About me

I am a behavioral psychologist with over 25 years of experience in UX design, including 4.5 years at Booking.com. I'm also the best-selling author of Online Influence.

During my cognitive psychology studies in Leiden, The Netherlands, I specialized in human-computer interaction. In 2012, I founded the digital design agency Buyerminds, which became an international leader in behavior design and conversion optimization. My teams significantly improved the performance of numerous digital platforms for clients such as KLM, Mercedes, Vodafone, Philips, and BYD.

Based on this experience, I wrote the book Online Influence together with Bas Wouters, who's the CEO of Cialdini Institute. The book quickly topped the business book charts, won an award for Marketing Textbook of the Year, and was translated into several languages, including Chinese and Thai.

After leaving Buyerminds, I joined Booking.com in 2019, where I contributed to cutting-edge innovations in Conversational AI and personalization. I was also responsible for optimizing the company's multimillion-dollar checkout process.

​Currently based in Amsterdam, I consult with organizations on customer journey improvements using science, data, and insights. I am a proud father to Ben (19) and enjoy combining work and travel.