Joris van den Ende
Verified Expert in Design
Designer
Haarlem, Netherlands
Toptal member since March 11, 2026
Joris is a senior product designer with 10+ years of experience delivering complex SaaS products in finance, AI, and cybersecurity. He leads projects end-to-end, from research to release, working closely with engineering. He specializes in turning complex, data-heavy systems into clear, scalable workflows, with a focus on measurable outcomes such as usability, conversion, and adoption.
Portfolio
AI-Driven Airline Pricing Platform
Content-driven Commerce Platform Design
Kaspersky: Product Comparison UX
Nationale Nederlanden: Mobile Banking Goals and Transfers
FLYR: Advanced Filtering for Revenue Analysis
Work Experience
Head of Design
FLYR
- Led end-to-end UX for an AI-driven airline pricing platform, structuring complex optimization workflows that automated 80% of pricing decisions while preserving human control over edge cases.
- Redesigned high-density enterprise dashboards handling 1,000+ performance variables, reducing cognitive load and improving decision speed for revenue management teams.
- Translated machine-learning outputs into explainable interaction patterns, enabling users to understand, validate, and override AI-generated pricing recommendations.
- Mentored designers within a fast-scaling product organization, raising design quality standards and embedding structured validation into AI feature development.
Senior UX Designer
Kaspersky
- Built and managed a distributed team of five UX designers across four global locations, aligning B2B cybersecurity product experience across regions.
- Increased revenue by 4% by redesigning acquisition flows and product pages, optimizing cross-sell logic for security subscriptions.
- Reduced user journey drop-off by an average of 8% by implementing localization strategies across EMEA and APAC markets.
UX Design Lead
Nationale-Nederlanden
- Hired and managed a team of 15 product designers across the pension and insurance business units, establishing clear ownership, delivery standards, and cross-team collaboration.
- Built and implemented a company-wide design system in collaboration with the brand team, introducing accessibility standards and increasing visual and interaction consistency across multiple customer portals.
- Led multiple cross-functional design sprints for pension and other business units, aligning stakeholders around validated prototypes and accelerating decision-making.
- Designed the foundational information architecture for a new payment app, creating a scalable structure that supported future feature expansion and multi-product integration.
UX Designer
Self-employed
- Delivered end-to-end UX for an AI-driven airline pricing platform, redesigning core workflows and reducing manual decision handling by automating 80% of calculations while preserving user control over edge cases.
- Designed and validated high-density dashboards handling 1,000+ metrics, restructuring information architecture to improve task completion speed and reduce cognitive load for revenue teams.
- Built and implemented scalable design systems across multi-team SaaS environments, increasing UI consistency and reducing design-to-development handoff friction.
- Led discovery and prototyping for complex B2B platforms in finance and cybersecurity, aligning product, engineering, and business stakeholders around testable hypotheses.
Interaction Designer
DDB Worldwide
- Worked on many big brands and their earliest online successes. Including McDonald's, Brunel, Intratuin and many others.
- Contributed to the first full insurance platform for Achmea, focused on animation and styling.
- Drove the design and shooting of a campaign for Sony-Ericsson to promote them as employer.
Education
Master's Degree in Graphic Design
Gerrit Rietveld Academy - Amsterdam, Netherlands
Skills
Tools
Microsoft Power BI, Adobe, Sketch 2, InVision, Sketch 4
Platforms
Figma, iOS
Other
UX Design, Product Design, Prototyping, Testing, Wireframing, Research, User Journey Maps, Information Architecture (IA), User Research, User Testing, Design Thinking, Qualitative Research, Moderated Usability Testing, platform architect, Product Strategy, UX Strategy, Stakeholder Management, Dashboard Design, Data Visualization, Complex Systems Design, Interaction Design (IxD), B2B, Dashboards, UI Design, User Experience (UX), User Interface (UI), Web App Design, AI-powered Product Design, Cross-functional Collaboration, Design Systems, Responsive Web Design (RWD), Translation, Usability, User-centered Design (UCD), Web App UI, Web App UX, Web Applications, Web Dashboards, Web Design, Mobile App Design, iOS App Design, iOS UI Design, App Icon Design, SaaS Design, App UX, SaaS, Business to Consumer (B2C), Mobile Design, UX Audits, MVP Design, Behavioral Design, Consumer Technology, High-fidelity Prototypes, User Psychology, Human-computer Interaction (HCI), ballpark, Design Leadership, User Journeys, UX Workshops, Quantitative Research, Product Discovery, Roadmapping, Data-driven Design, AI-assisted UX, Decision Support Interfaces, Visual Design, Gamification, Cognitive Psychology, Tailwind UI, Design Sprints, Conversion Rate Optimization (CRO)
Experience
- Product Design - 14 years
- User Research - 11 years
- User Journey Maps - 10 years
- Information Architecture (IA) - 10 years
- Stakeholder Management - 8 years
- Qualitative Research - 7 years
- Design Leadership - 6 years
- AI-assisted UX - 5 years
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