I'm Joris — 20+ years applying psychology to digital products. Specialised in AI, conversational interfaces, and the science behind why people click, trust, and convert.
About
I'm a Dutch UX leader and behavioural psychologist with 20+ years turning human psychology into better digital products. My work sits at the intersection of AI, conversational design, and growth — where understanding why people behave the way they do translates directly into outcomes.
At Booking.com I was one of the initiators of the GenAI-powered AI Trip Planner, now used by millions across iOS. I've coached AI product teams in Indonesia (DANA, 190M users), designed dashboards for fast-growing Dutch AI startups, and helped brands like Air France-KLM, Coca-Cola, and ING use behavioural science to drive measurable results.
I co-founded Buyerminds — an award-winning digital design agency with a 100% focus on conversion — and ran it for 8 years across Amsterdam, Brussels, Bangkok, and Beijing.
My approach is always the same: start with psychology, design for behaviour, test everything, and ship what works.
Worked with & served
The Book
In 2020 I wrote Online Influence — a guide to applying behavioural psychology to digital design and online persuasion. It helps marketers, designers, and product people apply proven science to boost results. Endorsed by Dr. Robert Cialdini, the world's leading authority on influence.
Contact
Whether you're looking for a UX leader, an AI design partner, or someone who can translate psychology into better products — I'd love to hear from you.