Hello! I’m Anna, a UI/UX designer based in Utrecht.
I design digital products that feel clear and human.
About me
I design B2C and B2B digital products — EdTech, e-commerce, and AI concepts. I cover the full process: research, flows, wireframes, prototypes, and Figma component libraries built for fast, consistent developer handoff.
I work alongside teams, not just execute briefs.
Before that: three years managing a luxury retail team. KPI reviews, A/B experiments, high standards under real pressure. That background changed how I think: I don't just ask "Does this look right?" — I ask, "Does this work, and how would we know?"
How I Think
01
I start with how it feels to use.
Where people hesitate, what confuses — that's where the real work is.
02
Building fast surfaces the real questions quicker than planning does.
03
I'll tell you what isn't working.
That's usually more useful than another round of polish.
04
AI handles the starting point.
My job is knowing when it's right.
What I Do
Branding
Logo Design / Visual identity basics / Simple brand guidelines
UX & UI Design
User research & analysis / User flows & IA / Wireframing & prototyping / User interface design / Usability testing / Design systems & components
Mobile
Mobile app UX & UI / iOS & Android screen design / Mobile flows & prototypes / Design handoff for development
Visual & Content Design
Marketing visuals / Social media graphics / Presentations & decks
AI-Assisted Workflow
Concept exploration with AI / Content & microcopy support / Layout variations / Fast prototyping/ Design with AI