UX Designer · Amsterdam

Hi, I'm Samira. I turn complex flows into experiences that feel obvious.

Currently at Incentro, designing for ABN AMRO Verzekeringen and RAI Amsterdam. 5+ years turning complexity into products people actually enjoy using.

Interaction Design UI Design Design Systems Product Design Usability Testing User Flows Figma
Selected work
RAI Amsterdam
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Standconfigurator
A self-service tool that lets exhibitors configure their entire stand's utilities on a live grid — without calling support.
Web DesignB2BConcept DesignWireframing
ABN AMRO Verzekeringen
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Insurance onboarding tool
A personalised insurance advisor that uses KvK data to guide business owners to the right product before they ever hit a checkout.
UX / UI DesignInsuranceFintechWireframingExpert Review
ABN AMRO Verzekeringen
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Business car insurance checkout funnel
Turning a manual, advisor-led process into a fully self-service digital funnel for ZZP entrepreneurs — cutting processing time by 10×.
UX StrategyInsuranceB2BFintechUser Research
M.
Malmberg · ongoing
coming soon ✍︎
Redesigning an educational publisher's website
Redesigning the website for Malmberg, an educational publisher, through Incentro.
Web redesign Education B2B / B2C
About
Samira El Messaoudi

A bit about me.

I'm a UX designer based in Amsterdam with 5+ years of experience designing digital products across a range of industries, including finance, commerce, and education. I'm consistently drawn to complex problems, always keeping the user at the center of my work.

I'm very curious by nature and ask a lot of questions. I've worked within multidisciplinary teams, managed stakeholders along the way, and I bring strong communication skills with a sociable, collaborative approach to my work.

Interaction Design UI Design Design Systems Product Design Usability Testing User Flows Figma
Contact

Let's talk.

Open to new projects and opportunities. Feel free to reach out.

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