About

Hi, I'm Max. I'm from The Netherlands and educated in Creative Technology and AI. I worked at Label305, Embrace and now at Sandfield. I'm a Product Designer with a technical focus, given my background in cognitive science, AI and front-end development. Based in New Zealand.

Hi, I'm Max. I grew up in Assen, The Netherlands. At a young age I was building websites, making digital art and tinkering with computers. After high school I studied Creative Technology at the University of Twente, a degree that put design and engineering in the same mix.

My first job was at Label305, where UX design stopped being a hobby and became a craft. I learned front-end development and interaction design here. A notable project from this time was the WaterRower mobile app.

To deepen my professional understanding of UX, my eyes were set on a Master's in Human-Machine Communication in Groningen. The MSc falls in the Artificial Intelligence category, touching many of the subjects. The study was renamed to Computational Cognitive Science shortly after I graduated. I still have a large interest in psychology and cognitive science.

I enjoyed working at Embrace - The Human Cloud on software for the housing industry. I really sharpened both my design craft and collaboration skills here. During this period I started doing design workshops and guest lectures at the University of Groningen and NHL Stenden in Leeuwarden, covering cognitive ergonomics, accessible design and more.

At the end of 2025 I moved to New Zealand, and now I'm working for Sandfield in Auckland.