Hello! I’m Anna, a UX/UI Designer based in Utrecht.
Hello! I’m Anna, a UX/UI Designer based in Utrecht. I design digital products that feel clear and human.
Hello! I’m Anna, a UX/UI Designer based in Utrecht.
About me
I design B2C and B2B digital products where research, product logic and UI need to become clear. My work is strongest when the problem is still messy: shaping flows, simplifying decisions and building systems teams can use.
I design B2C and B2B products where research, flows and UI need to feel clear. I’m strongest early: turning messy product questions into decisions teams can build from.
I design B2C and B2B digital products where research, product logic and UI need to become clear. My work is strongest when the problem is still messy: shaping flows, simplifying decisions and building systems teams can use.
Before design, I managed a customer-facing team in fashion retail for three years. I worked close to KPIs, A/B experiments and real customer signals, but also to the quieter parts of service: hesitation, trust, small decisions and the systems behind them.
Before design, I managed a fashion retail team for three years. It trained me to notice hesitation, trust, small decisions and the service systems behind them.
How I Think ✷
How I Think ✷
01
01
I start with how it feels to use.
I start with how it feels to use.
Where people hesitate or feel confused, that’s where the real work is.
Where people hesitate or feel confused, that’s where the real work is.
02
02
I prototype to learn.
I prototype to learn.
Fast prototypes surface the real questions before the product gets polished.
Fast prototypes surface the real questions before the product gets polished.
03
03
I’ll tell you what isn’t working.
I’ll tell you what isn’t working.
That’s usually more useful than another round of polish.
That’s usually more useful than another round of polish.
04
04
Technology helps me think, not imitate.
Technology helps me think, not imitate.
I use Claude Code, Codex and project-specific AI helpers when they make the work clearer: structuring research, exploring interface logic, testing content and prototyping faster. I don’t use them to copy a style or skip judgment. The final direction still comes from taste, accessibility, product thinking and what real people need.
I use Claude Code, Codex and project-specific AI helpers to structure research, test content and prototype faster. They help me think, not imitate: the final direction still comes from taste, accessibility, product logic and what real people need.
What I Do
What I Do
Brand & Visual Direction
Brand & Visual Direction
Visual identity basics / art direction / brand guidelines / presentation systems
Visual identity basics / art direction / brand guidelines / presentation systems
UX/UI Product Design
UX/UI Product Design
Research synthesis / user flows / IA / wireframes / prototyping / interface design / usability testing / AI-assisted workflows
Research synthesis / user flows / IA / wireframes / prototyping / interface design / usability testing / AI-assisted workflows
Responsive & Mobile Design
Responsive & Mobile Design
Mobile UX flows / responsive patterns / interaction states / engineer-aligned screens
Mobile UX flows / responsive patterns / interaction states / engineer-aligned screens
Design Systems & Collaboration
Design Systems & Collaboration
Figma components / UI libraries / documentation / collaboration
Figma components / UI libraries / documentation / collaboration
Fast Prototyping
Fast Prototyping
Concept exploration / content drafting / layout options / rapid design iteration
Concept exploration / content drafting / layout options / rapid design iteration
Utrecht, Netherlands
Available for remote and on-site across the Netherlands.
Utrecht, Netherlands
Available for remote and on-site across the Netherlands.