Freelance senior product designer for large digital products
I've been Design Lead & Senior Product Designer on large products — KLM and adidas among them. What I bring to a product team is senior design weight: systems thinking, brand coherence and quality across the whole thing, not just individual screens.
I'm most useful where scale makes consistency hard — lots of teams, platforms and touchpoints, and a product that's drifted into feeling like several different ones. My job is to make it feel like one.
What I bring to a product
- Senior design direction across a large, growing product
- Systems thinking so the product stays coherent as it scales
- Brand and product that actually feel connected
- A higher quality bar, held consistently across teams
Where I add the most
When a product has grown fast and now feels inconsistent across surfaces, when a redesign needs a stronger system behind it, or when product and brand have drifted apart. I bring both the direction and the hands-on design to close that gap — a senior pair of hands without a permanent hire. I lead on the design; I work closely with product and brand on the rest.
Where I've done this
Air France-KLM — Design Lead & Senior Product Designer (2023–2026)
KLM's digital experience spans a very wide range of touchpoints, and that scale creates fragmentation. The work was about coherence across it all — strengthening the foundations and the shared visual system so product, marketing and brand connected, and the experience felt recognisably KLM wherever you met it.
adidas — Design Lead & Senior Product Designer (2021–2023)
Senior product design across a large, global digital surface, where consistency is a requirement rather than a nice-to-have.
Odido & Philips
On Odido I led the design system side of a rebrand across web, app and TV — work that won a Diamond Sabre Award for Brand-Building; on Philips I designed for the full e-commerce journey. Both were fundamentally about making a big product feel like one coherent thing.
How I work
- Find where it stops feeling like one product
Usually in the everyday flows and the seams between teams, not the hero screens. - Fix the foundation first
Get the system and the shared patterns right, and a lot of the surface-level inconsistency resolves itself. - Lead on design, partner on the rest
I set and hold the design direction, working closely with product and brand rather than replacing them.
FAQ
How is this different from your UX/UI page?
It's the same person, different emphasis. On the UX/UI side I'm hands-on with the screens. As a senior product designer I bring the weight a larger product needs — systems thinking, brand coherence and quality across the whole thing — which is what my Design Lead & Senior Product Designer roles at KLM and adidas were about.
Do you do product strategy?
I'm a designer, not a product manager — I'm honest about that. What I bring is senior design direction: making a large product feel coherent, getting the foundations and patterns right, and raising the quality bar. I work closely with product and brand, but I lead on the design, not the roadmap.
What size of team or product do you work with?
Mostly large digital brands with real scale and complexity — KLM, adidas, Odido, Philips — where lots of teams and touchpoints make consistency hard. That's the situation I'm most useful in: a big product that needs to feel like one thing.
Need senior design weight on a large product?
Get in touch.