Who am I? How do I work? How did I get here?
As a child, when I was about 10 years old, I told my parents that I wanted to create meaningful things. I instinctively understood that meaningful design required three elements: functionality, beauty, and desirability. This insight shaped my professional path. If only I'd known that I'd discovered the sweet spot of product design so early in life. 😅
Who am I? How do I work? How did I get here?
As a child, when I was about 10 years old, I told my parents that I wanted to create meaningful things. I instinctively understood that meaningful design required three elements: functionality, beauty, and desirability. This insight shaped my professional path. If only I'd known that I'd discovered the sweet spot of product design so early in life. 😅
Research-driven design process
Research-driven design process
My commitment to advancing the field extends beyond practice into research and education. As a PhD candidate, I'm exploring the intersection of GenAI, design, and accessibility—investigating how emerging technologies can create more inclusive experiences.
I integrate this passion in my talks and I regularly organize workshops and speak at conferences on ethics in AI design. Through teaching at the university and community initiatives, I work to bridge the gap between academic research and industry practice, particularly in emerging technologies where standards are still evolving (such as no-code tools, AI design).
Research forms the foundation of my design workflow. I've developed a comprehensive map of a UX process that systematically incorporates multiple research methodologies across the product development lifecycle. This methodical process helps me identify patterns, validate assumptions, and make evidence-based decisions.
I've documented this entire workflow in an extensive Miro board that visualizes how these research methods interconnect—from initial problem discovery through validation and refinement. This research-first mindset allows me to create solutions that address genuine user needs rather than assumptions.
My commitment to advancing the field extends beyond practice into research and education. As a PhD candidate, I'm exploring the intersection of GenAI, design, and accessibility—investigating how emerging technologies can create more inclusive experiences.
I integrate this passion in my talks and I regularly organize workshops and speak at conferences on ethics in AI design. Through teaching at the university and community initiatives, I work to bridge the gap between academic research and industry practice, particularly in emerging technologies where standards are still evolving (such as no-code tools, AI design).
Research forms the foundation of my design workflow. I've developed a comprehensive map of a UX process that systematically incorporates multiple research methodologies across the product development lifecycle. This methodical process helps me identify patterns, validate assumptions, and make evidence-based decisions.
I've documented this entire workflow in an extensive Miro board that visualizes how these research methods interconnect—from initial problem discovery through validation and refinement. This research-first mindset allows me to create solutions that address genuine user needs rather than assumptions.
A holistic view of who I am (professionally)
A holistic view of who I am (professionally)
I intentionally blur the line between Product Strategy and UX/UI Design. With experience spanning freelance work, startup founding, and enterprise design leadership, I bring a comprehensive perspective to every project.
Random things about me:
I design for more than a decade. 'till 2016 as a freelancer (from idea to launch). After that, I've worked with/at/for various companies. Since 2018 I've been active in the AI/ML/automation field.
I like to talk. Sometimes I speak at conferences - watch my talk about design ethics here or click on the play button on right.
I'm interested in business. I co-founded two startups 🚀, got UE financing for one of them, and learned lots of things the hard way.
HCI is an important factor in my work. I've published a paper at DIS in 2019 (A level conference), presented it in San Diego and since then I didn't stop.
I am actively involved in education ✒️. I was an associate professor at USV, teaching about UX/UI and the collaboration between designers and engineers. I also got a Master in Digital Design.
I've organized events and workshops to raise awareness on subjects where information is not that accessible or popular in the local communities. My focus is to raise awareness on topics as ethics, AI/ML design, digital sustainability and soft skills development.
In the past 5 years I've coached people who wanted to transition from various disciplines to product design 🤟. Read my reviews from my mentees on ADPList.
I know HTML and CSS 🖥 . I have a very deep understanding of UI development. I don't code, but I have experience with visual scripting.
I've been chosen by The Next Web and Accenture as one of the top 500 most talented under-26s the in the digital scene in The Netherlands 💪
I'm an advocate of Calm tech and emojis 💆
I intentionally blur the line between Product Strategy and UX/UI Design. With experience spanning freelance work, startup founding, and enterprise design leadership, I bring a comprehensive perspective to every project.
Random things about me:
I design for more than a decade. 'till 2016 as a freelancer (from idea to launch). After that, I've worked with/at/for various companies. Since 2018 I've been active in the AI/ML/automation field.
I like to talk. Sometimes I speak at conferences - watch my talk about design ethics here or click on the play button on right.
I'm interested in business. I co-founded two startups 🚀, got UE financing for one of them, and learned lots of things the hard way.
HCI is an important factor in my work. I've published a paper at DIS in 2019 (A level conference), presented it in San Diego and since then I didn't stop.
I am actively involved in education ✒️. I was an associate professor at USV, teaching about UX/UI and the collaboration between designers and engineers. I also got a Master in Digital Design.
I've organized events and workshops to raise awareness on subjects where information is not that accessible or popular in the local communities. My focus is to raise awareness on topics as ethics, AI/ML design, digital sustainability and soft skills development.
In the past 5 years I've coached people who wanted to transition from various disciplines to product design 🤟. Read my reviews from my mentees on ADPList.
I know HTML and CSS 🖥 . I have a very deep understanding of UI development. I don't code, but I have experience with visual scripting.
I've been chosen by The Next Web and Accenture as one of the top 500 most talented under-26s the in the digital scene in The Netherlands 💪
I'm an advocate of Calm tech and emojis 💆
Still here?
Still here?
My values, in short: knowledge sharing, transparency, punctuality, honesty, and dedication.
When it's about work or things that I create, I care to be meaningful, ethical, sustainable, reliable, and traceable.
Alexandra - the person when not working
Well, first of all - thanks for your patience. If you're still reading this, here are some (personal) facts about me:
I'm a working mom. I got a baby boy and two cats: Oliver and Luna 🌒. They are all a bit chubby but really cute.
Not very modest, but I think I'm funny 😝
I love to travel. My next destination: Tokyo, Japan. 🍣 I need to find another one.
I bike, bike, bike. 🚴 And snowboard, snowboard, snowboard.
You can easily buy me with good food 🍲. I love trying food from different parts of the world.
Call-to-action?
Wanna talk? Reach out to me on Linkedin.
My values, in short: knowledge sharing, transparency, punctuality, honesty, and dedication.
When it's about work or things that I create, I care to be meaningful, ethical, sustainable, reliable, and traceable.
Alexandra - the person when not working
Well, first of all - thanks for your patience. If you're still reading this, here are some (personal) facts about me:
I'm a working mom. I got a baby boy and two cats: Oliver and Luna 🌒. They are all a bit chubby but really cute.
Not very modest, but I think I'm funny 😝
I love to travel. My next destination: Tokyo, Japan. 🍣 I need to find another one.
I bike, bike, bike. 🚴 And snowboard, snowboard, snowboard.
You can easily buy me with good food 🍲. I love trying food from different parts of the world.
Call-to-action?
Wanna talk? Reach out to me on Linkedin.
My values, in short: knowledge sharing, transparency, punctuality, honesty, and dedication.
When it's about work or things that I create, I care to be meaningful, ethical, sustainable, reliable, and traceable.
Alexandra - the person when not working
Well, first of all - thanks for your patience. If you're still reading this, here are some (personal) facts about me:
I'm a working mom. I got a baby boy and two cats: Oliver and Luna 🌒. They are all a bit chubby but really cute.
Not very modest, but I think I'm funny 😝
I love to travel. My next destination: Tokyo, Japan. 🍣 I need to find another one.
I bike, bike, bike. 🚴 And snowboard, snowboard, snowboard.
You can easily buy me with good food 🍲. I love trying food from different parts of the world.
Call-to-action?
Wanna talk? Reach out to me on Linkedin.
My values, in short: knowledge sharing, transparency, punctuality, honesty, and dedication.
When it's about work or things that I create, I care to be meaningful, ethical, sustainable, reliable, and traceable.
Alexandra - the person when not working
Well, first of all - thanks for your patience. If you're still reading this, here are some (personal) facts about me:
I'm a working mom. I got a baby boy and two cats: Oliver and Luna 🌒. They are all a bit chubby but really cute.
Not very modest, but I think I'm funny 😝
I love to travel. My next destination: Tokyo, Japan. 🍣 I need to find another one.
I bike, bike, bike. 🚴 And snowboard, snowboard, snowboard.
You can easily buy me with good food 🍲. I love trying food from different parts of the world.
Call-to-action?
Wanna talk? Reach out to me on Linkedin.