Turning Ideas into Impactful Products and Services  
by design

I’m Martijn Hinfelaar, an experienced designer who’s passionate about Design Strategy, UX, and UI. I’m here to help you create innovative products and services that people will love to use!

Featured projects

Reimagining Energy Provider Apps

Guiding customers through the energy transition

Essent & Energiedirect.nl

Guiding customers through the energy transition

Essent and energiedirect.nl aim to guide their customers through the energy transition. The project resulted in a future-ready product and design strategy for their apps, focusing on insights and education. Concept designs and a phased roadmap enhanced digital experiences, empowering users to make informed energy decisions and aligning the apps with evolving customer needs.

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A Product Vision for Electric Mobility

Helping to electrify europe

E.ON Drive

Helping E.ON Drive to electrify Europe

E.ON Drive sought to stand out in a crowded EV charging market. The project involved extensive user research and the development of a product vision and playbook. These tools effectively highlighted the benefits of smart charging and provided a clear strategy, resulting in a unified team direction and impactful visual communication.

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A product vision for Smart Living

A smart home is a healthy home

E.ON Home

A healthy home is a smart home

The Healthy Home project aimed to simplify the smart living market by focusing on creating a Healthy Home. The platform integrates well-curated products, services, and interfaces to promote a healthier environment. Extensive research and design sprints resulted in a comprehensive playbook for market-specific implementation.

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A Health Startup

A challenge to change your habits

A Health Startup

A challenge to change your habits

A health startup needed to enable customers to take action based on self-testing technology results. The 100 Dagen Challenge project developed an app to help users change their lifestyle through gamification and nudging, based on psychological and behavioral principles. The app provided a blend of tech and personal care, guiding users towards healthier habits.

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Outdoor Graphics

Smart graphics for intelligent street lights

For Innogy Smart Pole Factory

Smart graphics for intelligent street lights

The Smart Pole Graphics project in Essen addressed the challenge of utilizing smart street lights to provide real-time information without being mistaken for advertising. The solution involved designing attractive, easy-to-understand signage with friendly colors and simple shapes. This approach ensured clear communication, enhancing public space without disruption, and successfully operated in the city's Smart Pole Pilot.

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In-Store Screens for Smart Home Products

showcase the benefits of smart home products

Brico

Discover the benefits of a smart home

Brico faced the challenge of making smart home gadgets essential tools rather than just cool gadgets. The project empowered customers through interactive in-store experiences using digital techniques like augmented reality. The resulting app allowed customers to explore and understand smart products better, boosting confidence in their purchases and showcasing the practical benefits of smart home technology.

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Design Research for Smart Lighting

Discovering the role of light in everyday lives

Philips Hue

Discovering the role of light in everyday lives

ChatGPTWhat role does light play in people's daily lives? How can we enhance the Philips Hue app to improve user experience? We have been tasked with collaborating with the internal design team to explore ways to make the app more appealing to a broader audience.

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Discover how design can set you apart, drive your growth, and tackle your toughest challenges. Find out more about my work.

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THIS IS WHAT I DO

Design Thinking & doing

From idea to impactful designs and solutions.

A great idea is just the beginning. I help turn your ideas into real solutions. By understanding your challenges and combining customer insights with your business goals, I create designs and concepts that tackle your challenges and make a big impact.

  • Digital Product Design
    Bring your ideas to life. I cover and manage the entire design process, from concept to prototype to final product. Making sure that it works great and looks good.
  • User Experience (UX/UI Design) & Service Design
    Enhance your customer experience with thoughtful design. I map out the customer journey, identify opportunities, and create engaging, intuitive digital products and experiences.
  • Brand Identity & Art Direction
    Make your brand stand out with a unique identity. I help you create a strong brand voice, position, and visual style, focusing on a digital-first approach that works across all touchpoints and connects with your audience.
... For Brico
For Brico, a Belgian DIY chain, I designed an in-store application to educate and inspire customers about smart home products.
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Product & Design Strategy

A solid vision based on customer needs & business goals.

To make sure your product stands out from competitors, you need a compelling product vision. I help you to create a strategy that aligns your team and business goals, making sure that your product meets customer needs effectively.

  • Product Vision & Strategy
    Define a clear vision and strategy for your products. I help you set long-term goals, create roadmaps, and align your product development with your business objectives.
  • User Research & Insights
    Make informed decisions with in-depth market and user insights. I conduct thorough research to uncover valuable information about market trends, user behaviors, and competitive landscapes, guiding your strategic direction.
  • Workshop Design & Facilitation
    I design and lead workshops that sharpen your product strategy and vision. Customized to your needs, my workshops focus on design, alignment, innovation, and ideation. From planning to facilitation, I create a collaborative environment that helps your team achieve great results.
... For Essent
I helped Essent with developing a vision on the future of energy apps. What role will they play in a rapidly changing environment?
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Innovation as a service

On-demand creative solutions & fresh perspectives.

When your team needs regular creative input and an outside-in perspective, I offer a flexible alternative to project-based approaches. I work as an integrated part of your team to bring new ideas and turn them into practical solutions.

  • Innovation & Ideation
    Stay ahead with innovative ideas and creative solutions. I facilitate ideation sessions and design thinking workshops to help you generate breakthrough concepts that drive business success.
  • Managing & Growing teams
    I have extensive experience in managing and growing (multinational) design teams. I have implemented review processes and personal development plans, establishing a high standard for quality output.
  • Workshops & Training
    Equip your team with the skills to innovate and excel. I offer workshops and training programs on topics like design thinking and digital strategy, providing hands-on learning experiences that drive growth and transformation.
... For E.oN Drive
For E.ON Drive, I worked on various design consultancy projects, including facilitating workshops to develop an overarching product vision, developing a design vision on the app and creating a customer-centric proposition for Smart Charging.
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Someone at Somewhere
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Someone at Somewhere

Transform your business with design thinking, strategy, and innovation expertise. Let's talk and see what I can do for you.

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About me

I’m Martijn Hinfelaar, a Digital Design Director & Strategist based in Amsterdam, The Netherlands,. With over 20 years of experience in digital product design and strategy. For me, design isn’t just about appearance; it’s about solving problems and creating products people love. I believe design has the power to drive change and inspire innovation.

Solving is my one-man studio where I work closely with you to create smart, effective solutions.

More about me