digital newspapers on mobile devices. Users describe it as a "Harry Potter newspaper". I worked close with user research to define user needs and categorized them in target groups. A key aspect of this research was to find the intrinsic motivation behind reading news. I conceptualized, designed and prototyped different solutions to cater to these needs during design sprints. After the define phase, I helped the product owner write user stories, supported development during their sprints and helped marketing with the product and pricing models.
Video remains a big question in the media industry. Is vertical video a thing? How do we produce high quality videos for a multitude of aspect ratios? How does video blend with contemporary online journalism? How can we attract a young audience to view our video content? To answer these and more questions, I conceptualized and prototyped solutions during rapid prototyping workshops. The goal was to discover which opportunities De Persgroep has and how to prepare for them. I conducted stakeholder interviews to research the market and find challenges and opportunities. I pitched several ideas, ranging from a social video watching experience and a mobile CMS specialized in rapid video capturing for multiple aspect ratios
In 2016 De Persgroep acquired Makers Channel, a video- and influencers network. Makers Channel is a Netflix for Shortform content and attracts a young audience. It has a vast catalogue of content and a very talented production house. I was responsible for the integration of the video platform in the news brands. We designed a system that each brand could implement with little effort. This enabled brands to experiment with different kinds of video content and offerend monitization options right from the start.
Trouw is a Dutch daily newspaper that struggled with their digital transformation. In six months, I defined the online strategy and redesigned the digital precense. I did this by running workshops with stakeholders to align business requirements. With market researchers, we defined a target audience and researched their needs. Based on the research, we made a responsive design for the website and made two hybrid apps. One of the challenges the editorial team faced was a decline in resources. We implemented a CMS that allowed a 'no-hands-on-deck'. This meant that the team could spent more time writing content and less time managing the website. To increase revenue, we reimagined the subscription and advertisement propositions to better reflect modern business practices.
Algemeen Dagblad is one of the most popular news brands in the Netherlands. I joined as Product Owner and UX Designer and led a redesign project. The initial scope was to redesign the website and native apps. We ended up creating a Web and App platform that is being used by 5 other news brands. I worked close with stakeholders to define the strategy and led an offiste development team. We designed the website, apps and CMS with workflows for the editorial teams. This minimized the publication time for the editors allowing them to write a lot more articles. After launch, Algemeen Dagblad saw a huge increase in traffic. They bridged the gap with the NOS and became the second biggest website in The Netherlands.
The start-up Carsom is a marketplace for people needing car repairs or maintenance. I got on board as a Product Owner and UX Designer to lead the development team to improve the user experience. I've conceptualized and designed two major features. One was an automated system where users could input their license plate number to get detailed insights in which parts needed change or maintenance. If a part needed change or maintenance, the user could see which nearby garages could help. The second was an automated system which answered incoming quote requests for car mechanics. With this system, car mechanics got a detailed description about the job and a rough estimate what the profit margin would be. This enabled them to spend less time answering quote requests and more time in the workplace. In the end, a car mechanic only had to look at the calculated profit margin and decide to accept or reject the job.
Nominated for a Disruptor Award at Dutch Interactive Awards 2014
Tweakers.net is a Dutch technology website featuring tech journalism, a price comparison tool and a community. I was responsible for the product development as product owner and UX Designer. I defined the mobile strategy and led two major redesign projects. As part of the first redesign project (2010), I designed a CMS for content editors to rapidly add new products and specifications to the price comparison tool. In the second redesign project (2013) I spearheaded Dutch mobile development by implementing a responsive design. I spend most of my time talking with the community to gather their wishes and explaining our choices. I worked with stakeholders to write business requirements and shape the mobile roadmap. There were some hard decisions to make. For example: I decided to sunset the native apps, so we could focus on the development of the responsive design. In the end, the community embraced the new design as it offered the full Tweakers experience on every device.
At VNU Media I was responsible for the B2B and B2C email communication. As designer/marketer I designed and coded campaigns and newsletters for brands like Intermediair, Computable and Nationale Vacaturebank. While mobile was still far away, I started to design emails mobile first and implemented A/B testing to figure out what works. I helped implement a new email service provider and supported other marketers who were tasked with creating landing pages.