Hey There,

Wim here.

I design experiences, products, and systems that make life easier for people and more valuable for businesses. My background spans industries, brands, and mediums, but my approach stays the same: understand people, find the friction, and connect the dots.

I'm equal parts UX designer, brand thinker, and problem solver, always looking for the space between what customers need and what organizations need to succeed.

Wim

Wim

May

May

Aramark

Senior UX Designer

July 2024 - Present

Rearchitecting Aramark’s foodservice platform for education and workplace with solutions aligned to user needs and business goals.

  • Collaborated w/ product owner, marketing, legal, engineering, and executives to drive nationwide rollout.

  • Audited & evolved agency deliverables and from-scratch AA accessible, scaleable, mobile-first designs.

  • Bridged operational insight with interface, ensuring tools met real user needs and handled edge cases.

  • Operated as SME in UX, providing guidance to internal teams around best practices and solutioning

  • Worked w/ cross-functional stakeholders to align goals, manage risk, and support a phased national rollout.

  • Translated backend operational workflows — such as menu planning, labor tracking, and vendor integrations — into interfaces that addressed edge cases, seasonal needs, and compliance standards.

  • Advocated for human-centered design through journey mapping, interviews, and collaborative workshops.

Rafter One

Experience Designer

Oct 2021 - Apr 2024

UX strategy and execution for e-commerce projects in luxury fashion, home goods, and enterprise retail sectors.

  • Led strategy for $1M+ Salesforce projects with brands such as Tom Ford, Aramark, Samsonite, and Ferguson.

  • Delivered technical wireframes aligned with sprint goals, followed by high-fidelity blueprints for development.

  • Crafted and maintained design systems and component libraries for visual consistency and accelerated delivery.

  • Conducted UX audits, A/B testing, heuristic evaluations, SEO reviews, and accessibility assessments.

  • Rushed concepts for prospective clients, and led internal initiatives to speed up design development.

  • Developed and led client workshops and presentations to communicate design rationale and surface feedback.

  • Monitored UX trends and best practices, applying insights to drive innovation across client deliverables.

Shiftspace

Brand Director, Shift

Feb 2016 - Oct 2021

Directed Shift, a DTC and B2B American furniture brand specializing in made-to-order indoor/outdoor products.

  • Partnered with architects, designers, and trade to launch 228 SKUs from design to prototype to fulfillment.

  • Crafted technical documentation for clients such as Tesla, Shake Shack, Amtrak, and Rejuvenation.

  • Built and maintained relationships with 10,000+ designers and retailers through a custom-built CRM.

  • Directed brand positioning and marketing campaigns tailored to the A&D community.

  • Oversaw production, packaging, and fulfillment, ensuring projects aligned with brand values and requirements.

  • Presented quarterly business reviews and year-over-year growth analyses w/ insights that drive strategy and ROI.

Boxhill

Project Manager

Mar 2021 - Sep 2021

Streamlined digital operations for a boutique outdoor furniture retailer, from customer service and fulfillment to launching paid ads and a trade program — no stone left unturned.

  • Audited then consolidated product data & inventory management of 40,000+ SKUs.

  • Automated fulfillment workflows, vendor communication, logistics, and tax compliance.

  • Established CRM and ticketing systems, email tracking, and trade program standards.

  • Discovered and engaged new vendors, led onboarding, managed orders and procurement.

  • Researched industry trends, consumer behavior, and carried out new business strategies.

  • Led strategic ad campaigns with Google, Meta, & Pinterest w/ audience segmentation.

Bend Goods

Assistant Designer

Dec 2012 - Dec 2015

Defined brand identity, business strategy, and designed early collections of an establishing a wire furniture brand.

  • Modeled designs for production, defined specifications, pricing, manufacture, and go-to-market strategy.

  • Built foundational A&D assets including trade materials, press kits, technical documentation, and packaging.

  • Directed visual campaigns across print & social channels, growing Instagram to 24K+ followers.

  • Managed trade show design, logistics, and PR, strengthening awareness among architects and designers.

  • Developed partnerships with retailers, trade reps, vendors, & press — driving specification and sales.

  • Oversaw stock management, order processing, fulfillment, logistics, and client communications.