UX / UI DESIGN

Fix the friction before it costs you growth.

Your site is up, your users are landing, but they are not doing what you need them to do. We dig into the experience, find what is breaking, and redesign the parts that actually matter.

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01 / FOR YOU IF

Here’s where you might be stuck.

You have a working website and real users. Conversions are flat. You know something is off, but you do not have the data depth or traffic volume for A/B testing yet.

Users arrive but don’t act.

Your site works, but users do not stick around long enough to convert.

You see the drop but not the cause.

Your analytics show where people drop off, but you do not know why.

The guesses aren’t paying off.

You are guessing at what to change next, and you don’t see results.

Your site is below CRO scale.

You do not have the traffic for full A/B testing with statistical confidence.

One flow is killing the rest.

A specific flow is broken (onboarding, signup, checkout, search) and you need it fixed.

02 / WHAT WE DELIVER

No theatre. Just the things that move the numbers.

Five outputs that help you grow in the right direction.

Research, not assumptions.

User interviews, usability tests, and analytics review. We find the real problem before we touch a pixel.

Designs that earn their keep.

Wireframes and high-fidelity designs for the pages and flows that move the numbers. Nothing redesigned for the sake of it.

Validation before launch.

Preference tests, moderated sessions, or usability interviews. We prove the new version is better. If it is not, we say so and iterate.

A handoff without homework.

Specs, components, and notes your developers can build from. No follow-up questions about what a hover state should do.

A design system, if yours is missing.

We document the patterns you already have, or build them from scratch. Every future change stays on-system.

03 / HOW WE WORK

Three rules. No exceptions.

A process is just steps. These are the rules that decide what we do at every step.

01. Start with evidence.

We do not design from opinion. Before a single pixel moves, we know what your data says, what your users are doing, and why they are doing it. Hunches are hypotheses. Evidence is the brief.

02. Design for outcomes.

A redesigned button does not earn its place because it looks better. It earns it because it moves the number. We design what changes things, not what shines.

03. Test, don’t guess.

Every design is a hypothesis until proven otherwise. Preference tests, usability sessions, moderated interviews. When the first version misses, we say so and iterate. No design ships on faith.

04 / PROOF

Tested. Measured. Shipped.

Recent UX projects where the work paid for itself.

UX RESEARCH

UX / PRODUCT DESIGN

UI DESIGN

Users could read everything about the product but still had no idea what they bought.

Op de productpagina van Cierpa Kaizen werden alle functies van hun B2B-software voor procesverbetering uitgebreid beschreven, maar bezoekers konden geen antwoord geven op de meest elementaire vraag: wat koop ik nu eigenlijk? Ik heb het UX-onderzoek, de redesign strategie en de validatie tijdens twee rondes van preference tests geleid.

I led the UX research, design, validation process, dev hand-off, communication with the client and a causal effect analysis 8 weeks post-implementation.

Waarom dit belangrijk was

De pagina genereerde ongeveer één aanvraag voor een demo per maand. Voor een B2B-SaaS-product waarbij elke demo een potentieel zakelijk contract kan opleveren, is dat het verschil tussen een pagina die alleen "bestaat" en een pagina die werkt.

Dit project liet zien dat informatie niet altijd overtuigt als er alleen wordt verteld wat een product doet in plaats van wat het voor jou kan betekenen. Functies verkopen niet. Resultaten wel. Maar alleen als mensen kunnen zien wat ze ervoor terugkrijgen.

Ons doel was om de CTR van demo-aanvragen te verhogen. Wat we uiteindelijk hebben gedaan, is het product beter zichtbaar maken door de informatie die er al stond zo aan te passen dat deze beter aansloot bij de behoeften van de lezer.

Het probleem

Mensen begrepen het product niet omdat we het nooit echt hebben laten zien.

Cierpa Kaizen is software die teams dagelijks gebruiken, maar de productpagina leek wel een muur van vaktermen.

Tien tekstblokken die elkaar qua context overlappen zonder een duidelijke volgorde, een CTA die ergens onder de vouw verborgen zit, en nergens productafbeeldingen waar gebruikers ze daadwerkelijk zouden kunnen vinden.

We zagen dat de weinige gebruikers die helemaal naar beneden scrolden, onevenredig vaak op een YouTube-demolink klikten. Gebruikers wilden echt zien waarvoor ze betaalden.

We maakten het product zichtbaar

Eerst hebben we de pagina op basis van onderzoek heringericht. We hebben de hero-secties samengevoegd, de CTA boven de vouw geplaatst en de tien verwarrende tekstblokken teruggebracht tot vier gegroepeerde blokken.

De scroll depth tot onderaan de USP’s steeg met +21,2%.

Maar het inkorten van de secties alleen was niet voldoende. Mensen konden nu wel door de pagina navigeren, maar ze converteerden nog steeds niet in de mate dat het product verdiende. Dus hebben we het probleem opgelost dat gebruikers de daadwerkelijke software nog nooit hadden gezien.

We hebben een geheel nieuwe sectie voor de mobiele app gebouwd met mock-ups voor telefoon en desktop, de video-CTA van de onderkant van de pagina naar de hero verplaatst en elke sectie herschreven om te beginnen met resultaten in plaats van met functies.

We valideerden dit door middel van twee Lyssna preference tests (de eerste ronde gaf ons richting, de tweede bereikte statistische significantie) en pasten het design aan op basis van de feedback van deelnemers tussen de rondes door.

Impact

Naast de +21,2% verbetering in scroll depth zagen we: +817% relative uplift in de totale CTR naar de demo aanvraag pagina (van 2,27% naar 20,83%), +991% alleen al op mobiel.

Het aantal demo-aanvragen steeg van ongeveer 1 naar 4 per maand. Verrassend genoeg daalde het aantal klikken op die voorheen verborgen YouTube-demolink tot bijna nul. De vraag naar productbeelden werd al op de pagina zelf bevredigd.

We hebben meer gebruikers ervan overtuigd dat ze een demo wilden door hen te laten begrijpen waarvoor ze de demo aanvroegen.

Het herontwerp beantwoordde de vraag die gebruikers al die tijd met hun klikken hadden gesteld: “Wat koop ik nu eigenlijk?”

Dit is hoe we een uplift van 817% in CTR hebben gerealiseerd door het product en de waarde zichtbaar te maken.

Lees volledige case study

UX / PRODUCT DESIGN

USER FLOW DESIGN

Users hadn’t forgotten their goals, our flow had.

A user forgets their password. It happens. They reset it and expect to pick up where they left off. Instead, they landed somewhere that made no sense.

I led the analysis and redesign of PrintAbout’s password reset flow to cut the friction and restore momentum for users trying to finish what they started.

Waarom dit belangrijk was

Password resets are easy to overlook. They’re invisible when they work. But when they don’t, they break trust, momentum, and sometimes the entire experience.

This project was about listening to users, recognizing the friction we’d normalized, and rebuilding trust with thoughtful defaults.

It taught me to stop asking “Does it function?” and start asking “Does it respect what the user is trying to do?”

Het probleem

PrintAbout has an average retention period of 8 months between purchases, we don’t pretent to be that important to users that they will remember their account’s password. So many will use the password reset function.

This password reset flow was technically functional, but ‘to function’ isn’t the same as ‘to work.’
Users weren’t just resetting their password, they were trying to reach their initial goal, and the password reset just happened to be on the way.

We ran five user tests and watched the same thing happen every time: No matter if they started at the account login or in the checkout login, they all got dropped on the shopping cart page.

Still logged out. Disoriented. And further from their goal.

It wasn’t their fault. It was ours.

Rebuilding with user intent

There are two distinct entry points, and two very different intentions:

Checkout users had one clear goal: Place an order.
Dropping them back at the shopping cart forced them to repeat steps they’d already taken. It felt like starting over. Worse, it felt like being punished for forgetting their password.
Now, they’re returned directly to the shipping step, already logged in, ready to continue their purchase.

Account users weren’t immediately trying to buy, they needed invoices, order histories, or address updates.
The old flow dropped them in the wrong place entirely, the shopping cart…
Now, they land in their account dashboard, logged in and closer to their goal.

By restoring context and removing unnecessary steps, we turned a frustrating detour into a seamless journey.

Now, users move forward. Not back.

Impact

This change didn’t generate a massive revenue spike, because most users resetting their password were already motivated enough to finish their task.

But that wasn’t the point.

Sure, they could still complete the task before.
And yes, most would’ve come back eventually.
But that frustration? It sticks, to the brand, the memory, the next visit.

This is how we turned a technical flow into a human one.

UX flowchart illustrating how a data-driven UX designer redesigned the forgot password experience.

05 / WORDS FROM CLIENTS

Said it better than we could.

What it’s like on the other side of the work.

Lars is een uitmuntende UX-professional met een buitengewone analytische aanpak bij het oplossen van problemen.

His ability to break down complex challenges and craft intuitive, user-centered solutions backed by real data is truly impressive.

Beyond his remarkable skills, Lars is always ready to support the design community with his valuable insights and guidance, making him a trusted and inspiring figure for anyone fortunate enough to collaborate with him.

Jan MrazAtheros Intelligence Ltd

Through word of mouth, I heard that Lars creates unique designs for businesses. I shared my preferences and let myself be surprised.

My experience with Lars is that he’s very patient, thinks along with you, and is committed to delivering the best possible results to ensure client satisfaction.

I’m absolutely thrilled with the outcome, it looks professional! A beautiful design and stunning business cards. In my view, Lars is highly skilled and delivers top-quality work. I can wholeheartedly recommend him!

Caresse AntonissenInnerwork Caresse

This recommendation might be a bit biased since we’re family, but I can highly recommend Lars for CRO & UX-design projects.

My client was struggling with their website’s conversion rate, even though their SEO/SEA traffic had increased significantly. In a 1.5-hour Google Meet call, Lars provided a lot of actionable recommendations to improve conversions. He was able to clearly back up all of his tips with research and data as well. It was also evident during the call that Lars has a lot of knowledge and experience in CRO & UX-design. He really knows what he’s talking about.

If you’re looking for actionable tips to get more out of your website, I highly recommend reaching out to him.

Niels BroekzitterNiels Broekzitter Internet Marketing

“Technology should work around people, not the other way around.”

06 / CONTACT

Let’s make something that works!

Tell us where your business is and where you want it to go. Brand, website, UX, or conversions, we’ll tell you how we can help. No sales pitch, just a straight answer.

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