Kim in Berlin

I'm Kim Does: a Dutch UX designer currently living in Berlin, Germany. I have been working as a UX designer since 2010 and have completed M.Sc. in Human-Machine Communication and a B.Sc. in Artificial Intelligence, both from the University of Groningen.

Here you can see some of my work (portfolio), hear what other people think of my work (recommendations) or learn more about how I work and what gets me excited.

What I do as a UX Designer:

  • Figure out what problem we are really trying to solve. Analysis, talking to stakeholders.
  • Find out what the users really want and need. User research, customer journeys, personas, web-analytics.
  • Find the best possible solution, both for the business and the user. Concept development, sketching, wire-framing, (html)prototyping, interaction design, stakeholder management.
  • Make sure my solutions actually work. Usability testing, live testing, web-analytics.
  • Help make my ideas reality. Provide support to (agile) development teams.

What gets me excited (@work)

I really enjoy solving (complex) problems, getting to the bottom of things and trying to create the best solution. A solution that is a simple as it can be, a joy to use and something I can be proud of.

I thrive on working together with people; product developers, marketing, developers, other designers, and visual designers. When working together with others you challenge each other and get the best possible results.

Besides working with great people I also love learning. Trying out new techniques, learning about new methods or getting tips & tricks. When you stop learning in the digital world you're already behind!

What gets me excited (not @work)

When I am not on a working I am often out taking photos, reading books, watching series, playing games, riding my bike, or traveling the world (I'm currently at 11.9% completion).


If you want to get in touch please contact me at or have a look at my LinkedIn profile.

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Her mind is powerful, her UX skills are intimidating and most important; Kim is one of these rare people that combine business insight with creativity.

We were fortunate enough to get Kim fresh from University a few years ago. Back then I could already see that Kim was oozing raw talent. Her mind is powerful, her UX skills are intimidating and most important; Kim is one of these rare people that combine business insight with creativity. Within ING Kim has always been one of the backbones of our UX team and not only delivered great designs that are now being used by millions of satisfied customers, but also played a pivotal role in our innovation department. She knows how to dazzle management, structure her work and get to the core of often complex problems. I would like to work with Kim again if given the chance, and she will be an asset for any company that takes User Experience seriously.

June 6, 2013, Hensen managed Kim at ING Nederland - taken from LinkedIn.

Kim is a unique talent combining a sound theoretical framework with craftsmanship for a maximum effect.

Kim is a unique talent combining a sound theoretical framework with craftsmanship for a maximum effect.

She has excellent knowledge of cognition, visual design, computer science, design methods, analytics, logic and internet technology.

The tools she is familiar working with include vector drawing software, Photoshop, HTML, CSS, prototyping, usability testing and the analog Sharpie amongst others.

She knows of best practices and the latest trends.

The solutions she comes up with are feasible, elegant and effective

June 9, 2013, Jasper was Kim's client - taken from LinkedIn.

Kim is an intelligent, honest team player, dedicated to achieving the best customer experience possible. She possess the rare combination of technical knowledge, sense of aesthetics and empathy for both the user as other business stakeholder

Kim was my colleague when she worked as an interaction designer at Informaat. We both worked on several projects for one of Informaat's clients, ING, from 2011 until 2013.

During that time, she proved to be an incredibly talented designer. Kim is an intelligent, honest team player, dedicated to achieving the best customer experience possible. She possess the rare combination of technical knowledge, sense of aesthetics and empathy for both the user as other business stakeholders.

I whole-heartedly recommend Kim and would be glad to one day work with her again.

May 20, 2013, Willemijn worked with Kim at Informaat - taken from LinkedIn.

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Want to hear more about what I've been working on?
Get in touch!

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Style Card Creator


Zalando is Europe's leading fashion e-commerce platform and is active in 15 countries. As part of Zalando's platform strategy Zalon was created. Zalon is a new Zalando venture which is a platform connecting customers and stylist to provide personal styling advice. Zalon was publicly launched in May 2015 in Germany and has since expanded to Austria, Switzerland and the Netherlands.


When a stylist is sending outfits to a customer, a style card is included in the package which shows the different outfits and the stylist explains their decisions / how to wear the outfits.

Before this project many orders, ca. 70%, were sent without Style Cards. This had several effects, most importantly the customer did not know what items belonged together in an outfit and they did not receive any explanation from the stylist. Customers that did receive a style card had a higher Net Promoter Score (NPS) and generally kept more items from their order.

The goal of this project was to include a style card with every order, leading to an increase in customer satisfaction and sales.

Role & Deliverables

  • Role: UX designer
  • Deliverables: Analysis, Sketches, Wireframes, HTML prototype.
  • Teammates: Martin Menzel (Front-End Developer)


An initial analysis showed two main sides to the problem:

  • Many stylists were creating not style cards, or style cards with errors.
  • Transfer of the style cards to the warehouse was a manual and cumbersome process and often failed.

My task was to focus on the style card creation side of the problem, another team tackled improving the operational process after the style cards were created.

Initial process

I started by looking at the process of order creation for stylists. The style card creation was one of the most time-consuming and least motivating tasks, which led to stylists not doing it, or doing it incorrectly.

A stylist would first assemble one or two outfits for the customer using the Zalon stylist tool and the Zalando website. Style cards were created by copying the order ID, customer name, and Stock Keeping Units (SKUs) of articles to a Google sheet. The position of the SKUs in the sheet determined how they were shown in the generated style card. Mistakes (like wrong SKU, too long text) would only be found hours later, after a manually process triggered by the Zalon operations team.

Areas of improvement

I found the following areas to improve for this task / process:

  • Style card creation is not connected to the earlier steps: it was easy to forget it.
  • A lot of manual effort to add the articles of the order to the card: copy pasting codes from system A to system B.
  • No clear preview of the outcome of the work: stylist had a hard time visualising the results.
  • No error handling / feedback for stylists: if anything was wrong it was nearly impossible to realise this in time and correct it.


For the composition of the style card I came up with several options, ranging from very simple, not very user friendly, solutions (for e.g. a page with many dropdowns with the SKUs) to what I saw as the ideal solution: a drag and drop interface where the stylist could take images of the articles and drag them into the correct position. The drag and drop solution would allow them to directly visualise the outcome.

Dropdown Concept
Drag & Drop Concept

During an early feedback session with the developers and the product team the opinion was swaying towards the very minimal solution. Which, while making things better for the stylist, was still very much a 'bookkeeping-like' task and felt barely like an improvement.

As I strongly believed the drag and drop solution would be worth investing a some more time in a decided to quickly create a prototype. By using html and javascript I created a basic version of the solution. This had two advantages: people could use it and feel how natural and pleasant this solution was and it showed that technically it was not that complex.

Drag & Drop Prototype Video

I tested the prototype with several people around the office and everyone was enthusiastic. One of our front end developers saw the potential and was excited by it, he said he could develop a basic version of this in one day. We were given a chance to explore this and one and a half days later we had a basic version implemented which we could integrate in our tool.

Final Implementation


The new style card creation was received extremely well by our stylists. Throughout the year we received feedback from them that they were very happy with this new tooling, and that it made it so much more fun to style. In addition to this great boost in stylist satisfaction (very important for Zalon being a platform), the percentage of orders with a style card went from ca. 30% to 98%. As mentioned above having a style card was also an NPS boost for customers.

Personally I really enjoyed the outcomes of this feature as it was a first step of our stylist tooling going beyond being purely functional and being something people liked using. It also helped set the mindset within the team that sometimes it can be worth it to go beyond the absolute minimal solution as the reward / return can also be much greater.


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Windows 8 Storefront


txtr was a leading provider of e-reading solutions with clients in Europe, North America and South East Asia. Our products and services' range encompasses an e-book catalog of more than 1 million titles in standard EPUB and PDF formats as well as a cloud-based reading service for smartphones, tablets, e-readers and PCs.


The storefront on the Win8 app was did not provide a good overview of our offerings nor was it very engaging. The goal of this project was to improve storefront to engage users more and increase sales.

Role & Deliverables

  • Role: UX designer
  • Deliverables: Analysis, Wireframes, HTML prototype, Management presentation.
  • Teammates: Lydia Selimalhigazi (visual design) and Guillaume Ganier (development).


From UX and visual perspective we identified that our storefront was not performing as well as it could be. It was very static, did not give the user a lot of incentive to click and required a lot of scrolling. So we took the initiative to re-design this part of the app.

One of the challenges was that the content was being pushed automatically from the website and could not, resource-wise, be moderated or tailored for the Windows 8 app. These limitations pushed us to create a solution that would help create a more engaging experience without additional effort from the store management team. Minimal effort, maximum effect.

I started with an analysis of the Windows 8 app, the txtr website, competitor analysis, and the content being pushed from our website / backend. Using this information I designed a system to display this information in a less static and more visually appealing manner. I did this by varying several things randomly, creating a new experience every time the user would start the app. This was done by varying the size of components, multiple color schemes, varying colors of components, order of categories, which books are displayed, and occasionally adding illustrations.

After designing the initial system, our visual designer Lydia Selimalhigazi created several visuals, illustrations and color schemes. I then created a small html proof of concept showing the power of this system. We presented the concept to the head of online sales and it was received very enthusiastically.

We then moved forward and the new system was implemented and launched several weeks later. The storefront now gives a better overview, more dynamic feeling and will hopefully drive conversions.



Original Design

New Design

New Hubpage Design

Initial Sketches


Column Specification

Column Specification
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Time and Leave registration


Alliander is a network company which manages gas and electricity networks in a large part of the Netherlands. In addition they design and realise complex energy infrastructures. The company has a staff of circa 6 000.


In order to optimise Alliander wants to digitise all internal processes and improve existing ones. They are using several out of the box SAP applications, the user experience and usability of these applications is quite low.

As an initial project it was chosen to improve the Time and Leave registration. Currently only a small number of employees do this digitally, others use paper or excel sheets. A good user experience was seen as essential for moving all employees towards this digital process.

Role and deliverables

  • Role: Interaction designer
  • Deliverables: Field and desk research, personas, usage scenarios, design principles, wireframes, html prototype, short prototype video, user tests, and interaction design specifications.
  • Teammates: Susanne van Mulken (project lead), Jeroen Elstgeest (interaction design), Frank Volmer (prototyping).


We started by analysing the existing situation and the wishes of our client. We did this by looking at the application and conducting interviews with employees in different roles and locations. During these interviews we also observed the employees using the system.

Throughout the project we had twice weekly meetings with the client to show our findings / deliverables and get feedback on the progress.

Based on the client input, the expert review, and information we gathered through interviews and process analysis, we created design principles and a set of personas. We used these throughout the project to keep ourselves focussed and to make the design process more tangible for the client.

Using the design principles and the personas we started sketching and quickly iterated different solutions. We had several sessions with employees to get feedback on the designs.

Keeping in mind the technical possibilities of the clients system (the backend would still be a SAP system) we started prototyping our designs. During the prototyping phase we kept iterating and developing the design.

Once the prototype was completed we held a series of user tests. This was once again done with actual employees from different parts of the company, ranging from managers to gas fitters. We used the results of the test to further refine / adjust the designs.

The prototype / designs were then used to complete the interaction design documentation.




Alliander persona Alliander design principles Alliander specifications
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SEPA Transfer Screen


ING is one of the largest banks in the Netherlands, employing 26 000 people and servicing 8.9 million customers.

The internet banking environment is used by 4.4 million customers and is visited 1.3 million times per day.


Wit the introduction of the new SEPA payment protocol ING had to rebuild the payment screen (and associated backend systems) to allow for these type of transactions. Instead of only doing the necessary work it was decided to improve the customer experience as well.

Role and deliverables

  • Role: Interaction designer
  • Deliverables: Concept design, wireframes, prototype, interaction design specifications, support for scrum team during development.
  • Teammates: Leon Coolegem (UX for the second year), Marc Smeehuijzen (UX for third year)


The ING had a several flows for completing payments (national, European, international) in order to make completing a payment as simple as possible we decided to design a singe screen which could complete all payments. In doing so saving the user the effort of determining the type of payment. By making the behaviour smart the user would only have to fill out the necessary information for the type of payment they were making.

Additionally a lot of effort was put into making all fields as smart and assistive as possible; allowing for easy completion of the form by the user. Examples include automatically updating the country field after an IBAN was entered (an IBAN contains the country), showing a flag for all countries for easy recognition, an amount field aimed at preventing entry errors, error recovery for "illegal" symbols in the description field and many more.

The design was prototyped using iRise and tested in a usage test. Users were able to use the form quite well but were distracted by the limitations of iRise prototyping environment (flickering of the screen, no dynamic data usage). Given the limitations of iRise the next user tests were done using an HTML prototype which was much better able to test the dynamic and interactive nature of this design. Results were generally good and the assistive functions were appreciated and used.

Even though the designs were effective the team was not able to build what was initially designed. Mainly due to the underestimated complexity of the changes that needed to be made to the backend services to allow SEPA payments in the system. As the project was running well past its completion deadline the 1-form-for-all-payments part of the design was put aside. However most of the smart fields were able to be built. The new form is currently being released to all ING online banking customers. I was also involved in the mobile designs for this form.


Smart Field

ING SEPA Description

Amount field specifications

ING SEPA Amount Specs
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