I’m Andrea Vos

A Strategic Design Leader with a Passion for Meaningful Change
Since the mid-90s, I’ve grown from a creative front-end programmer into a seasoned design leader, guiding multidisciplinary teams through complex digital transformations. I’m driven by a deep curiosity about how systems work—and a strong desire to make them better for people. My strength lies in connecting strategy, research, prototyping, and operations to create services that improve lives while supporting resilient, future-ready organisations.

Fluent in UX design & research, service design, and design thinking, I work from evidence, tackle root causes, and design smart, achievable solutions. I lead with clarity and structure in ambiguity—empowering teams, aligning stakeholders, and delivering sustainable value across sectors. My work spans organisations like Ahold Delhaize, Rituals, VWS, Port of Amsterdam, Philips, G-Star, KLM, and KPN.

I’m especially interested in high-impact, sustainable projects that enhance public services and support business resilience—ensuring that design contributes to meaningful, lasting change for people and planet.

 

+31 6 43 20 51 93

www.linkedin.com/in/andreavos

Hire me for

Design strategy & leadership

Tackling strategic issues with a design thinking approach and mapping achievable goals within roadmaps. Formulating KPI's, prioritising and streamlining work.

Design ops & mentorship

Setting up a team for success by building an effective way of working. Mentoring designers or teams to build upon their strenghts & skills or explore growth opportunities.

Service & Systemic design

Capture, evaluate and merge ideas to co-create interventions, solutions and services through design thinking.
Dark Matter Labs & Gemeente Amsterdam
Accelerating the Circular Economy
At CircuLaw I took on the role of Product Owner / Product Team Lead to help accelerate the transition to a circular economy. I built and led the product team, set the product vision and roadmap, and established the content management system and technical requirements. I introduced agile ways of working and ensured our delivery aligned with the strategic framework.

Activities

  • Built and led a multidisciplinary product team
  • Defined and prioritised a product roadmap aligned with strategic goals
  • Set up a scalable CMS and translated user and legal needs into clear product requirements

Deliverables & Outcomes

  • Released the platform from the ground up to beta, followed by multiple improvement cycles
  • Operational CMS enabling autonomous content creation and publishing
  • Agile ways of working embedded in the team
  • A roadmap that connects pilot learnings to scaling opportunities

Value for the organisation

  • A platform that runs efficiently with a skeleton team, reducing operational costs
  • Stronger collaboration and clear handovers across disciplines, cutting time to market
  • 60% reduction in time to publish new content, unlocking faster impact delivery
  • Product owner
  • Product team lead

www.circulaw.nl

 

Met Andrea krijg je veel meer dan slechts een 'uitvoerende' product owner, maar een senior professional die het leuk vindt om te laveren tussen "strategizen" enerzijds en het samen met haar product team concreet neerzetten van resultaten anderzijds ("lekker knallen").
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Arjan Hassing
Program Lead Circulaw
Gemeente Amsterdam
on demand
Design Mentorship
As an experienced design leader, I’ve actively mentored designers at all levels—through formal programmes like Ladies that UX and informally within the diverse lead roles I've held across teams and organisations. My mentorship style is structured yet flexible: I work with mentees to co-create a format that fits their goals, challenges, and ways of learning. I'm known for a no-nonsense, empathetic approach—always aiming to cut through the noise, identify the core issue, and offer practical, actionable steps that build confidence and clarity. Whether guiding individuals through career transitions, levelling up design skills, or helping teams navigate complexity, I focus on growth that creates both personal and business impact. Please feel free to reach out if you feel I could be of help for you or your team.

Design mentorship

email for requests

The sessions we had were thoroughly structured and that's what I really liked the most. Every session led to another objective and build-up, which could be quite useful if you are still discovering what you want to do and what you are good at.
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Oguz Boz
Senior Product Designer
Decathlon
Ahold Delhaize
Seamless grocery shopping
At Ahold Delhaize, I led the Service Design team within the Digital Experience department (BECSE), responsible for delivering consistent and scalable user experiences across multiple brands and countries. I managed a team of around 15 designers and researchers, worked closely with product managers and delivery partner Epam, and helped shape features and services that made grocery shopping more seamless across Europe.

Activities

  • Led a multidisciplinary design team (UX, UI, and research)
  • Defined the product vision and roadmap across multiple product tracks
  • Aligned workflows with our development partner for smoother collaboration
  • Set up white-label service frameworks to be used across markets

Deliverables & Outcomes

  • Introduced new ways of working to improve cross-functional collaboration
  • Established alignment across European stakeholders on omnichannel product strategy
  • Designed scalable, reusable services (e.g. loyalty, savings, in-store features)
  • Set up a multi-brand design system to ensure consistency and efficiency

Value for the organisation

  • Enabled faster rollout of white-label services across European markets, reducing time to market
  • Improved collaboration and early handovers with development partners, cutting operational costs and speeding up delivery
  • Delivered scalable, brand-flexible services that support long-term efficiency and user satisfaction
  • Service Design Lead
  • Lead Experience Consultant

www.delhaize.be

www.ab.gr

www.maxi.rs

www.albert.cz

www.mega-image.ro

Ministerie van VWS
Co-creating COVID 19 interventions
At the Dutch national Covid-19 Coordination & Information Unit, I worked as Design Strategist and Service Design Lead within Team Data & Design. I translated complex, high-stakes policy challenges into actionable design approaches. Using design thinking and sprint methodologies, we rapidly designed and tested interventions to support citizens during the pandemic.

Activities

  • Translated policy goals into practical interventions and experiments to influence behaviour
  • Facilitated collaboration between policymakers and public health organisations (e.g. RIVM, GGD)
  • Applied design methodologies to co-create and validate impactful solutions under pressure

Deliverables & Outcomes

  • Developed a behavioural matrix linking desired behaviours to policy and tailored interventions
  • Created a framework to measure the effectiveness of policies, integrated into a PowerBI dashboard using multiple data sources

Value for the organisation

  •  Enabled data-informed decision-making around behavioural interventions
  • Boosted public awareness and understanding of behaviour that helps prevent Covid-19 spread
  • Contributed to increased accessibility and uptake of vaccinations

Design Strategy

Design Thinking

Facilication

www.mijnvraagovercorona.nl

Andrea is very all round, open minded service designer that any team wishes for! Her prime skill is she can level with everyone, maintaining the sharp eye and gut feeling to define blind spots and fresh opportunities. She is not afraid at all to jump on board and find the steering wheel.
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Tamas Erkelens
Manager(MT-lid) Covid-19 Coordination
Ministerie van Volksgezondheid, Welzijn en Sport
Port of Amsterdam
Facilitating fluid harbor processes
At Port of Amsterdam, I was brought in as Design Lead to embed design thinking into a newly formed agile team. Over the course of a year, we improved several key digital services — from launching a new website to redesigning arrival and departure flows — all aimed at better serving the many people working in or passing through the port area.

Activities

  • Led UX improvements across multiple online services based on user research and stakeholder input
  • Introduced agile ways of working and integrated design thinking into the team’s approach
  • Set up a structured process for service and product development, grounded in analytics and experimentation

Deliverables & Outcomes

  • Launched a new website with navigation based on user needs instead of internal silos
  • Delivered new and improved digital services, including a company guide and arrival/departure tools
  • Introduced a development process that prioritised evidence, rapid iteration, and measurable outcomes

Value for the organisation

  • Shifted internal mindset toward digital-first services, enabling smarter use of FTEs
  • Reduced friction in internal processes by improving flows and journeys, lowering operational costs
  • Set the foundation for continuous improvement and customer-centric delivery
  • Service design
  • UX lead
  • UX strategy & design
  • UX research

www.portofamsterdam.com

From the start Andrea 'claimed' her role in the team and added value with her pragmatic attitude, social competencies and strategic in-depth knowledge of UX. It was a pleasure working with Andrea.
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Arjen de Vries
Interim Digital Marketing
Port of Amsterdam

Clearly works for