Product design for early-stage teams, from fuzzy ideas to a focused v1 with fast discovery, lean UX and AI.
Mindleaf 0→1 B2B AI platform for staffing agencies
Gutsie Health tech app that helps women improve their gut health
Heineken 0→1 ordering app for bar and restaurant owners
Coolblue Web app that helps Account Managers boost their sales
Retailers community Landing page on desktop and mobile
Luxury real estate agency Full website and identity
After spending the first part of my career at big brands like Coolblue and Heineken, I decided to go freelance to apply my knowledge in the context where I’m happiest: early-stage teams where big ideas are still being shaped and I can have the most impact.
Where I add the most value
My toolbox
I do my best work with founders who
We brought Alice in at Mindleaf.ai while we were building our product from scratch. Some weeks we needed careful, high-quality product design and user testing work, and other weeks we just needed to ship to hit a deadline.
Alice got that balance right. She shifted gears whenever we needed her to, and she went a step further by nudging us as founders when we’d benefit from more speed or more quality. With her help we picked up the pace and successfully rolled out our product to our first 20 customers.
If you’re a founder taking a product from zero to one, I’d recommend Alice. She brings the craft of a senior designer and the pace of someone who understands startups.
Working with her has been a pleasure! Alice is proactive, reliable, capable and all round a cheerful human being.
She quickly became an expert in a complex area, taking full ownership of projects while collaborating across teams to address technical, legal, and security requirements.
I was especially impressed by how she handled challenges with calm professionalism, keeping discussions constructive and solutions-focused.
Alice builds and maintains very strong relationships with her clients by being very open in her communication. She is always very empathetic, taking into consideration our needs while keeping a critical view on the matter. This helps in creating concrete and good solutions that have the right functionalities.
These are the most common setups, and most projects end up as a mix. Not sure where to start? I’m happy to talk it through on a call.
Book a callA fixed-scope design sprint that gets your product ready for your next milestone.
The benefits of an in-house designer, with the flexibility of a freelancer. Ideal when your backlog or priorities keep moving and momentum matters. I reserve a fixed number of days a week for you, and together we decide what I work on every week, shifting priorities as your product changes.
Book a free 30-minute call at this link. We’ll talk about where your product is, what’s coming next and whether we’re a good fit. Within 2 business days, I’ll send you a proposal with the setup I’d recommend.
No, not only! I do my best work with early-stage teams taking a product to launch, but after years at Coolblue and Heineken, I’m just as at home in larger companies.
I’m based in the Netherlands but work remotely, so location doesn’t matter. What matters is a good design problem to solve and a good fit.
Yes, very happy to! With developers, I hand over specs they and their AI coding tools can build from, and stay close while they build. With other designers, I can lead a piece of work or support theirs. If you go for an Embedded Designer setup, I also join your team’s ceremonies, like standups and sprint planning.
It depends on what you want to achieve (I know, I know: classic designer answer :))
Go for a Launch Sprint when the scope can be fixed and a milestone is close. If your priorities keep shifting or you need ongoing design support, an Embedded Designer is the right choice. Still unsure? We can work it out together on a first 30-minute call.
Absolutely. A Launch Sprint can turn into an Embedded Designer after launch, or vice versa. When your priorities change, we adjust the setup together.
A Launch Sprint is priced on its scope and length, and an Embedded Designer on how many days a month you need. Either way, we agree the price in writing before we start, so there are no surprises.
That’s completely normal. Small changes can usually be absorbed by swapping one design task for another of similar size. For bigger changes, we look at what they affect and together make a decision on how to move forward.
My go-tos are Figma and Claude for design, and Slack for day-to-day communication.
I’m a sucker for a good business tool, but what matters more is a way of working that suits your team. If you already have your tools set up, I’ll happily work in yours.
Once you accept the proposal, I’ll send a contract to sign and a first invoice, which locks in my availability for you. For a Launch sprint that’s half the price, with the rest due at handoff. For an embedded designer it’s the first month, then one invoice a month.
The contract is a simple B2B agreement covering the scope, timeline, price and payment terms.
You pay my business directly, and every invoice has the details your bookkeeping needs.
I work remote-first, but I’m happy to come on-site for the days when being in the room helps, like a kickoff or a user test. Within Europe that’s usually easy to arrange with some notice :)
