About me
Hello, I'm Annie — a service designer and strategist based in Amsterdam.
I tend to work at the point where direction is still being found, spanning strategy, research, and design, and moving between the big picture and the detail of delivery. The work is usually cross-functional, often ambiguous, and always grounded in what's real for the people on the other side of it.
I believe the hardest design decisions aren't about what to build, but what to build first and what can wait. Most of my work starts when teams know they need to act but can't agree on direction. I help make possibilities concrete, trade-offs visible, and decisions that hold up in practice rather than just in theory.
Background
At PwC New Zealand I consulted across public and private sectors, including national welfare services affecting 5M+ citizens, regulatory compliance frameworks supporting over a million customer interactions, and strategy for operationally complex business change. I also mentored designers and built design capability across internal and client teams.
Before consulting, I was embedded at AgResearch researching how speculative and futures design can help scientists direct work towards more desirable futures. Published with Distinction, Massey University.
Earlier work spans public-interest design including environmental health, national heritage, and climate campaign work for Generation Zero supporting New Zealand's Zero Carbon Act.
Currently
Open to opportunities in Amsterdam or remote. Active in the international design community through the Service Design Network, Beyond the Map, and Future Days.
What colleagues say
“Annie brings clarity to complex service challenges, helping teams align around decisions that move work forward under constraint.”
— Director
“Annie combines strong vision and practical judgment with a deep understanding of processes and delivery realities, particularly in ambiguous environments.”
— Senior Designer