Principal UX & UI designer

I'm Jeroen, a principal UX/UI designer based in The Netherlands. For the past 15 years I’ve been designing digital products for several clients at agencies, during my freelance work and right now at Coolblue. I am a hands-on designer whilst also helping other designers produce their best work by coaching, mentoring and lead by example.

Coolblue is the leading e-commerce company in The Netherlands. I am in the lead of everything that is happening around the design of the website, app and tools of Coolblue.

More about me & Coolblue

My role as Principal UX/UI Designer at Coolblue

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    I’m building bridges between teams
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    Coaching designers to get to the right idea and get the idea right.
  • 🙋
    Being that hands on designer if there is a lack of design capacity
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    Design high level concepts and future visions to help teams moving forward
  • 🥇
    Make sure we create a consistent, high quality Coolblue user experience
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    Constant focus on business goals, customer needs and branding and try to find a perfect balance between them

Personal and freelance work

Next to my daily work I’d like to work on some personal projects and do some design work as a freelance designer.

Loqal Delivery

A local grocery delivery service

I designed a responsive website where customers could order local products from local shops delivered at their doorsteps.

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Fitblocks

Easy to use software for a gym, fitness studio, yoga studio and bootcamp

I’m designing a tool for gym owners and gym members. Where you can manage members, payments, schedule and program workouts. While members use it for signing up for classes and manage their subscription.

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More of my work

My way of working

I am a big fan of design processes, like the “Design Thinking” process of Stanford d.school which is explained perfectly by designbetter.co in one of their e-books. Another great design process is Lean UX by Jeff Gothelf. A great design model we use at Coolblue is the well known Double Diamond model.

It all basically comes down to

Some facts about me

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Jeroen fact
🍰 I love cheese cakes
🪵 I like to do some woodworking
🥐 I love French pasteries
🎮 World of Warcraft is my favourite game all time
🥖 I love the French countryside
⛸️ I like to do ice skating tours on natural ice
☕ I spend way too much money on coffee and cake
🚴 I like cycling on my racing bike
🚁 I like to take my drone out to make some beautiful aerial shots
🤓 Love to collect Star Wars Lego
🏋️‍♂️ I try to get fit by doing Crossfit