Over Alice
With 5+ years of experience and a background in eCommerce, B2B platforms, and enterprise tools, I focus on creating intuitive, high-performing digital products that make an impact. My approach spans end-to-end design, from user research and strategy to final design, ensuring that every solution is data-driven, scalable, and user-friendly.
What you can expect
👩💻 Blend of designer & consultant - I don’t just execute: I challenge assumptions, bring data-driven insights, and ensure every decision ties back to your business goals.
📈 Proven eCommerce & CRO expertise - With years of experience in leading eCommerce, I know what makes digital products convert and scale.
🚀 Efficient & agile process - I work in focused sprints, delivering high-quality results quickly without unnecessary overhead.
🤝 Collaborative approach - Expect clear communication, structured reviews, and actionable next steps that make working together smooth and productive.
-> Let's chat about how I can help you and your business!
Italiaans
Tweetalig / moedertaal
Engels
Vloeiend
Uitsluitend remote
Werkt voornamelijk remote
Werkervaring
- FreelanceProduct Designerjuni 2025 - Vandaag (1 jaar)Rotterdam, NederlandI work as a freelancer to help SME grow by crafting digital experiences that convert.
- Design strategy
- Design audits
- End-to-end design of apps, websites and landing pages (from research to development-ready Figma files)
- Mentoring & Coaching
- The HEINEKEN CompanyProduct Designerjuli 2023 - april 2025 (1 jaar en 9 maanden)Amsterdam, NederlandAt Heineken, I design digital experiences for eazle, a B2B eCommerce platform that enables bars, restaurants, and retailers to order Heineken products seamlessly.As the sole designer in my development team, I work alongside developers and product owners to drive Conversion Rate and CSAT through horizontal features that enhance the purchasing journey.As part of Heineken's design team, I contribute to a shared vision for improving digital products, aligning UX strategy with business goals, and advocating for user-first, conversion-focused design.
- CoolblueUX Designerfebruari 2021 - juli 2023 (2 jaren en 5 maanden)Rotterdam, NetherlandsDesigned & optimised B2B eCommerce flows (Coolblue.nl) – B2B landing page, VAT invoicing, and self-service tools, enhancing acquisition, conversion and retention for business customers. Led 0-1 design for enterprise tools – Built 2 internal systems to improve B2B sales and operations, from ideation to launch. Led user research & testing efforts – Conducted qualitative (user interviews, usability testing) and quantitative (A/B testing, analytics) research to inform data-driven design decisions and optimise user experiences.
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Opleidingen
- Data Fundamentals Professional Diploma in UXData Fundamentals Professional Diploma in UX
- UX Design DiplomaUX Design Institute2020Professional Diploma