About me
I'm Annie, originally from New Zealand but now based in the Netherlands.
With experience spanning visual communication design, strategic design, and customer transformation consulting, I specialise in insights, strategy, service design and transformation. I work visually, collaboratively, iteratively and systemically to align teams, guide change and deliver future-focused solutions that balance vision with practical execution.
I strive to make complexity accessible - whether facilitating stakeholder workshops, mapping service ecosystems, or guiding project teams through intricate programmes. My approach combines strategic thinking with deep user empathy, bringing together multidisciplinary teams to navigate dynamic, emerging landscapes and create actionable blueprints for lasting change.
My perspective is grounded in my Master's in Design, where I focused on strategic and systemic design for sustainability transitions. I'm driven by the belief that the most complicated challenges are opportunities for the greatest impact.
Focus areas
Insights
I use qualitative and quantitative research methods to amplify human experiences and voices. I generate actionable insights on patterns, needs, and opportunities to test assumptions and inform decision-making.
Strategy
Driven by insights, I bridge customer needs with business goals to provide direction. I manage trade-offs, risks and constraints to focus resources on areas with the greatest and most enduring impact.
Service Design
I design end-to-end journeys by organising, mapping and optimising how people, processes, and technology interact. I connect the front and back-stage to create efficient, impactful solutions that improve outcomes.
Transformation
I lead transformation efforts by centring change around human needs and experiences. I reframe problems, co-create solutions, and guide teams toward sustainable innovation by shifting behaviours, mindsets, and values.
Ways of working
Visually
I use storytelling and visuals to make ideas tangible, simplify complexity, and create shared understanding that drives greater buy-in.
Collaboratively
I build cross-functional environments to ensure alignment, share knowledge, and coordinate efforts toward a clear, shared vision.
Iteratively
I test, learn, and adapt in cycles to reduce risk, improve outcomes, and create space for continuous reflection and improvement.
Systemically
I trace interconnections and dependencies within organisational ecosystems, ensuring solutions address root causes rather than symptoms.
Beyond work
Personal projects
Typography
View-Master: The Lost Icon
A typographic exploration of the View-Master’s overlooked history, this book traces its evolution from a post-war tool for armchair travel to a beloved toy of the 1970s and 1980s.
Created in response to the International Society of Typographic Designers’ ‘Lost’ brief, the project was awarded membership.
User Experience
User Manual
A pocket guide for design students navigating freelancing. It addresses the overwhelming and often irrelevant online information by centralising useful resources and linking to existing services.
A digital toolbox helps ease the emotional side of departing student-hood while guiding the inner professional out into the world.
Editorial
Special Edition
A boutique art magazine exploring the lives of contemporary artists. Each issue is devoted to one artist, blending found texts, essays, and images to offer a deeper connection to their work and legacy.
This edition honours contemporary artist Montien Boonma. A limited number were gifted to close friends, with more to come.
Strategic Design
‘Supporting Change: Exploring the Potential of Speculative Design for Science Research’
A year-long design initiative within a live science programme exploring how design can support sustainability transitions in New Zealand’s agri-food sector.