As the Program Manager of Digital Education and Visitor Experience (VX) at the Van Gogh Museum, I led the design and development of multiple products and services, delivering high-quality experiences, strong business cases, and consistently challenging the status quo.
With a background in user-centered design, I was able to articulate visitors needs and optimize their experience. My analytical approach guided data-driven research, focused on capacity optimization and visitor flow, which was supported through international funding. With this approach I advised the management team and helped drive impactful improvements.
I led strategic interventions in service design and educational content, such as the audio guide (available in eleven languages) and the design of (temporary) exhibitions, enhancing the overall visitor experience. I spearheaded these innovations within challenging physical and technological environments, leading a small internal team and international partners and working closely together with colleagues from other departments.
I take great pleasure in inspiring and learning from the next generation of designers. I established collaborations with several educational institutions, including initiating a partnership with TU Delft and mentoring multiple Design for Interaction graduation students, who brought fresh and valuable perspectives to the organisation.
While prioritising the visitor experience, I also focused on identifying business opportunities. During my time at the museum, I helped increase the visitor pick-up rate by over 10%, boosting it to 33%, resulting in an annual turnover of more than €3 million for my business unit.
The redesign for Unravel Van Gogh led to multiple awards: Lovie Award (Silver & The People’s Lovie), Red Dot Design Award, European Design Award (Gold), Webby (People’s Voice).
