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Hi, I’m Leonie van de Laar.

I'm freelance UX/UI Designer. I help companies with online growth for e-Commerce, corporate innovation, and portal design. I work user-centered & evidence-based to craft the best possible digital experience. Web and mobile.

Companies I've worked for are KLM, adidas, SparkOptimus, KPN, ING, Nationale Nederlanden, Sanoma, Hilton DoubleTree and more. View cases.

Anker 2



Client: adidas Global
Project: Returns & exchanges journey

UX challenge: 

How can I help the adidas customer with the simplest possible paperless returns and exchanges journey via the adidas app?


Client: Air France KLM mobile app
Project: Migration of two branded apps 

UX challenge: 

How can I help the Air France and KLM development team with migrating two separate apps into one code base app without losing the Air France and KLM brand identity?


Client: SparkOptimus
Project: Digital Venture for Pepsi Lipton, a client of SparkOptimus

UX challenge: 

How can I help the team of SparkOptimus with the validation of an innovative concept for their client PepsiLipton using my UX and prototyping skills as efficiently as possible?

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Client: ING

Project: Redesign Intermediary Portal Mortgages

UX challenge:

'How can I improve the user experience of the ING portal used by mortgage intermediaries and integrate the new ING design system?' 

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‘How can I help the Telfort customer in their orientation and ordering process when they are looking for a new smartphone and new phone subscription?'

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Company: KPN/Telfort

Project: Redesign orientation and sales journey

UX challenge:

Company: Sanoma Innovation Lab

Project: Internal Venture Tita Toys

UX challenge:

'How can I design and validate customer needs for an educational app for kids age 2-5 years old using Lean Startup methodology?'

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Company: Telfort/KPN

Project: Quantitative testing

UX challenge

'Top 5 Evidenced-based growth'

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Freelance UX Design Amsterdam

UX Design 

Submitted by Chunk Creative Agency, Amsterdam

Freelance UX Design Amsterdam

Sneakerporn, Internal Venture

UX/UI DesignIdentity Design

Lean Experiment Design

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Redesign and optimizing Checkout

UX/UI Design

Freelance UX Design Amsterdam

UI Design

Independent project for Hilton DoubleTree Amsterdam



Usability testing

I alignment with IT during my design process to ensure that the designs meet the development requirements

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To create the best digital experience, I can help you with:

Customer interviews
Creating personas 
Empathy mapping
Customer journey mapping

UX/UI Design


Interaction design

Visual Design

I evaluate a product by testing it on users. It gives direct input on how real users use the system

IT collaboration

UX Methodes

User research


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'Leonie was a senior UX designer in one of my teams at KPN. She excels where UX strategy and UX execution meet. She combines a data-driven approach to UX design with a commitment to (commercial) results and mastery of online persuasion. A team player that does not mind putting in extra efforts to get the job done.'

Peter Sonke

Director Online @ KPN & Telfort


Remco de Vries

Head of Marketing @ InSided

'I had the pleasure of working with Leonie for about three years, of which about two as a manager at Telfort. Working with Leonie always guaranteed a weekly influx of new ideas, insights, deep-dives into our consumers' psychology, and new converting designs. I would sometimes compare 1-on-1's with Leonie to a personal TED-talk, they were always filled with many brainstorms about our (e-commerce) website, UX work in general, consumer psychology or just design thinking/process. Truly fun, and inspiring'

Nielsen Norman Group

Certified, Specialty Mobile Design, London (2016-2018)

Master of Online Persuasion

Certified by Online Dialogue, Utrecht (2017)

Conversions at Google

Conference @ Google HQ Dublin (2017)

UX training, education & conferences

Lean UX Conference

New York City (2015)

Web Development Advanced

College of Multimedia, Amsterdam (2009-2010) 

BA Graphic Design, Royal Academy of Arts

The Hague (2002-2007)

Never stop learning  -  M: +31 6 19 202 851  -  KvK: 77409205 -  BTW: NL003191470B95

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