Penney Looije

Sole designer for two teams, Checkout and Loyalty & Retention, across both brands, and led scrum. Ran 1–2 A/B tests per sprint, using AI to speed up ideation and UX audits, achieving up to +1.5% transactions.

Lead CRO designer responsible for all A/B testing, redesigned the A/B testing process, and co-created the GenX design system. Designed a category-agnostic buy journey for Sonicare and Lumea IPL, live on Philips.com since May 2026.

Introduced 'connected patterns', cutting campaign time-to-market from weeks to minutes. Researched and A/B tested banner placement, leading to region-specific guidelines that protect Property Page conversion.

Designed and user-tested the request, pay-out and overview flows for a new pension investment product, from concept through platform migration. Facilitated workshops that set the 2023 roadmap for the Business Value Proposition team.

Designed a mobile alert app for remote and multi-location staff to report IT outages, with a 'same problem' flow allowing colleagues to join an existing ticket in 2 clicks.

Owned all investment and insurance customer journeys in the Belfius Mobile Banking app.

Redesigned the myNZTE customer portal, giving businesses the tools to explore and expand into foreign markets.

Designed a mobile campaign site that tested customers' knowledge and awareness of their life insurance.

Designed a monitoring app that analyses underground movement and warns miners of tunnel collapse.

Designed a responsive platform giving clinicians trusted, up-to-date information on clinical procedures.

Designed the MLC mobile app for iOS and Android for pension and investment clients, and introduced accessibility guidelines so the app met accessibility standards.

Designed a native iOS and Android app that guides customers through installing their own 5G modem, refined over 7 design sprints with user testing. Showcased at Mobile World Congress 2019 and won the CommsDay 2019 Edison Award for Best Telecom Marketing Initiative.

Owned UI design for Loans & Mortgages e-commerce. Convinced stakeholders to fund new photoshoots and created a photography strategy that became the standard for abnamro.nl.

Designed a health platform for Zilveren Kruis that helps employers choose collective health insurance.

Certified Behavioural Designer certification from Irrational Labs in May 2021.

UX Design Immersive program completed in February 2020.

Bachelor of Science degree from the University of IT & Media Design Eindhoven from 2009 to 2014.