Hi, I’m Leonie van de Laar.

I'm freelance UX Consultant & 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 adidas, SparkOptimus, KPN, ING, Nationale Nederlanden, Sanoma, Hilton DoubleTree and more. View cases.

 

Cases

Spark_Optimus_Logo.png

Client: SparkOptimus

Project: Digital Venture for a FMCG Client of SparkOptimus

UX challenge: 

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

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?' 

‘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?'

Telfort Logo_border.png

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?'

Company: Telfort/KPN

Project: Quantitative testing

UX challenge

'Top 5 Evidenced-based growth'

Telfort Logo_border.png

UX Design 

Submitted by Chunk Creative Agency, Amsterdam

Redesign and optimizing Checkout

UX/UI Design

UI Design

Visual Design

UI Design

Independent project for Hilton DoubleTree Amsterdam

Sneakerporn, Internal Venture

UX/UI DesignIdentity Design

Lean Experiment Design

Ucourse, Internal venture

Lean Startup

Experiment Design

 

Design

Usability testing

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

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

Customer interviews
Creating personas 
Empathy mapping
Customer journey mapping

UX/UI Design

Wireframing/Prototyping

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

Testimonials

'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

leonie.van.de.laar@gmail.com  -  M: +31 6 19 202 851  -  KvK: 77409205 -  BTW: NL003191470B95