Catawiki – proposition research

By organising two user sessions with both sellers and buyers that had been using the online auction platform Catawiki, we helped to validate how Catawiki is currently being perceived by its customers and gained insights to what USPs resonate most.

I was involved in organising and leading both sessions, as well as analysing the outcome and presenting this back to all stakeholders.

Involved client for this project: Catawiki

Vodafone CXX – Customer journey design

This project was focused on improving the Vodafone customer experience, across all markets.

In our case, we focused on both renewing customers as well as customers that could become ‘converged’ (combining mobile with home services).

In order to get to a holistic understanding that would enable us to formulate the to be achieved global design principles, we held over 5 workshops, across Europe, to learn from the current challenges and success stories of the local markets.

Involved client for this project: Vodafone Group
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Vodafone Cloud & Message+ – Customer journey design

We were asked to assist with the exploration of Cloud sharing scenarios, which would accordingly be used to enrich Vodafone’s instant messaging app, Message+.

By analysing the earlier conducted market research, customer needs and industry examples, enabled us to cluster our insights to design principles. The according design principles were then used for the ideation phase, aligned with the strategy for Message+.

When communicating this strategy to the Vodafone stakeholders, several service design methods were used, e.g. a customer journey to stress Message+ as phone centric experience, mock ups of bus posters to translate findings to marketing propositions and sketched out scenarios enhanced with use cases to address the relevance for both Vodafone as well its customers.

Involved client for this project: Vodafone Group

KLM Health Services – Website redesign

The goal of this project was to reduce over 10 separate websites to one.

To tackle this, we analysed the different websites by mapping out and clustering all content, allowing us to design a first concept proposal.

This proposal was then used as probe in co-creation sessions with both B2C and B2B customers that had used the individual websites.

These sessions proved their value in helping to formulate five design principles that later informed the design and iteration process on the delivered design templates.

View the result on
The website is also available in English.

Visual design by: Joris Hoogendoorn
Involved clients for this project: KLM Health Services, Airport Medical Services, BuZa.

Vodafone SecureNet – Web app design

During this project two Design Research group sessions were held to collect consumer insights regarding habits, needs and concerns around mobile devices and safety, in a family context.

The main challenge was to enable parents to change their child’s settings without taking their devices, while also taking into account the different mobile contexts and according data connection (Mobile connection vs. Wi-Fi connection).

The qualitative insights from the group sessions led to development of SecureNet, a web application that integrates with and protects Vodafone’ customers against viruses, dangerous files and harmful websites, as well as offering them additional parental features if desired.

We did not only design the web application, but also the website promoting the service on

Visual design by: Joris Hoogendoorn
Involved client for this project: Vodafone Group

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