About

I’m Yoel, a product designer based in Amsterdam.

I’ve spent 12 years working across brand, product, and digital. Mostly in startups, for clients across Europe and the US.

My work starts with the why. Not the big-picture why — the specific one. Why this button, why this flow, why this word instead of that one. I think a lot of design right now is style chasing style, especially as AI tools make it easier to produce something that looks considered without actually being so. I’d rather take a step forward into the detail than a step back into the trend.

In practice that means I do my best work when I’m close to the problem: involved early, informed by research, and clear on what the goal is and how we’re getting there. I take my time when I have it, and I know when to stop exploring and ship something good.

I’m just as likely to find inspiration in a small brand nobody’s heard of as in whatever big tech did last month. The most interesting design decisions tend to happen where there’s less pressure to play it safe.

Currently open to in-house roles where getting the details right is treated as part of the job, not a nice-to-have.

Preferred toolkit