Turning Ideas into Impactful Products and Services.  
‍By Design.

Welcome to Solving. I’m Martijn Hinfelaar, an experienced product designer passionate about turning ideas into products that people love to use.

Find out how

Featured projects

Reimagining Energy Provider Apps

Guiding customers through the energy transition

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Essent & Energiedirect.nl

Guiding customers through the energy transition

Essent and energiedirect.nl aim to guide their customers through the energy transition. The project resulted in a future-ready product and design strategy for their apps, focusing on insights and education. Concept designs and a phased roadmap enhanced digital experiences, empowering users to make informed energy decisions and aligning the apps with evolving customer needs.

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Let's talk about how design can bring your ideas to life, grow your business, and delight your customers.

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THIS IS WHAT I DO

Design Thinking & doing

From idea to impactful designs and solutions.

A great idea is just the beginning. I know how to turn  ideas into real solutions. By understanding the challenges and combining customer insights with  business goals, I create designs and concepts that solve problems and make a big impact.

  • Digital Product Design
    ‍    Bring your ideas to life. I cover and manage the entire design process, from concept to prototype to final product. Making sure that it works great and looks good.
  • User Experience (UX/UI Design) & Service Design
    Enhance your customer experience with thoughtful design. I map out the customer journey, identify opportunities, and create engaging, intuitive digital products and experiences.
  • Brand Identity & Art Direction
    Make your brand stand out with a unique identity. I help you create a strong brand voice, position, and visual style, focusing on a digital-first approach that works across all touchpoints and connects with your audience.
... For Brico
For Brico, a Belgian DIY chain, I designed an in-store application to educate and inspire customers about smart home products.
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Product & Design Strategy

A solid vision based on customer needs & business goals.

To make a product stand out from competitors, I start with creating and defining a compelling product vision. I develop strategies that align the team and business goals, making sure that the product meets customer needs effectively.

  • Product Vision & Strategy
    ‍    Define a clear vision and strategy for your products. I help you set long-term goals, create roadmaps, and align your product development with your business objectives.
  • User Research & Insights
    ‍    Make informed decisions with in-depth market and user insights. I conduct thorough research to uncover valuable information about market trends, user behaviors, and competitive landscapes, guiding your strategic direction.
  • Workshop Design & Facilitation
    ‍    I design and lead workshops that sharpen your product strategy and vision. Customized to your needs, my workshops focus on design, alignment, innovation, and ideation. From planning to facilitation, I create a collaborative environment that helps your team achieve great results.
... For Essent
I helped Essent with developing a vision on the future of energy apps. What role will they play in a rapidly changing environment?
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Innovation As a Service

On-demand creative solutions & fresh perspectives.

When a team needs regular creative input and an outside-in perspective, I offer a flexible alternative to project-based approaches. I work as an integrated part of a team to bring new ideas and turn them into practical solutions.

  • Innovation & Ideation
    ‍    Stay ahead with innovative ideas and creative solutions. I facilitate ideation sessions and design thinking workshops to help you generate breakthrough concepts that drive business success.
  • Managing & Growing teams
    I have extensive experience in managing and growing (multinational) design teams. I have implemented review processes and personal development plans, establishing a high standard for quality output.
  • Workshops & Training
    Equip your team with the skills to innovate and excel. I create and give workshops and training programs on topics like design thinking and digital strategy, providing hands-on learning experiences that drive growth and transformation.
... For E.oN Drive
For E.ON Drive, I worked on various design consultancy projects, including facilitating workshops to develop an overarching product vision, developing a design vision on the app and creating a customer-centric proposition for Smart Charging.
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Someone at Somewhere

Transform your business with design thinking, strategy, and innovation expertise. Let's talk and see what I can do for you.

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About me

I’m Martijn Hinfelaar, a Digital Design Director & Strategist based in Amsterdam, with over 20 years of experience in digital product design and strategy. For me, design is about solving real-world problems and creating impactful products that people love to use. I believe in the power of design to drive meaningful change and fuel innovation.
Solving is my independent design practice, where I turn ideas into thoughtful products and services.

If you’d like to catch up, talk about an opportunity, share ideas, or grab a coffee, let’s have a chat!

More about me
Download resume (pdf)
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