Hey, I'm Max, a designer with a background in cognitive science and AI.
I grew up in Assen, The Netherlands. After studying Creative Technology, I completed a Master's in Artificial Intelligence (Computational Cognitive Science) at the University of Groningen. I still have a large interest in psychology and cognitive science.
My first job was at Label305, where UX design became a craft. A notable project from this time was the WaterRower mobile app. I then worked at Embrace where I sharpened both my design craft and collaboration skills, and started doing design workshops at universities.
At the end of 2025 I moved to New Zealand, and now I'm working for Sandfield in Auckland.
Outside of work, I started a motorcycle travel YouTube channel. I enjoy sports, reading, cinema/TV and creating things.
Blog
- The graveyard of unfinished side-projects
Why unfinished projects cloud your mind, and how our innate need for closure is used in design everywhere.
- Stop adding touch screens to everything
Touch screens are versatile and intuitive, but in some scenarios, they can be dangerous and unfitting. A look at where the lazy default choice is making things worse.
- Productive procrastination
Productive procrastination is real. But understanding why we avoid the work we actually love might be the key to getting more of it done.
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Work
Critical infrastructure redesign to address navigation bottlenecks in a growing SaaS suite — creating space for AI integration, phone client features, and everything that comes next.
- CRM Magazine: structured collaboration under tight deadlines
Leading the design and production of a premium print magazine for Embrace — from stakeholder alignment to a finished publication shipped on time.
- The Design Quartet: Educational cards that students actually use
A design principles quartet card game that serves dual purposes: reinforcing key UX concepts for students and creating lasting brand connections with emerging talent.