With over 12 years of experience in research, strategy, and UX, I am passionate about creating impactful and meaningful digital products and services that solve real user problems and deliver value. As a Design Lead at ING Nederland, I lead the design and strategy for the digital sales platform for retail customers in Netherlands and Belgium, working on data-driven optimisation of the sales journeys and facilitating continuous product discovery and experimentation with product teams. In addition to my role at ING Nederland, I also share my knowledge and expertise as a Design Mentor at Springboard, helping students and professionals transition to UX design and become industry-ready. As a UX and Product Consultant, I work with various clients and projects, applying user research, UX design, and product management skills to drive data-driven and user-centric solutions. Throughout my career, I have also had the opportunity to work on diverse and challenging projects, from leading international service design projects to defining the complete user experience of a diabetes management application.