Senior UX designer. Mostly SaaS. Always shipping.
I'm Roelof Otten, a senior UX designer based in the Netherlands. I've spent the last decade designing the unglamorous parts of software - the form on screen 4 of step 7, the dashboard that runs an entire department, the email that nudges a trial user back. The work where good UX is the difference between a tool people tolerate and a tool people trust.
Most of my recent work happens in SaaS, with a hard focus on product-led growth: onboarding, activation, the second-week funnel. The other half is in heavier-duty workflow apps - government, fintech, anything where a real person has to get a real job done. Those projects sharpen everything I do in SaaS: less polish, more decisions.
For the past three years I ran my own practice, saasmeister. - one-person SaaS advisory for founders and product teams. Most of the cases on this site come from that period.
As of July 2026 I'm a senior UX designer at Arcady, where I focus on SaaS products and complex applications.