Tidewater Bank
2025Redesigning mobile onboarding so opening a bank account takes minutes, not days.
Mobile app
Available for new projects
Product designer making complex software feel simple.
Selected work
Projects I'm proud of.
A few recent product, web and brand projects. Each case study covers the problem, the process and what changed.
Clearpath Health
2025A patient portal that makes booking visits, reading results and messaging your doctor feel simple.
Web platform
Ember & Oak
2024A warm new identity and online shop for a small-batch coffee roaster.
Brand and e-commerce
Meridian
2024A dispatch tool that helps delivery teams plan smarter routes and keep every driver in the loop.
Web app
About
Designer by training, developer by curiosity.
I'm Lena, an independent product designer based in Amsterdam. For the past nine years I've helped startups and established companies turn complicated problems into calm, useful software, from a bank's onboarding flow to a logistics company's very first product.
I do my best work close to the people who will use what I make. Projects usually start with listening to customers, support teams and the engineers who will build it. From there I prototype early, test often, and because I write front-end code too, I stay involved until the details are right in production.
Outside of client work I mentor junior designers, look after far too many houseplants and cycle along the Amstel whenever the weather allows.
- Years designing digital products
- 9+
- Products and features shipped
- 40+
- Teams worked with
- 30+
What I do
Product design
End-to-end design for web and mobile products, from the first sketch to polished, production-ready screens.
Design systems
Component libraries and clear guidelines that help teams ship consistent work, faster.
Front-end development
Accessible, responsive interfaces built in React and TypeScript, so the design survives the trip to production.
Research and prototyping
Interviews, usability tests and clickable prototypes that take the guesswork out of big decisions.
Experience
- 2022 – NowProduct designer and developerIndependent
- 2019 – 2022Senior product designerFold Studio
- 2017 – 2019Product designerBrightline
- 2015 – 2017UI designer and front-end developerKettle Digital
Kind words
Trusted by teams who care about the details.
“Lena has a rare talent for making complicated things feel simple. Our new onboarding is the best-reviewed part of the app, and our support team felt the difference within a week.”
“She was part of the team from the first workshop to launch day. The design system she left behind still shapes everything we build.”
“Working with Lena felt like working with a co-founder. She cared about our coffee as much as we do, and it shows in every detail of the shop.”