Niels Groen

I am a Senior (and Lead) User Experience and Service Designer, based near Amsterdam, with over 20 years of experience in developing digital products. In my early years, I also held technical roles, which gives me a broad perspective on projects and ensures good alignment with the development team.

My focus is always on the end-user, without losing sight of the client's business interests. That's why I always start with insight, research, and interviews with stakeholders. I look for the root cause of the problem and for possible solutions or improvements. I sketch ideas that evolve into prototypes, often using AI. My familiarity with the development team's workflow allows me to deliver consistent work that precisely matches their specifications. Throughout the agile process, validation and testing are essential components. I am a strong advocate for prototyping to validate ideas with users.