Easy peasy
Easy peasy
Peasy is a Belgian company with three comparison platforms under one roof: Verzekeringen.be, Aanbieders.be and Hypotheek.winkel.
Peasy is a Belgian company with three comparison platforms under one roof: Verzekeringen.be, Aanbieders.be and Hypotheek.winkel.
Peasy is a Belgian company with three comparison platforms under one roof: Verzekeringen.be, Aanbieders.be and Hypotheek.winkel.
Introduction
I worked there within two teams: first marketing, then product. This meant that my work spanned two disciplines that rarely come together in job vacancies. UX/UI research and Product designer on the product side, branding, graphic and content design on the marketing side.
I worked there within two teams: first marketing, then product. This meant that my work spanned two disciplines that rarely come together in job vacancies. UX/UI research and Product designer on the product side, branding, graphic and content design on the marketing side.
I worked there within two teams: first marketing, then product. This meant that my work spanned two disciplines that rarely come together in job vacancies. UX/UI research and Product designer on the product side, branding, graphic and content design on the marketing side.
Marketing team
Graphic Designer, Content Creator and UI Design
verzekeringen.be · Sep 2020 – Aug 2023 · Full-time
Within e-commerce, I was responsible for the complete visual customer experience.
Brand & visual identity
Built from scratch: brand identity, style guide and logo for Sure (white label sub-brand). Development and illustration of Joske, the mascot of Verzekeringen.be, and monitoring the branding guidelines.
Communication & campaigns
Social media content, newsletters, display banners and print material (flyers NL/FR, wind banners, promotional material) for Verzekeringen.be, Aanbieders.be, Hypotheek.winkel and Peasy. Visual consistency across multiple platforms and languages.
Presentations & sales material
Design of sales decks in PowerPoint for partner and broker channels. Visual development of web pages and user flows, from wireframe thinking to screen structure: what goes where, which step follows which.
Graphic Designer, Content Creator and UI Design
verzekeringen.be · Sep 2020 – Aug 2023 · Full-time
Within e-commerce, I was responsible for the complete visual customer experience.
Brand & visual identity
Built from scratch: brand identity, style guide and logo for Sure (white label sub-brand). Development and illustration of Joske, the mascot of Verzekeringen.be, and monitoring the branding guidelines.
Communication & campaigns
Social media content, newsletters, display banners and print material (flyers NL/FR, wind banners, promotional material) for Verzekeringen.be, Aanbieders.be, Hypotheek.winkel and Peasy. Visual consistency across multiple platforms and languages.
Presentations & sales material
Design of sales decks in PowerPoint for partner and broker channels. Visual development of web pages and user flows, from wireframe thinking to screen structure: what goes where, which step follows which.
Graphic Designer, Content Creator and UI Design
verzekeringen.be · Sep 2020 – Aug 2023 · Full-time
Within e-commerce, I was responsible for the complete visual customer experience.
Brand & visual identity
Built from scratch: brand identity, style guide and logo for Sure (white label sub-brand). Development and illustration of Joske, the mascot of Verzekeringen.be, and monitoring the branding guidelines.
Communication & campaigns
Social media content, newsletters, display banners and print material (flyers NL/FR, wind banners, promotional material) for Verzekeringen.be, Aanbieders.be, Hypotheek.winkel and Peasy. Visual consistency across multiple platforms and languages.
Presentations & sales material
Design of sales decks in PowerPoint for partner and broker channels. Visual development of web pages and user flows, from wireframe thinking to screen structure: what goes where, which step follows which.
Product team
UX/UI Designer & CRO Specialist
Horizon Group · Sep 2023 – Oct 2025 · Full-time
User Research
Weekly qualitative and quantitative research via Hotjar (session recordings, heatmaps), user surveys via User.com and funnel data via Google Analytics. Supplemented by external qualitative focus group research (Haystack Consulting) on user behaviour in financial comparison sites.
CRO & A/B testing
Before I could say anything about users, I needed a way to observe them. I started with a market analysis of session recording and heatmap tools, weighing four platforms against each other based on features, price and the required session volume per month. The choice fell on Hotjar, which is now part of Contentsquare.
UX/UI Design
Custom flows and prototypes in Figma, based on heuristics and psychological frameworks (including Hick's Law, progressive disclosure, trust signals). High-fidelity designs developed with conditional logic, copy and design specs for development.
Design system
Setup and development of the design system for Peasy, as a basis for consistent UI across multiple platforms.
Stakeholder communication
Presented research findings and design choices to internal teams and product owners. Worked closely with developers, marketers and external partners.
UX/UI Designer & CRO Specialist
Horizon Group · Sep 2023 – Oct 2025 · Full-time
User Research
Weekly qualitative and quantitative research via Hotjar (session recordings, heatmaps), user surveys via User.com and funnel data via Google Analytics. Supplemented by external qualitative focus group research (Haystack Consulting) on user behaviour in financial comparison sites.
CRO & A/B testing
Before I could say anything about users, I needed a way to observe them. I started with a market analysis of session recording and heatmap tools, weighing four platforms against each other based on features, price and the required session volume per month. The choice fell on Hotjar, which is now part of Contentsquare.
UX/UI Design
Custom flows and prototypes in Figma, based on heuristics and psychological frameworks (including Hick's Law, progressive disclosure, trust signals). High-fidelity designs developed with conditional logic, copy and design specs for development.
Design system
Setup and development of the design system for Peasy, as a basis for consistent UI across multiple platforms.
Stakeholder communication
Presented research findings and design choices to internal teams and product owners. Worked closely with developers, marketers and external partners.
UX/UI Designer & CRO Specialist
Horizon Group · Sep 2023 – Oct 2025 · Full-time
User Research
Weekly qualitative and quantitative research via Hotjar (session recordings, heatmaps), user surveys via User.com and funnel data via Google Analytics. Supplemented by external qualitative focus group research (Haystack Consulting) on user behaviour in financial comparison sites.
CRO & A/B testing
Before I could say anything about users, I needed a way to observe them. I started with a market analysis of session recording and heatmap tools, weighing four platforms against each other based on features, price and the required session volume per month. The choice fell on Hotjar, which is now part of Contentsquare.
UX/UI Design
Custom flows and prototypes in Figma, based on heuristics and psychological frameworks (including Hick's Law, progressive disclosure, trust signals). High-fidelity designs developed with conditional logic, copy and design specs for development.
Design system
Setup and development of the design system for Peasy, as a basis for consistent UI across multiple platforms.
Stakeholder communication
Presented research findings and design choices to internal teams and product owners. Worked closely with developers, marketers and external partners.
Reflection
From graphic designer to UX designer
At Verzekeringen.be and later Peasy, I grew from a graphic designer into a UX designer. Where I had previously learned to design primarily aesthetically, with attention to white space, breathing room and consistent branding, I learned to approach design differently. Gut feeling made way for research and communication.
I wanted to understand why something works. And I wanted to be able to measure it. Not just feeling that a design was right, but demonstrating it in data.
I learned to conduct quantitative research: setting up surveys, observing user behaviour via Hotjar, and monitoring general data in Google Analytics. In addition, I worked closely with the sales team, who are close to the customer on a daily basis. The information that customers provide is worth its weight in gold, and that insight has permanently changed my way of designing.
Another major step was building a design system in Figma. With fixed agreements between design and development, we ensured that what I designed was also built effectively in that way. Keeping the gap between design and implementation as small as possible became a conscious way of working.
Because I worked from the marketing team, my focus gradually shifted. I started to think more and more in terms of conversion and therefore not just from an image, but from strategy. What convinces a user? Where do they drop off? Communication and marketing strategy became just as important as the design itself.
The collaboration that shaped me the most was with the product manager. She was closest to my work. We worked with complex products such as insurance, mortgages and energy, where product knowledge and close monitoring were essential to build the right flows. That taught me that good UX work doesn't stop at the screen, but starts with a thorough understanding of the product itself.
From graphic designer to UX designer
At Verzekeringen.be and later Peasy, I grew from a graphic designer into a UX designer. Where I had previously learned to design primarily aesthetically, with attention to white space, breathing room and consistent branding, I learned to approach design differently. Gut feeling made way for research and communication.
I wanted to understand why something works. And I wanted to be able to measure it. Not just feeling that a design was right, but demonstrating it in data.
I learned to conduct quantitative research: setting up surveys, observing user behaviour via Hotjar, and monitoring general data in Google Analytics. In addition, I worked closely with the sales team, who are close to the customer on a daily basis. The information that customers provide is worth its weight in gold, and that insight has permanently changed my way of designing.
Another major step was building a design system in Figma. With fixed agreements between design and development, we ensured that what I designed was also built effectively in that way. Keeping the gap between design and implementation as small as possible became a conscious way of working.
Because I worked from the marketing team, my focus gradually shifted. I started to think more and more in terms of conversion and therefore not just from an image, but from strategy. What convinces a user? Where do they drop off? Communication and marketing strategy became just as important as the design itself.
The collaboration that shaped me the most was with the product manager. She was closest to my work. We worked with complex products such as insurance, mortgages and energy, where product knowledge and close monitoring were essential to build the right flows. That taught me that good UX work doesn't stop at the screen, but starts with a thorough understanding of the product itself.
From graphic designer to UX designer
At Verzekeringen.be and later Peasy, I grew from a graphic designer into a UX designer. Where I had previously learned to design primarily aesthetically, with attention to white space, breathing room and consistent branding, I learned to approach design differently. Gut feeling made way for research and communication.
I wanted to understand why something works. And I wanted to be able to measure it. Not just feeling that a design was right, but demonstrating it in data.
I learned to conduct quantitative research: setting up surveys, observing user behaviour via Hotjar, and monitoring general data in Google Analytics. In addition, I worked closely with the sales team, who are close to the customer on a daily basis. The information that customers provide is worth its weight in gold, and that insight has permanently changed my way of designing.
Another major step was building a design system in Figma. With fixed agreements between design and development, we ensured that what I designed was also built effectively in that way. Keeping the gap between design and implementation as small as possible became a conscious way of working.
Because I worked from the marketing team, my focus gradually shifted. I started to think more and more in terms of conversion and therefore not just from an image, but from strategy. What convinces a user? Where do they drop off? Communication and marketing strategy became just as important as the design itself.
The collaboration that shaped me the most was with the product manager. She was closest to my work. We worked with complex products such as insurance, mortgages and energy, where product knowledge and close monitoring were essential to build the right flows. That taught me that good UX work doesn't stop at the screen, but starts with a thorough understanding of the product itself.