Jeroen de Ruijter is Service Designer at NS, the Dutch Railways, where for the past three years, he has been focusing on enhancing the customer journey for both consumer and business clients. In addition to his role at NS, he serves as the guild master of the Human-Centred Design guild, where he drives the professionalisation of the UX and Service Design community.
Jeroen is passionate about solving problems and developing new products or services based on consumer insights. His curiosity, creativity and critical thinking allow him to come up with bold ideas that strive for aesthetics and simplicity. He finds joy in making the complex clear and the clear compelling.
Prior to joining NS, Jeroen ran his own innovation consultancy for seven years. During this time, he provided training in creative problem-solving, lateral thinking, and behavioural design, and guided organisations through change processes.
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