Self-service flow
ONVZ
Making complex reimbursements clear for policyholders.
Senior Product Design for AI teams
From AI output to products people understand.
AI builds software at remarkable speed. But a working product is not automatically a good product. A2A Design adds the human product thinking AI is missing.
AI helps you build a 7. A2A Design helps you turn it into a 10.
Real products. Real experience.
More than 25 years of experience designing and improving digital products for leading brands.
Onboarding flow
Picasse - BHV App
Reducing a complex registration process to its essence.
Product design
RTL
A consistent experience for millions of daily users.
Design system
RTL
From disconnected screens to one consistent product language.
Dashboard design
WBSO.ai
Turning scattered project data into useful insights.
Premium UI
Polestar
A premium digital experience from consideration to purchase.
Workflow design
CART-Tech
Making complex medical software clear for everyday use.
AI builds fast.But not always well.
The bottleneck is shifting. The question is no longer: can we build this? It is: does what we build make sense, stay consistent and work for real people?
Visual hierarchy
Everything seems equally important. Users do not know where to look or begin.
Inconsistency
Buttons, spacing and patterns differ everywhere. The product feels broken.
Accessibility
Contrast, focus states and semantic structure are easy to overlook.
UX logic
Flows can be technically correct but mentally confusing. Users drop off.
Conversion
CTAs are weak, onboarding is unclear and the product does not convert as well as it could.
Product thinking
Loose prompts do not protect user intent, business context or product vision.
The human quality layer between AI and production.
From insight to improvement.
Know what could be better. Or have it improved directly.
How A2A works.From product question to improvement.
From a first idea or an existing flow to a concrete improvement. A2A brings senior product design into the process without unnecessary handoffs between design and development.
01
Product challenge
Idea, feature, flow or existing product.
02
Product judgement
Human judgement on UX, UI and product logic.
03
Execution
Where appropriate, implemented directly in code and delivered through a pull request. Otherwise, developed in Figma.
Start with a Product Review.
Discover where your product can improve and which changes will have the most impact.
A2A Product Review
I review the most important user flows in your product and show where UX, UI and product logic could improve, why it matters, and how I would approach it.
€995ex. VAT
Delivered within a few working days
Request a Product ReviewWhat you get
- Senior review of the most important user flows
Reviewed for UX, UI, consistency and product logic. - Prioritised findings
The most important problems and opportunities, ranked by impact. - Clear direction for improvement
For each important problem, you get my advice on how to improve it. - Walkthrough of the findings
I take you through my observations, recommendations and what I would tackle first.
More than 25 years of product design experience
I have worked for brands including Polestar, RTL, Philips, TomTom and ONVZ.
Guido de Ridder
Senior Product Designer You work directly with me, from product judgement to design and delivery.
Questions & answers
What is the A2A Product Review, and what does it include?
I review the most important user flows in your product for UX, UI, consistency and product logic. You get prioritised findings, clear direction for each important problem and a walkthrough of my observations and recommendations.
I complete the review within a few working days for a fixed price of €995 ex. VAT. The Product Review does not include a final redesign or production implementation.
Is implementation included?
No. The Product Review does not include implementation, production code changes or pull requests.
After the review, A2A can implement the selected improvements in a follow-up project within your existing codebase.
What happens after a Product Review?
There is no obligation: you can take the findings forward yourself. An important improvement can then be delivered in a Product Sprint. For new individual improvements, you can book another Sprint later; for a structural backlog, A2A Continuous may be a better fit.
Does our product need to be built with AI?
No. A2A often works with AI teams, but the Product Review also suits existing digital products that were not built with AI.
Why not just use AI?
AI is good at a first version. The finished product still needs to make sense to people.
A2A Design makes software more usable, consistent and professional.
What exactly do you do?
A2A Design helps teams make AI-built and rapidly developed digital products stronger, both functionally and visually. It starts with product logic, UX, UI, consistency and user understanding.
Where the codebase and scope allow it, A2A can also implement improvements directly in the existing product and deliver them through a pull request.
Do you write the code yourselves?
A2A is not a traditional development agency. My role starts with product design, UX and UI. Where the scope and codebase allow it, I implement improvements directly in the existing product and deliver them through a pull request.
For complex backend or specialist development, I work with the development team.
Do you work in our existing repository?
Yes.
We work in your GitHub repository and deliver changes through pull requests.
Is our code safe?
Yes.
We work confidentially in your existing development environment, while you remain in control of the repository, permissions and deployment.
Do we own 100% of the output?
Yes.
Everything created or improved during the collaboration remains your organisation’s property.
How are the improvements delivered?
Where possible, we deliver through GitHub, branches or pull requests.
This keeps the gap between design and implementation small.
Can you help if we have not built anything yet?
Yes.
I also help with new ideas, onboarding flows, dashboards, user journeys and other product challenges.
Who does the work?
You work directly with Guido de Ridder.
He has more than 25 years of experience in UX, UI and product design and has worked for Polestar, RTL, Philips, TomTom and ONVZ.
Can’t find your question? Let’s talk.
Book a callSenior Product Design for AI teams
Book a call
Tell me briefly what you are working on. I usually reply within one working day.
What happens next?
✓ No obligations✓ No sales pitch✓ Just an honest conversation