Hi, I’m Leonie.

I'm freelance UX Consultant & Designer, specialised in online growth for e-Commerce and design for Service

I’m eager to create the perfect fit between commerce, customers needs and easy to use products. I work user-centered & evidence-based to craft the best possible digital experience. Web and mobile.


‘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?'

Company: KPN/Telfort

Project: Redesign orientation and sales journey

UX challenge:


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?' 

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

UX Design 

Submitted by Chunk Creative Agency, Amsterdam

Redesign and optimizing Checkout

UX/UI Design

UI Design

Visual Design

Sneakerporn, Internal Venture

UX/UI DesignIdentity Design

Lean Experiment Design

UI Design

Independent project for Hilton DoubleTree Amsterdam

Ucourse, Internal venture

Lean Startup

Experiment 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, this is how I work:

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


'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 (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

NYC (2015)

Web Development Advanced

College of Multimedia (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