Frederik Goossens, Designer in London, United Kingdom
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Frederik Goossens

AI Product Director | Designer

London, United Kingdom

Toptal member since September 26, 2017

Expertise
UX DesignAI DesignWireframingUI DesignProduct DesignAdobe Creative Suite DesignFigmaSketchAxure
Bio

Frederik is a hands-on product designer who ships. He designs and builds, moving from Figma into working prototypes, AI agents, and native apps rather than handing specs to someone else. Recent work includes an AI copilot for Fensory and an in-app agent for Luffa. Earlier, he led conversational banking design at HSBC across four regions and 14 markets, and was head of UX and first design leader at CoinFLEX, where AMM+ reached around $1.5 billion in peak daily volume.

Portfolio

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

Image of Exploring Multimodal Design–An Adobe XD Tutorial publication
Publication

Exploring Multimodal Design–An Adobe XD Tutorial

https://www.toptal.com/designers/ui/multimodal-design-adobe-xd
Image of Designing a VUI – Voice User Interface publication
Publication

Designing a VUI – Voice User Interface

https://www.toptal.com/designers/ui/designing-a-vui

Education

2020 - 2022

Executive Master of Business Administration (MBA) in Finance and Technology

University of Cambridge - Cambridge, United Kingdom

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

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
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