About Me
I am a product and digital experience leader with a product design background and 13+ years of experience across fintech, travel, digital commerce, and technology. I have led both design organisations and multidisciplinary product teams spanning design, research, content, product, and engineering.
Most recently, I co-led Decathlon Digital’s 100+ person Lower Funnel organisation, shaping the product vision across commerce experiences while leading design, research, and content. Previously, I built Booking.com’s FinTech design function from 7 to 30+ people, supporting products responsible for more than $200B in annual transaction value.
Throughout my career, I have scaled teams, design systems, and product practices while delivering measurable customer and business outcomes in close partnership with Product and Engineering.
Leadership Approach
I believe the best design leaders set direction without creating distance from the work. I create clarity around the problem, establish the standards for great work, and give teams the autonomy to find the best solutions while staying close enough to the craft to know where the experience can be materially better.
My leadership combines strategic vision, strong product thinking, customer insight, and design craft. I am particularly energised by complex, high-trust problems where simplifying the experience can meaningfully improve people’s lives.
Domains
Domains: B2C • B2B2C • Digital Commerce • Retail • FinTech • Payments • Travel • Marketplaces • AI • Customer Experience
Portfolio
Decathlon Digital
Amsterdam | Aug 2024 – Present
Global Director of Product Design, Payments Experiences & Lower Funnel
1 / Reimagining Decathlon's Lower Funnel
Decathlon had an ambitious digital growth objective: increase e-commerce's share of revenue from 14% to 30%, from roughly €3bn to €6.2bn by 2026. Lower Funnel was critical to achieving that ambition: it is where customers move from browsing to buying, and where their post-purchase experience influences whether they return.
But we didn't have a unified product and customer experience vision connecting that journey.
2 / Seamless earning & spending experience: Decathlon Wallet*
Decathlon Wallet was a strategic payments and customer retention initiative designed to transform €100M+ of fragmented, unused customer value into a seamless digital balance customers could easily discover and spend.
3 / Transforming Lower Funnel Post-Purchase Through Grounded AI Strategy
Artificial Intelligence had rapidly become one of the company's highest strategic priorities. Across Decathlon there was significant excitement about AI, but also growing concern.Everyone wanted to build AI.
Booking.com
Senior Design Manager, FinTech
Amsterdam | Dec 2021 – Aug 2024
Product Design Manager, Payments
Amsterdam | Feb 2018 – Jun 2021
Design & Team Lead, Localization
Amsterdam | Mar 2017 – Feb 2018
Product & UX Designer
Amsterdam | Aug 2015 – Mar 2017
1 / Booking.com, Designing a Travel Money Card
Earlier research had identified an opportunity for a Booking.com Travel Money Card and established a customer journey spanning pre-trip, on-trip and post-trip. But having a card wasn't enough.Customers already expected the fundamentals from any financial product: the ability to load money, make payments, view transactions and understand their balance.
2 / Booking.com — Unified Traveler Experience Vision
The work aligned everything done with the overarching Connected Trip product vision, turning company strategy into concrete customer experiences so the organization had one clear, shared path forward instead of every team pulling in its own direction.
3 / Redesigning Payments for Scale
The Payments Migration was a business critical project necessary to enable the future strategy for the entire company. For migration, the business decided to take the risk to both completely change the technical implementation AND the UI of payments at the same time.
