Product Designer at Apple

One can dream, right?

Feb 2019 - now

UI/UX Designer at Digidentity

Identity provider in The Hague. Leading the design vision and implementation for Digidentity’s core identity product on the web and in the native iOS and Android apps. Creating consistent UI across the company’s products by building a complete UI Kit and Design System from scratch and flowcharting and prototyping the interfaces. Visualising and optimising complex registration flows of verified identities from LoA1 up to LoA4 (level of assurance). Balancing government requirements (British, Dutch, and more), with company values and user experience.

Jan 2016 - Jan 2019

(Medior) Interaction Designer at Hoppinger

Full-service internet agency in Rotterdam. Designing interactive prototypes and wireframes of websites and apps, based on user research with empathy mapping, personas and customer journeys. Working on data visualisations, UX, workflows, and customer-environments. Quickly grew from junior to medior, taking on extra responsibilities as Lead Design on large, complex projects. Experience with working agile in a scrum team, in direct contact with product owners, project managers and developers. Able to translate the complexity and represent the end-user to all involved disciplines.

Feb 2008 - now

Apple support

Support in managing and configuring Apple devices. Advising on Apple and tech related topics. Support and guidance in switching to Mac, iPhone and iPad.

Jan 2010 - Feb 2016

Service employee at LJS Automatisering BV

Apple Authorised Service Provider in The Hague. Intake of defect machines and doing both software and hardware repairs. Helping customers solve their technical problems. Sales of new products.

Feb 2015 - Dec 2015

Interaction Designer at The Incredible Machine

Strategic design agency in Rotterdam. Graduating on product service system “Mesh” for sharing platform Peerby. After graduating I continued as freelancer, building a prototype of an Internet connected scale for the distribution centers of Rechtstreex.

Sep 2009 - Jun 2013

Translator for international software developers

Localising Mac and iOS apps, from English to Dutch. Instacast and BusyCal, among others.


Childhood jobs

Assembling IKEA furniture. Delivering morning newspapers De Telegraaf and Financieel Dagblad, local newspaper Groot Rijswijk and advertisement magazines in two districts.


2013 - 2015

Master Design for Interaction at Delft University of Technology

Human-centred design, focusing on the user and his experience and expectations. With creative, hands-on and inspiring electives 1 and some very in-depth and instructive projects.2 View master portfolio.

  1. Some notable electives were Socially Tangible Media about designing physical products with a digital connection and that have actual value, Creative Facilitation for which I hosted a creative workshop for the Ministry of Internal Affairs during their Cyber Security Future Search campaign and Memetic Product Design during which I designed Juice Monkey.  ↩

  2. The main projects from this master are Exploring Interactions where I designed Shaped, Usability and User Experience where we user-tested and redesigned the Whirlpool microwave and the Joint Master Project where we designed and developed Nova Radian, a SUP assist module for Jobe Sports.  ↩

2009 - 2013

Bachelor Industrial Design Engineering at Delft University of Technology

Designing products with a broad focus on mechanics, engineering, materials, ergonomics, business analysis, marketing, cost analysis, production techniques, aesthetics and user experience. The program included a variety of projects3 for different companies. View bachelor portfolio.

  1. Most notable projects were the Minor Sports Innovation with research on outsole grip for ASICS Europe and my Bachelor Final Project with Crystal Slide, a completely new revolving door design in Apple Retail Stores for Royal Boon Edam.

    Other notable clients were Mystic, Rituals, 2Move, Schiphol, Formatec and Sparta. Not all companies knew they were part of an university project.  ↩

2003 - 2009

VWO at IMC Rijswijk and Zandvliet College The Hague

Atheneum with Science and Engineering profile and elective Visual Arts.



Dutchmother tongue


Making physical and digital prototypes and mockups. Experience with 3D printing, laser cutting, vacuum forming etc. Also able to program with Arduino and Raspberry Pi.

Product design

Designing and/or improving big and small physical products, services and apps.

Graphic design

Logos and corporate identities, presentations and reports and (app) icons.


Presenting projects and designs for big and small audiences. Clean, animated presentation slides. I always aim for and build up to a surprise effect.

Video editing

Directing and editing of product concept videos.


Figma, Sketch professional
macOS, iOS, Keynote power user
Final Cut Pro get the job done
Adobe CS meh, if I have too


Apple Product Professional, certified by Apple in 2011, 2012 and 2015
Simplicate Master, certified by Simplicate in 2018


PHP + MySQL, HTML + CSS, Arduino get the job done
JS, Python, Swift beginner level


Perfectionist, curious, efficient, goal oriented, analytical, quick learner, getting my hands dirty, technical insight, and a good listener.



Everything Apple, designing and developing websites and native apps, tinkering with home automation, LEGO and Raspberry Pi’s, being the handyman for everyone’s DIY projects, and enjoying tech podcasts and deep house beats.


Running and basketball. Participate monthly in running events, mainly 10K and 21K. Played in a basketball team for 7 years.


Marcel Schouwenaar

Understanding the needs of users

Lex joined our team for his graduation project. It was a rather complex project: how can we have a large community of users collaboratively use, host and distribute durable consumer goods, e.g. a power drill. Through a series of well designed experiments, Lex was able to identify the key success factors that would need to be met to make such a system work.

Eelke Boezeman

Surprising new interaction insights

I’ve worked with Lex during his graduation project. He had the difficult task of tackling the user experience of one of Peerby’s possible future directions: interacting with ownerless products. It was a difficult, human-centred assignment with very little existing research, but he managed to get results and surprised us with new insights.