Publication
Exploring Multimodal Design–An Adobe XD Tutorial
https://www.toptal.com/designers/ui/multimodal-design-adobe-xd
Frederik is available for hire
Hire FrederikFrederik Goossens
Verified Expert in Design
Product Manager | Designer
London, United Kingdom
Toptal member since September 26, 2017
Bio
Frederik is a multimodal product designer and product manager with 14 years of experience across fintech, banking, and AI. He wrote HSBC's first global conversational banking guidelines and, as CoinFLEX's first product and design hire, built the team and led the redesign of AMM+, which reached a peak daily volume of about $1.5 billion. Frederik's published on voice and multimodal design since 2018 and has worked for BT, Westpac, and Sun Life Financial.
Experience
- Visual Design - 20 years
- Fintech - 12 years
- Product Management - 10 years
- Artificial Intelligence (AI) - 10 years
- Research - 10 years
- User Experience (UX) - 10 years
- Blockchain & Cryptocurrency - 10 years
- AI Product Management - 4 years
Portfolio
Fensory | AI Copilot for Decentralized Finance and RWA Intelligence
Product DesignAI Product ManagementAI-powered Product DesignUser Experience (UX)Large Language Models (LLMs)
HSBC | Conversational Banking and Digital Experience Across APAC
User Experience (UX)User Research
Luffa | Social Wallet and Events Platform for UK Students
User Experience (UX)Product ManagementAI-powered Product Design
CoinFLEX | AMM+ Trading and Product Design
User Experience (UX)User Interface (UI)Product DesignDesign Management
Westpac | Online Payments Redesign on Australia's New Payment Platform
User Experience (UX)User Interface (UI)User Research
Tressur | Second-hand Fashion, Brand, and Product Design
User Experience (UX)Product Management
Sun Life Financial | Tablet POS and CRM for Insurance Agents
User Experience (UX)User Research
Armored Things | UX and UI Design for an IoT Security Platform
DiagramsVisual DesignWireframingUser Interface (UI)User Experience (UX)
BT | Call Center Advisor Software and My BT
Business AnalysisUser Experience (UX)User Research
Work Experience
AI Product Manager & Builder
2022 - PRESENT
Independent
- Provided hands-on advisory for Luffa/Endless Blockchain (2026 to present) on product strategy, positioning, UX, and GTM for a social wallet integrating programmable money with an in-chat AI agent layer for 3rd-party developers.
- Led the delivery of an AI-powered product copilot for DeFi and RWA intelligence at Fensory (2025 to present), working with on-chain data from the pre-seed stage to 0-to-1.
- Managed multiple engagements from 2022-2025, including an enterprise LLM adoption project for BNP Paribas in Brussels, an AI voice cloning MVP for Merlaz in Hong Kong, and product leadership for a property marketplace by Real Messenger in Hong Kong.
Technologies: DeepSeek, Tokenization
Head of UX
2021 - 2022
CoinFLEX
- Redesigned and upgraded AMM+ into the platform's flagship trading product, scaling to around US$1.5 billion peak daily volume.
- First design leader, reporting to the CEO. Built the design function from scratch, hiring, structuring, and managing a 6-person team, and defining a collaboration model with Engineering.
- Shaped onboarding and identity flows, aligning CoinFLEX with crypto regulatory expectations.
- Pitched, secured, and executed product strategies with the C-suite, driving innovation and strategic growth.
Technologies: Adobe, Figma, Crypto, Blockchain
Product UX & Design Manager
2017 - 2021
HSBC
- Redesigned how HSBC builds conversational customer interfaces from 2020. Owned the operating model, governance, and interaction standards for chat and voice; adopted across four regions (APAC, UK, Middle East, Americas), serving millions of users.
- Managed a cross-functional team of up to 11 across Hong Kong, China, and regional markets. Introduced structured discovery, experimentation, and design governance.
- Led workshops, journey mapping, persona creation, interviews, and usability testing to refine user journeys and improve digital banking adoption.
- Delivered regulated retail banking journeys, including onboarding, KYC, compliance, credit cards (China), e-wallet (Malaysia), savings, and investment flows serving millions of users.
- Supported compliance efforts for credit score regulations in China and investment suitability rules in Malaysia, ensuring alignment with regional banking policies.
Technologies: Adobe
Design Consultant
2017 - 2018
Freelance Clients
- Designed the voice experience for Ambi Climate, a smart climate control device, after the client found my Toptal VUI article: 23 intents, slot and variable models, trigger phrases, and error handling for Google Assistant, with Alexa partially scoped.
- Provided design services for Armored Things (now Lambent Spaces), a US spatial-intelligence startup, including visual direction, logo refresh, UX, and UI for their IoT app, as well as visual storytelling for their investor pitch.
- Delivered the Ambi Climate work as prioritized requirements and conversation flows for engineering, covering system defaults, room naming, and repair paths for when intent or device was not understood.
Technologies: Sketch, Axure, Illustrator CC
Senior UX Designer
2016 - 2017
WPP
- Led a Sydney-based design team on the National Payments Platform for Westpac, one of Australia's Big Four banks with over 13 million customers.
- Owned the payments journey architecture across web, tablet, and mobile platforms.
- Delivered projects for HSBC, Sun Life, and Manulife, resulting in a revenue impact of over US$4 million.
Technologies: Adobe CC, Figma
Digital Customer Experience Specialist
2015 - 2016
BT Group
- Led streamlining efforts for front-end and back-office operations for the largest digital transformation initiative.
- Managed tech requirements and UI/UX design for My BT (customer portal) and agent support system.
- Oversaw cross-functional designers, engineers, and research teams, driving collaboration between tech and business.
- Maintained 90%+ customer satisfaction, reduced call center training time by 50%, and contributed to significant operational efficiencies through service automation and workflow optimization.
Technologies: Adobe CC
Information Architect
2014 - 2015
Duke & Grace
- Developed prototypes, conducted research, defined strategies, and managed scope, quality, and timelines.
- Produced UX concepts, including profile building and personalized journeys for clients across banking and industry.
- Delivered measurable growth for Nagelmackers Bank, ArcelorMittal, the Belgian Financial Sector Federation, and KBC Bank through client expansion and revenue-focused design.
Technologies: Adobe
Founder
2012 - 2014
Noovigo
- Led Tressur, a subscription-based platform for sourcing and selling premium second-hand clothing.
- Drove engagement and revenue expansion through social media advertising, SEO optimisation, and short print ad campaigns.
- Co-developed Origami Factory, an award-winning brandable seating solution, and Savvi Advertising, a creative branding platform leveraging online matching and novel marketing communication channels.
Technologies: Adobe
Other Experience
Education
2020 - 2022
Executive Master's Degree in Business Administration (EMBA)
University of Cambridge - Cambridge, UK
2011 - 2012
Master of Innovation and Entrepreneurship Degree in Design and Management
Antwerp Management School - Antwerp, Belgium
2007 - 2011
Bachelor's Degree in Commercial Sciences
Ghent University - Ghent, Belgium
Certifications
APRIL 2025 - PRESENT
Generative AI and Blockchain
INSEAD
AUGUST 2019 - PRESENT
Human Centered Design
Hyper Island
APRIL 2018 - PRESENT
Foundations in Design Thinking
IDEO U - Online
JANUARY 2016 - PRESENT
Certificate in Business Analysis Practice
BCS, The Chartered Institute for IT - UK
DECEMBER 2015 - PRESENT
UX Certified
Nielsen Normal Group - UK
OCTOBER 2015 - PRESENT
Certified Scrum Product Owner
Scrum Alliance - UK
Skills
Tools
AI Tools, Adobe, Adobe CC, DeepSeek, Sketch, Illustrator CC
Platforms
Figma, Axure
Other
User Experience (UX), Research, Artificial Intelligence (AI), Management, Product Management, Blockchain & Cryptocurrency, AI-powered Product Design, Fintech, AI Product Management, Visual Design, Mixed Reality (MR), Robotics, Large Language Models (LLMs), Crypto, Blockchain, Tokenization, User Research, Diagrams, Wireframing, User Interface (UI), Product Design, Design Management, Business Analysis, Conversational Design, Strategy, Finance, Data Analysis
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