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Digital designer

Making complex products feel simple. Designed with the teams that build them and the people who use them.

Bob van Aubel smiling on a gravel path in the mountains, cap in hand.

About

My favourite part of the job? The start of a project, when nobody knows the answer yet. I talk to the people who'll use the product, pull in developers, product and research early, and keep sketching, prototyping and testing until we find solutions that fit both business and customer needs.

Away from the screen I'm a dad, fanatical hiker, barbecue master, sweaty gamer, and usually the one who stops the walk to take a photo or two. Ever since GPT-3.5 and I met in 2022, I've been fascinated by the possibilities AI brings. I spend a lot of time on it, figuring it all out and pushing myself further. One prompt at a time. You can find my lab projects here.

Currently at ABN AMRO as a Product designer.

Nationale Nederlanden
Zilveren Kruis
ABN AMRO
Maersk
NS
Greenchoice
ING
Pon
NieuweStroom
OHRA

I can help you with

  • User research

    You'll know what your customers need before anything gets built, not after launch.

  • Ideation

    Your team's best ideas out of their heads and onto the wall, and into something we can test.

  • Prototyping

    Prototypes that look and feel closer to the finished product. They settle debates faster than any meeting.

  • UX design

    Flows that do what your business needs, without making your customers work for it.

  • Design systems

    The tokens and components your teams build on, and getting everyone to actually use them.

Latest writing

  • ShrimpieNewLab24-09-2026
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