Curriculum Vitae

UX / Product Designer with a research-driven approach. I think in systems, ground decisions in psychology, and build what I design. Currently at Gynzy, an educational platform used by thousands.

Experience

Oct 2022 — Jan 2025

Co-founder

Vavino — Reusel

  • Made sustainable wines accessible and affordable
  • Designed the brand, website, and all online/offline channels
  • Organized and facilitated wine tastings
Sep 2020 — Dec 2022

Founder

WdG Research & Design

  • Market research and design on a project basis
  • Logos and style guides for startups
  • User interviews for PhD research
  • Healthcare demand research for a municipality
Nov 2019 — Feb 2020

Research Assistant

University of Technology Sydney

  • Supported the Materialising Memories research group
  • Organized workshops and evaluated sessions
  • Created transcriptions
Sep 2017 — Dec 2017

Industrial Design Intern

Sparckel — HTC Eindhoven

  • Designed biodynamic light fixtures
  • 3D modeling and prototyping
  • Rebranded from Vitaallicht to Sparckel
  • Conducted user interviews

Education & certificates

Oct 2024

Craft + Lead a Strategic UX Vision

Center Centre — Online Intensive

  • Establishing strategic UX goals and researching current experiences
  • Creating a UX vision and placing it in the product roadmap
  • Leading the organization to achieve the vision
Aug 2023

Product Psychology Masterclass

Growth.Design — Online

  • Applying psychology to build better products
  • Understanding user behavior and finding gaps to improve every experience
  • Creating good customer journeys and making ethical decisions as a team
2020

MSc Industrial Design

Eindhoven University of Technology

  • Research semester at the University of Technology Sydney, Australia
  • Design and research in dementia care
2018

BSc Industrial Design

Eindhoven University of Technology

  • Interaction design, user research, and prototyping
  • Final project: designing biodynamic lighting for shared spaces

Publications

May 2021

Exploring How a Multisensory Media Album Can Support Dementia Care Staff

Dementia Lab 2021

de Groot, W., Kenning, G., van den Hoven, E., Eggen, B.

Link to article →
Oct 2019

Exploring How an Interactive Placemat Can Influence Eating Activities for People with Dementia

Dementia Lab 2019

de Groot, W., Houben, M., Hengeveld, B.

Link to article →