Role: Experience Design & Team Coordinator
What I owned: UX strategy, design system, website redesign, volunteer portal, eco-marketplace design
Focus: Volunteer retention, data-driven optimization, cross-functional design operations
Project type: Live product — NGO platform ecosystem
I start by mapping where things are breaking. The website isn't converting, bounce rates are high and user flows don't match how visitors actually navigate. Volunteers drop off after sign-up because there is no structured path from onboarding to contribution. And the eco-marketplace is still just a concept with no design direction. I use Google Analytics and Search Console data alongside volunteer surveys, Salesforce reports, and community feedback sessions to identify the highest-impact problems across all three products, both from the user side and from inside the organization.
Three patterns shape the strategy. There is no shared design language, the website, portal, and marketplace concepts all look and feel disconnected, which hurts trust and recognition. Volunteers don't know what to do after joining; the gap between sign-up and first task is where most people disappear. And the marketplace needs to feel credible from day one, which means it can't launch looking like a separate product bolted onto the side. These insights lead to one foundational decision: build a design system first, then let it power everything. I co-establish Viable's first component library with reusable patterns, spacing, typography, and color standards, then run co-creation sessions with volunteers, developers, and stakeholders to prioritize what to ship and in what order, website first for credibility, portal second for retention, marketplace third for growth.
I am redesigning the Viable website using real user data, restructuring navigation, simplifying content hierarchy, and optimizing conversion paths based on how visitors actually move through the site. The design delivers a cleaner, faster experience that aligns with the organization's brand and gives new visitors a clear reason to get involved. The website and the eco-marketplace are currently with software engineers to build. For the volunteer portal, I rebuild onboarding from the ground up. New members now follow a guided flow from sign-up to first contribution, with a personalized dashboard showing their team, active projects, and progress. I direct user research and community feedback loops to continuously refine the experience, scaling the portal into a cross-functional product that reduces drop-off and increases engagement across 60+ active volunteers. The portal is launched and live internally.
The eco-marketplace is the most ambitious piece, the first Web3 platform in the Netherlands connecting sustainable products with blockchain-based verification. Because the design system is already in place, the marketplace inherits consistent interaction patterns and visual language without starting from scratch. I collaborate with development and marketing to ensure the product launches with the same level of quality and coherence as the rest of the ecosystem. Like the website, the marketplace design is complete and currently in development with the engineering team.
These shifts translated into measurable improvements:
Retention rate — active volunteers in 2025
Web3 eco-marketplace designed and launched in the Netherlands
Interconnected products shipped under one unified design system
Website conversions improved through data-informed redesign
