I help founders think before they build,and design what's worth building.

Freelance product designer in Amsterdam, working with early-stage teams in SaaS, fintech and consumer. I start by finding what would prove an idea is worth building, then design the version that remains.

Pieter de Kroon

Freelance Product Designer

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Recent and ongoing work with

RecyBEM
Firestarter
WOO Sports
Lerai
Zalt
HAI Agency

Building has never been this fast

Which makes building the wrong product faster too.

Every idea stands on a claim. That people will switch. That anyone will pay. Most teams never test that claim. They build on it. And building is the most expensive way to find out you were wrong.

Find the claim
We list the assumptions and pick the one the idea stands or falls on. Usually you already know which one. You have just never said it out loud.
Test it small
Then we build the smallest test that settles it, often just a clickable prototype. It has to answer the question, not ship.
Design what remains
All the design work goes into the version that passed. The argument is settled, so the attention goes to making it good.
Build it for real
Then it gets built, by your team or with people I bring in. The decisions builds stall on were made two steps ago.
See whether the claim held
In front of real users the claim holds or it does not. Either way you know which one to test next.

Selected work

Upliftful

2026 · iOS & Web

An app where people collect short, honest appreciations from friends, so users are reminded daily of kind words and naturally build confidence from what others see in them.

Where a project starts

Most projects begin at one of these three and move from there. Which one you need comes down to a single question: is it settled what you are building?

Product design