About me
Hello, I'm Annie — a service designer and strategist based in Amsterdam.
I care about getting things right. Not just well-crafted, but genuinely useful for the business and people on the other side of it. I enjoy bringing structure to spaces that don't have it yet.
Most of my work starts when teams know they need to act but can't agree on direction. I help define the right problem before committing to a solution, and stay involved through delivery and refinement.
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
Active in the international design community as Programme Operations Lead at the Service Design Network. Available for service design, CX, and strategy roles in the Netherlands or remote.
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