About me

Work experience

I started my career as a socio-historical researcher, and more or less accidentally stumbled into the User Experience (UX) field in 2007. After learning the ropes of UX design, I specialised in UX research and design research.

As a design researcher I helped companies define their product or service innovation strategies with insights from exploratory research: what drives the target audience, what are their underlying needs and how can you design for those.

Noticing that research insights were often lost during the design process, I looked for ways to bridge this gap. This led me to focus more on co-creation, facilitation and design thinking. Which in turn encouraged me to complete a post-academic course in behaviour change.

I have been lucky to gain experience at large and small companies and organisations, both in Australia and The Netherlands. These include Philips, KPN, the Design Innovation Group, News Digital Media, Fairfax Media, GoGet Carsharing and more.

By now I have had many different titles, including UX researcher, Service Designer, Co-create Lead and Senior Design Strategist. But what binds all of these together is my desire to help create meaningful, human-centred solutions. Solutions that focus on the people who need to use and benefit from them.


I was born in Amsterdam, spent part of my childhood in Pakistan and 15 years of my adulthood in Australia. I now live in Utrecht, The Netherlands, with my Australian husband and 2 kids. My favourite holidays involve family, good food and nice drinks. Preferably in a warm, sunny location near some water. I like walking, an easy jog and Pilates, so am not exactly into extreme sports.

When collaborating I find kindness, trust and open communication important, along with productivity and a good dose of humour. I have a soft spot for projects that relate to healthcare, education or sustainability.

Get in touch

Think I can help? Would you like to know more? Contact me for a coffee and a chat.