Experience

Resume.

Design leader with 20 years spanning research, strategy, and hands-on execution — from Amsterdam agencies to Accenture Song to leading global web design in cybersecurity. Builds teams and design systems, and occasionally the product itself: most recently two native Swift iOS apps.

Resume.pdf ↓

Work Experience

  1. TrendAI

    Remote — Austin, TX

    1. Sr. Manager, UI/UX Web Design

      Aug 2024 — Present

      Leads a four-designer team responsible for TrendAI's global marketing surface: 14 regional builds under one brand family, serving audiences from security analysts to CISOs and CEOs.

      • Rebuilt design-system discipline across a multi-region surface that had drifted, resulting in consistency improvement, build-time and defects reduction.
      • Moved a distributed team across time zones onto a modern, AI-assisted design-ops workflow, cut design-to-publish time from 2 weeks to 3 days on average.
      • Introduced automated daily QA across all regional builds, catching regressions before customers do.
      • Currently directing a comprehensive redesign of the global site.

  2. Woest Design Strategy

    Austin, TX

    1. Principal & Founder

      Jan 2015 — Present

      Independent strategic design practice, running alongside employed roles. Human-centered research applied to messy business problems.

      Most recent work: Fieldnote — a health product designed and built end-to-end, including two native Swift iOS apps. Strategy, research, UX, visual design, and code.

  3. Accenture Song (Fjord)

    Austin, TX

    1. Design Director / Principal Designer

      Dec 2021 — Dec 2023

      Led multidisciplinary teams designing human-centered experiences across Energy, Entertainment, Financial Services, Hospitality, Insurance, and Telecommunications. Turned generative and evaluative research into strategic roadmaps that clients funded and shipped — luxury smart watch for TAG Heuer, complex ML assortment system and a physician scheduling app are some examples.

    2. User Experience Lead

      Sep 2017 — Nov 2021

      Ran high-profile strategic engagements with product design teams of up to 15, and supported go-to-market work. Introduced research and iteration frameworks that sped up synthesis by 50% and were directly credited in securing repeat business from over 10 clients.

    3. Senior User Experience Designer

      May 2015 — Sep 2017

      Research-led, iterative product design for international clients in car rental, luxury consumer goods, and energy. Built a content-management framework that streamlined how designers, copywriters, and developers collaborated on complex projects.

  4. Clockwork, part of Ordina (now Sopra Steria)

    Amsterdam (NL)

    1. Interaction Designer, Media & Publishing Team Lead & Digital Strategist

      May 2006 — Jun 2014

      Eight years, three roles: Senior Interaction Designer → Media & Publishing Team Lead → Digital Strategist. Designed for KPN, ING, Univé, NDC|VBK, and the Dutch government; led the studio's media & publishing team; and was critically involved in more than a dozen winning pitches as the practice grew.

Skills

  • Content Design
  • Conversational Design
  • Cross-Functional Team Leadership
  • Design Direction
  • Design Systems
  • Design Thinking Facilitation
  • Digital Strategy
  • Discovery Research
  • Ethnographic Research
  • Evaluative Research
  • Human-Centered Design
  • Information Architecture
  • Prototyping
  • Service Design
  • Style Guides & Design Ops
  • Team Management
  • UX Design
  • Usability Testing
  • User Research

Tools

  • Figma
  • FigJam
  • Framer
  • Adobe Creative Suite
  • Miro
  • Mural
  • Microsoft Office Suite
  • Notion
  • AI Design & Prototyping Tools (Claude, OpenAI, etc.)

Education

Bachelor's Degree, Communication
Hanzehogeschool Groningen / Hanze University of Applied Sciences Groningen, Groningen (NL) · 2003