How I think
Most problems that look like execution problems are actually understanding problems. Before reaching for a solution, I want to know what the real question is — what customers are actually trying to do, where the experience breaks down, and what it costs the business when it does.
I'm rooted in Jobs To Be Done thinking. That means starting with the person, not the product. It means being willing to reframe the problem before committing to an answer. And it means aligning what a business offers with what its customers genuinely value.
Thinking before doing. Clarity before solutions.
Areas of expertise
A cross-disciplinary practice built over 15 years of client work and research.
Customer Research & Insights
Understanding what customers actually need — not just what they say they want.
Customer Journey Mapping
Seeing the full experience as your customer lives it, from first awareness to long-term loyalty.
Service Design
Aligning what happens behind the scenes with what customers feel in front of it.
Pricing Research & Strategy
Connecting perceived value to price — so the right customers say yes for the right reasons.
Feature Discovery & Testing
Building what matters. Cutting what doesn't. Asking before assuming.
Speculative Design
Exploring what's next — not just improving what exists.
Problems I work on
The business challenges that shape my practice — framed as the questions organisations bring to the table.
How can a platform model such as Uber and Airbnb contribute to a bank's business model?
How can we help customers determine which phone plan is right for them?
How can we elevate an airline passenger's digital experience at the lounge?
How can we help a stranded car driver get their vehicle back on the road as soon as possible?
How can we improve the vehicle servicing experience for our customers?
How can we allow students to explore a university campus from their homes?
How can we convey a customer's total financial worth in a meaningful way?
How can we create a truly differentiated experience for our customers?
Industries I've worked in
Across Belgium, the Netherlands, Luxembourg, Germany, and Australia.
- Financial services
- Aviation & travel
- Consumer electronics
- Telecoms
- Healthcare
- Gaming
- Higher education
- Public sector
Organisations I've worked with
Let's talk
I'm always open to a conversation about CX, research, or what good customer experience strategy actually looks like in practice. No pitch. Just a conversation.