My Role

As a 'generalist' UX designer at cXstudio, I work in a cross-disciplinary team in Agile and Scrum sprints.


I worked in different kinds of projects - simple and complex re-designs, compliancy projects with very fixed requirements, and strategic UX in projects with early design involvement (these are my favorites).

Together with the fantastic guild of UX designers and UX researchers, we collaborate to constantly improve our way of working, for example by creating a Pattern Library and addressing accessibility issues.

Areas I have worked in cover Mijn Aegon self-services, Pension, and administration portals for Advisors and Employers.







Git Hub

Google Analytics

User Research

User Testing

Requirement Definition


Metric Definition

Style Guides

User Journeys


Flow Diagrams




Strategic planning


some projects i worked on


call reduction

Goals: Reduce calls

Problem: Customers cannot find relevant information and call instead. Calls are expensive, and time consuming for users.

Why are users calling? : First assumption: Information architecture is not clear, there is no clear path to helpful information. There is outdated and irrelevant information and walls of text. Contact number is very easy to find, but Help information is hard to find.

Checking assumptions: We worked with Customer Service agents to get information regarding calls and with data analysts to understand user behaviour. There were many interesting insights, for example Google analytics metrics showed that over 50% of users were reaching the contact information numbers page directly from the home page - the route was not taking them through FAQs at all. FAQs were, in fact, harder to find and did not have relevant information.

S&C page_Changes_SmallSimon.png

Solution: Improve Information Architecture to support clear paths to helpful information. Improve the quality of the information and prioritize it dynamically based on users' queries. Remove all outdated information. Set up new metrics, measure and optimize.

Pattern Library

One of my favourite projects at cXstudio was our Pattern Library. The goal was to bring consistency and efficiency by creating reusable components, creating solutions to recurrent design problems.


The library meant working closely together with all the designers, also involving developers, content managers, marketeers  and management. We collaborated to create consistent reusable patterns and focused on improving processes.

The first stage was taking an inventory of existing elements. We took atomic design approach. I love spotting structures and behaviors that repeat, finding the structure in a system, so my contribution was mainly 'pattern hunting' and describing these patterns, working on guidelines for pattern use.

I revised all the colour palette, icons, messages and tables. We looked at different types of content blocks, defined form structure and validation, looked at page templates.

I was lucky the company supported me attending a Design System conference in Helsinki, where I got to listen to the design systems master Nathan Curtis.

Strategic UX Workshops

I really enjoy when UX is involved early, helping shape user-centered solutions.

I used service design techniques such as customer journey mapping and storyboards to assist business teams in shaping and strategizing their value propositions.

DIP CJ WorkshopBlurred.jpg
DIP SolutionsJourney Blurred.png
  • By visualizing a customer-focused ecosystem, business value and user value can be better aligned.
  • User-centricity is embedded in value planning.
  • When design leads by collaboration and facilitation, the shared sense of ownership brings the strength of everyone's knowledge together. 
  • Great way of identifying gaps and operational inefficiencies
  • Allow for proactive identifying of opportunities

Risk Profile Assessment Tool

This project was a redesign of an existing questionnaire, due to compliancy reasons. Apart from interface and usability improvements, the main challenge was to make the new and much extended flow as clear as possible.

  Old Tool

Old Tool

  New outcome flow

New outcome flow

  Iteration for new presentation

Iteration for new presentation

  Desktop view

Desktop view

  Mobile view

Mobile view

"In November 2017, Aegon in the Netherlands won the 2017 PensioenWegwijzer (Pension Show-me-the-way) award, for the Aegon ProfielWijzer (Profile Checker). In just five minutes, Aegon's ProfielWIjzer guides soon-to-retire customers through a series of questions to determine the risk profile of their pension pot, as well as the type of income - fixed or variable. The jury said, 'This initiative demonstrates that by guiding people through their personal choices, they're prepared to take decisions that can contribute to an improved pension.'"


Income and Disability Calculator

  Mobile view

Mobile view

  Mobile view

Mobile view

  Desktop view

Desktop view

This was a compliance project - meaning a regulation was introduced that required employers in the Netherlands to show their employees what coverage they would have in case of disability.

Disability scenarios, laws and insurance products are fairly complex and regulations limit how much information can be simplified.

Claims routing

Schade Melden Phone mock up.png

Aegon has many business lines and products, with different journeys and steps both for users and within the company.

Users would like to find the right channel fast.  Having a user read a description of all available options and only then selecting the right one for the situation was not efficient or user friendly. The goal of this re-design was to help users find the right journey for their claims as directly as possible.

We mapped each of these journeys and adopted a 'conversational' approach to route users to their right action.

Once the user has selected the option that applies to his/her situation, a series of questions brings him/her to the right option for the situation (repair-shop, online report, phone, liability).

This conversational approach performed much better in A/B testing than a static copy based approach, had more positive user feedback and generated less phone calls.


 Wireframe for static copy approach

Wireframe for static copy approach

 Early iteration for more dynamic, conversational approach. User flow depends on their answers.

Early iteration for more dynamic, conversational approach. User flow depends on their answers.

Apologies, I am still working on this page :)