01 · 2026 · BR-ND People
PROMA — an AI proposal system a consultancy can trust
Workshops mapped where consultants lose their hours. The system gives those hours back, from intake to final proposal.
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Dutch, English (fluent), Spanish (A2)
Harmonic Strategic Designer · Amsterdam
I can help harmonize
How I work0:00
Press play
Whether the work asks for clarity or for direction, I combine sharp problem definition with a future perspective, and turn both into one clear story a team can act on.
MSc Strategic DesignThe work →
The wall
Seven pieces · 2020–2026
Selected work
Six cases · 2020–2026
02 · 2025 · Personal project
Local Talent — rising artists, inside the app I already use
An app that reads my Spotify playlists, knows what I like, and surfaces rising / local artists playing near me.
View project →03 · 2022–2023 · ANWB Energie
ANWB Energie — winning back the Cozy Empty Nesters
17% of ANWB members are cosy emptynesters. Only 9% of ANWB Energie customers are. Repositioning and commercialisation for that gap.
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04 · 2020 · Mexico City
KUDO — carrying two homes on one bike
31% to 37% of Mexican minors live between two households. A bike-mounted case that makes moving your things between them effortless.
View project →05 · 2024–2025 · NACO
NetZeroTool — how long until an airport reaches net zero
A dashboard on real Schiphol data that makes emissions and energy use visible, and puts a date on every scenario.
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06 · 2022 · Schiphol & iLabs
TravelBuddy — a calmer airport for senior travellers
67% of senior passengers feel high to extreme stress at the airport. TravelBuddy takes the guesswork out of every step to the gate.
View project →About me
I dig into awkward problems until I understand how they actually work, then read current trends against likely futures to offer a balanced view. Deep on user needs, wide on where things are going.
I work close to the people who own the problem and blend their ideas rather than replace them. Solutions built that way survive contact with the organisation. Trained in Amsterdam, at home in workshops, spreadsheets and prototypes alike.
Dutch and English fluent, Spanish A2 level.
Thinking outside of the box
- Innovation and Creativity
- Sustainability Integration
Connecting the dots and people
- Systems Thinking
- User Centered Design
- Collaboration and Stakeholder Engagement
Enthusiasm and willingness to learn
- Scenario Planning and Future Proofing
Tools and craft
- Solidworks
- Cursor
- Claude Code
- Power BI
- Consultancy
- Forecasting
Outside the work
Music, distance, and a year of learning Spanish the hard way.
Music
Guitar in bands, house sets behind the decks. Two sessions recorded on SoundCloud. The same skill as a workshop: read the room, then commit to the next move.
Local Talent, a personal project →
Mexico
A year at UNAM in Mexico City. I took hands on design courses, climbed volcanoes above the cloud line, and reached conversational Spanish by having no other option.
Movement
Surf, ski, tennis, running, cycling or hiking. Moving for me is where the thinking gets unstuck, and where most of my ideas arrive.
People who have worked with me
Ayu Koene
Design and Innovation Lead, BR-ND People
Adam Ekman Pedersen
CX Project Manager, NACO
Didier Citters
Colleague and friend, design projects at TU Delft