Sven-Eric Buschgens — uxdesigner.nl
NL EN
Sven-Eric Buschgens

Available from 1 October 2026 · 32 hrs/week
info@uxdesigner.nl
+31 6 142 66 333

Freelance Senior UX Designer · Baymard Certified E-commerce UX Professional

Senior UX Designer with 18+ years' experience in e‑commerce, insurance and digital services

Research, UX design and optimisation grounded in user behaviour, data and evidence.

For over eighteen years I have been helping organisations build better digital experiences by connecting research, users and business goals. Along the way I have worked for ANWB, Action, OHRA and PLUS, among others. My role is almost always the same: finding out where users get stuck, and designing solutions that demonstrably work better. I am as comfortable working with developers and product owners as with managers, boards and other stakeholders.

Get in touch See the results ↓
Available
From 1 October 2026 · 32 hrs/week
Location
The Hague · remote and on site
Response time
Within one working day
Certification
Baymard Institute · HFI CXA · HFI CUA
Profile
linkedin.com/in/svenbuschgens
01

What working with me delivers

I help organisations make design decisions grounded in research, user behaviour and business goals. That means fewer discussions driven by opinion, and more decisions everyone can get behind. My strength lies in reducing complex questions to choices that leave both users and the organisation better off.

1.1

From research to design — without the noise

Wherever possible I start each assignment with user research and stakeholder interviews. That way I design on evidence rather than assumptions, which saves iterations and wasted development time.

1.2

Specialised in e-commerce UX

As the first Baymard-certified E-Commerce UX Professional in Europe, I work from insights built on more than 200,000 hours of user research.

1.3

Productive quickly, works independently

I work independently, ask the right questions early on and find my way around complex organisations. I am usually fully up to speed within days.

1.4

Design decisions you can explain

I can substantiate every design choice, whether through user research, data, A/B testing or proven UX principles.

Why clients bring me in

  • Productive quickly in existing teams
  • Research and design in one person
  • Strong e-commerce expertise
  • Experience within large organisations
  • Works independently, no lengthy induction needed
02

Results for previous clients

Concrete outcomes from completed assignments. No estimates.

ANWB Nov 2013 — Aug 2018 · 5 years
UX Designer, Insurance

Design, user research and optimisation of product pages, decision aids and conversion flows for the online insurance environment.

€180M online revenue per year
(up from €120M)
View the case

Context

ANWB wanted to grow its online insurance business structurally. For five years I was responsible for the UX of this environment.

Approach

I designed, ran user research and optimised product pages, decision aids, chatbot interfaces and the claims-reporting tool, and improved conversion flows — always guided by research and data.

Result

Over that period, online revenue grew from around €120 million to €180 million a year.

OutdoorXL Jun 2018 — 2020 · 16 months
E-Commerce UX Designer

Improving the online shop's entire customer journey through user research, analysis and optimisation based on proven e-commerce guidelines.

+25% online conversion
(20 to 25%)
View the case

Context

Sixteen months responsible for the UX of the online shop, with the aim of improving the performance of the entire customer journey.

Approach

Through user research, analysis and optimisation based on Baymard guidelines, we improved the customer journey step by step.

Result

Online conversion rose by 20 to 25%.

Action Aug 2023 — Feb 2025 · 1.5 years
E-Commerce UX Designer

Further development of the online shop from the MVP stage onwards: optimisation of the PLP, PDP, filtering, My Action and accessibility (WCAG), based on user research and Baymard Institute principles.

€53M annual online revenue
View the case

Context

Action's online shop was still in its infancy: as UX Designer I worked on developing the platform onwards from the MVP stage.

Approach

Optimisation of the PLP (product listing page), PDP (product detail page), filtering and the My Action account area, alongside user research and the introduction of new functionality based on Baymard Institute principles. I also improved the shop's accessibility by aligning colour contrasts with the WCAG guidelines, working closely with the e-commerce team.

Result

The platform grew to an annual online revenue of around €53 million, with a shop that meets the WCAG contrast guidelines for accessibility.

OHRA Mar 2025 — present
UX Designer · Digital & Data team

Designing and optimising digital processes that allow customers to arrange more and more of their insurance affairs themselves.

90%+ digital self-service
(up from 85%)
View the case

Context

OHRA wants its customers to be able to arrange more and more of their insurance affairs online, unaided. I'm part of the OHRA UX team, which is jointly responsible for everything relating to OHRA. I also contribute to the ongoing project to merge all NN Group brands, of which OHRA is part.

Approach

Within the Digital & Data team, I design and optimise the digital processes that make this possible, including the Berichtenbox (a central hub for policy messages and notifications) and Sociaal Incasseren (a human-centred approach to payment arrears), and I validate changes through A/B testing.

Result

Digital self-service grew from 85% to over 90%. OHRA now scores a CES (Customer Effort Score) of 1.6, and has become a digital-first organisation with more than 85% of customers engaging digitally — easing pressure on customer service in the process.

PLUS Retail Nov 2019 — Apr 2020
UX Designer · online supermarket

Introduction of the first design system, a redesign of the navigation and the development of an entirely new recipe platform.

Design System plus navigation redesign
View the case

Context

The PLUS online supermarket needed design consistency and a better navigation structure.

Approach

Responsible for introducing the first design system and redesigning the navigation, underpinned by user research.

Result

A consistent design system, a revised navigation and an entirely new recipe platform, all grounded in user research.

03

Certifications

International expertise, independently verifiable.

2018 · Tier 2 Baymard Institute

E-Commerce UX Professional

The world's most widely recognised certification for e-commerce UX, based on more than 200,000 hours of user research. First certified professional in Europe.

 Verify at Baymard ↗ 2011 · CXA Human Factors International

Certified User Experience Analyst

International senior UX certification covering UX strategy, research and persuasion.

 humanfactors.com ↗ 2008 · CUA Human Factors International

Certified Usability Analyst

International certification in user-centred design, usability and information architecture.

 humanfactors.com ↗
04

About me

I help organisations design digital customer journeys that work. Not just for the user, but for the business too. That means less friction in funnels, higher conversion, less strain on support and greater satisfaction.

I work analytically and pragmatically. First I want to understand where the real problem lies. Then I explore possible solutions, design prototypes and test them with users whenever I can.

I have been freelancing full-time for medium-sized and large Dutch organisations for over ten years. Having worked in insurance, retail, telecoms and e-commerce, I quickly recognise the patterns that recur in almost every organisation.

Colleagues tend to describe me as calm, analytical and self-reliant. I ask plenty of questions, work transparently and push back when it matters. My strength is not in crafting the prettiest screens, but in uncovering the real problems behind customer behaviour.

Approach

For me, a design is never the end goal. It is a means of making assumptions visible, testing ideas and making better choices. UX does not begin with screens; it begins with understanding human behaviour. Only then comes the design.

  • 18+ years' experience in web, interaction and UX design
  • Baymard and HFI certified
  • Main tools: Figma, design systems
  • Experienced in agile teams
  • Available for interim UX assignments
05

Contact

Do you have a UX challenge where research, design and collaboration come together? Then I would be glad to meet.

Available for a new assignment from 1 October 2026 · 32 hours a week · The Hague, remote and on site. I reply within one working day.

Let's meet