Paul Middelkoop

Hi there

As a designer, I help develop user-friendly and effective products and services. Based on Design Thinking, I facilitate workshops, map customer journeys, and design concepts to quickly validate the riskiest assumptions. I also design flows, interaction patterns, and interfaces so that MVPs succeed on their merit — not fail due to execution.

Experience

Port of Rotterdam

Routescanner

2022 – Present

Google Maps for Global Container Shipping

Initiated and facilitated user journey mapping sessions to improve onboarding.
Redesigned the main search and results interface for better usability, responsiveness, and accessibility.
Led brand update.
Conducted user interviews to refine interaction patterns.
Used PostHog for quantitative analysis and opportunity spotting.

Port Alert

2022 – 2024

Alerting system for Truckers & Terminals

Introduced the Riskiest-Assumptions method as a working model within the team.
Monthly roadmap and design updates presented to stakeholders.
Designed 1) native app for drivers with map functionality, 2) desktop dashboard for transporters, and 3) alert tool for port terminals.
Ran interview rounds with drivers, terminals, and planners leading to major roadmap improvements.

Lab / Innovation / Incubation Teams

2022 – 2024

Contributed to various projects, amongst which:

Bridge Height — Facilitated problem analysis and quick wins for inland shipping efficiency.
GeoFluxus — Introduced a Start-Up on Circular Waste, and facilitated identifying the targets and users for the pilot.
PLATO — UX advice to make a data science tool (rShiny) for dredging operations accessible.
Innovation Radar — Interface design for innovation mapping tool.

Clockwork / Ordina

Design Guild

2019–2022

User research, interface & service design for various projects:

National Police, Nuffic, Rabobank, KWF, ACM, NOC*NSF, Bindinc, Intermaris, HZCP, Cloudsense, VodafoneZiggo, Schuurman Schoenen.