Description

I am an Art director / (Visual) ux designer / Product designer with a focus on solid branding, user knowledge and compelling storytelling. Specialised in b2c and b2b service platforms.

I have been working in the world of design for web for 25 years and it has been a great journey to watch and partake in the growth of the medium and the profession.

Industry field of expertise

Languages

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

Workplace preferences

Can work on-site

Amsterdam (up to 50km)

ABN AMRO
Creative product designer
BANKING AND INSURANCE
January 2021 - September 2025 (4 years and 8 months)
Amsterdam, Netherlands
Developing concepts for new products and services for various target groups and themes (mortgages, expats, youth, sustainability, business, etc.) in multidisciplinary designsprints. My specific role in these is:
• Securing concept quality
• Brand alignment
• Visualisation and prototyping
• Defining MVP strategies
Concept Development Visual Design Creative Direction Prototype Design Sprint
ABN AMRO BUSINESS
UX lead
BANKING AND INSURANCE
January 2018 - January 2021 (3 years)
Amsterdam, Netherlands
• Growing the design team from 2 to 8 designers
• Developing UX principles and vision
• Guiding and managing designers in work and growth
• UX promotion and implementation in the organisation
• Fascilitating and initiating usertesting
• Developing concepts for new products and services
Team management Strategic planning UI/UX Design Concept Development Creative Direction
Bart van der Meiden
Freelance UX designer / Art-director interactive
DIGITAL AND IT
January 2016 - January 2018 (2 years)
• Freelance.nl
• Philips
• Rabobank
• ABN AMRO

Senior visual designer / art-director online bringing together brands and people through storytelling and design.
Worked for customers as Rabobank, ING, ABN-AMRO, De Goudse, Volkskrant, Vestia, Ondernemersplein and much more.
Creative Direction Visual Design UI/UX Design Branding & Identity