About Me
Nice to meet you
My name is Demmy, I've been designing digital products for 20+ years, mostly on long-term projects where I'm embedded with teams for months at a time. In recent years, my focus has shifted toward behaviour and financial decision-making.
I work fast and share early. New environments keep me curious, new team, new problem, new industry. I've done enough of these projects to know what matters and what doesn't, and I enjoy passing that on to junior and mid-level designers.
Who I am
Accidental Hipster
I live and work in the Amsterdam Oud-West. In the same square mile, where I was born and raised. I've seen this area change from an outworn neighbourhood everyone tried to flee, to a popular place everyone wants to live. A place where bearded vegans with yoga mats, replaced the anarchists and small-time crooks. I don't resist it anymore. I wear a flat cap, drink oat milk latte and work in tech. I am an accidental hipster with the appearance of a retired hooligan, much like this neighborhood.
Bad with Money
I’ve somehow ended up specialising in the psychology of financial decisions, which is ironic since I’m terrible at making them myself. I don’t save, I don’t have a pension, and any money I make disappears faster than I’d like to admit. Looking at other people’s financial behaviour is basically my way of running therapy on myself, disguised as a career.
Family Guy
I’m married, with three kids who’ve moved on. The house is quieter these days, leaving me to wonder whether I should take up yoga or pottery.
Feedback
Demmy mentored our product designers, guiding us through the design process, strategy, stakeholder management and more. His mentorship is invaluable in helping us develop a deeper understanding of how to approach these challenges.
Nejat Özalp - Product Design Lead - iChoosr
Thanks to Demmy's thorough customer research and subsequent UX designs, we were able to navigate our customers through this significant change with minimal friction. His experience in behavioural design was an enormous asset, as it allowed us to better understand customer behaviour and respond with effective and intuitive designs.
Bob Keizer - Product owner - Robeco / Evi van Lanschot
Demmy found his way in the organisation quickly and worked closely with colleagues from different backgrounds. Uniting customer and company demands into a clear product vision, which is a challenge in the highly regulated financial industry.
Jens Steenhuis - Digital Marketing - Van Lanschot Kempen
He not only designed the customer journeys for our future system with great precision, but also helped our design team take a significant step forward, serving as a pillar of knowledge, trust, and calm throughout the process.
Claire Van Erck - Head of growth - iChoosr