Align your product with your customers’ goals
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Let me help
My name is Demmy Onink, I’m a freelance product designer from Amsterdam. I use behavioural science to design products that help people meet their goals and improve their lives. Recently, I’ve helped people choose the right car, make better financial decisions, and properly dispose of their garbage. Are you looking to align your product with your customers' goals? Let me help you make it work.
BEHAVIOURAL DESIGN
I can help you nail your product-market-fit
By focusing on your customers’ goals and using behaviour psychology to help them achieve those goals, we ensure that your product adds real value to their lives.
UX DESIGN
I can help you maximise your product's value
By designing a user experience that makes it fast and easy to use, so people will want to keep using your product and help grow your business.
FACILITATION
I can help you fast forward big ideas
By facilitating design sprints, I can bring your stakeholders onto the same page to create and test new ideas so you'll know how to proceed with confidence.
USER RESEARCH
I can help you prioritise the next features to work on
By carrying out user research and focusing on your users’ main barriers, we ensure that every feature you develop truly adds value for your customers.
PROTOTYPING
I can help you minimise the risk of failure
By creating and testing realistic prototypes that help avoid the biggest pitfalls before going into production, saving valuable time and resources.
Featured Work
These case studies highlight how I turn customer insights into solutions that make a real impact, achieving both customer and business goals.
About me
Accidental hipster
I live and work in the Amsterdam Oud-West. In the same square mile, where I was born and raised. I've seen this area change from an outworn neighbourhood everyone tried to flee, to a popular place everyone wants to live. A place where bearded vegans with yoga mats, replaced the anarchists and small-time crooks. I don't resist it anymore. I wear a flat cap, drink oat milk latte and work in tech. I am an accidental hipster with the appearance of a retired hooligan, much like this neighborhood.
Family Guy
I’m married and a proud dad of three amazing kids, two of whom are adults now. I love learning new things, meeting new people, and exploring new places. But what really fascinates me is watching my kids piece together the puzzle of life, asking questions that never even crossed my mind.
I’ve Got Issues
I think my fascination with behavioural psychology is really just me trying to figure out my own irrational behaviour. Like when I go to a discount grocery store to save money and somehow come back with something completely random—like a glow-in-the-dark toilet seat. It’s like my brain loves the irony. Sure, it can be frustrating, but these little quirks are also what make my work endlessly interesting. Exploring what drives human behaviour never bores.
Colleague Feedback
Demmy is very skilled at combining conceptual thinking with practical action. He engages users and knows how to translate their needs into concrete solutions, even when dealing with complex problems.
Hans Maessen - Vice President Business marketing - Robeco / Evi van Lanschot
No one integrates more psychological intelligence into his interfaces. We also hire Demmy whenever we have challenging Behavioural Design Sprints.
Tom De Bruyne - Founder SUE & The Alchemists - SUE Behavioural Design Academy
Robin Biesheuvel - Executive Director Marketing - Robeco / Evi van Lanschot
If you are looking for that person that encompasses it all: product development, UX design, behavioural design skills, a great sense of aesthetics, know-how of design sprints combined with an everlasting calm and a great sense of humour, you found him.
Astrid Groenewegen - Author of ‘The Art of Designing Behaviour’ - SUE Behavioural Design Academy
Demmy mentored our product designers, guiding us through the design process, strategy, stakeholder management and more. His mentorship is invaluable in helping us develop a deeper understanding of how to approach these challenges.
Nejat Özalp - Product Design Lead - iChoosr
Thanks to Demmy's thorough customer research and subsequent UX designs, we were able to navigate our customers through this significant change with minimal friction. His experience in behavioural design was an enormous asset, as it allowed us to better understand customer behaviour and respond with effective and intuitive designs.
Bob Keizer - Product owner - Robeco / Evi van Lanschot
Demmy found his way in the organisation quickly and worked closely with colleagues from different backgrounds. Uniting customer and company demands into a clear product vision, which is a challenge in the highly regulated financial industry.
Jens Steenhuis - Digital Marketing - Van Lanschot Kempen
He not only designed the customer journeys for our future system with great precision, but also helped our design team take a significant step forward, serving as a pillar of knowledge, trust, and calm throughout the process.
Claire Van Erck - Head of growth - iChoosr