Ruben Kos

Problem solver.

Solving complex problems in modern and intuitive ways, is what I do on a daily basis. I challenge the status quo to make sure that the business will get the desired outcome, while giving the end-user a pleasant experience.

  • User-centered

    Who will be the user of the finished product?

  • Time responsible

    When do we want to release this?

  • Awareness

    How will the audience engage with the design?

  • Business oriented

    What can I learn from the current landscape?

  • Responsiveness

    When and how will the audience be interacting?

  • Solution driven

    How will design help solve this problem?

These are some questions that should be answered with any design project. Some can be answered at the start of a project and others might require more research to make sure we are not relying on biased assumptions. This can be done by utilizing a design process that is tailored to the problem it is trying to solve.

My approach.

Result oriented

At all times the focus is on a desired outcome. Being used to working in an Agile environment, I am able to stay competitive in today’s world. As a Designer I can move quickly and intelligently with the mindset that we are always shipping and testing. Not only do I keep the needs of our users in mind, I also enjoy working towards achieving business goals.

Quality standards

Being a specialist in Visual Design, I always set high quality standards for myself and the work I deliver. Not just making sure that everything is pixel perfect, but considering the whole end-to-end experience that is being offered. I am always busy thinking about how I can push other team members, as well as myself, to ensure the highest quality possible. Is the current product comparable to the best experiences of products that are out there? If this is not the case, let's see how we can get there (taking into account the restrictions we have to work with)!

Strategic thinking

As a Design Lead I have been able to prove myself on strategic projects. Working on products with a large user base, making improvements to sales funnels that attract millions of users, or defining a new brand, does not scare me. It is a great privilege to lead initiatives like these and to be able to prove how important design can be for companies and their audiences these days.

Tactical work

Being used to working in fast-paced advertising environments, I am able to answer quickly to any demand. A long time ago I accepted that you cannot be working on award winning projects all the time, and sometimes you just need to do what needs to be done. To me this should however, never impact the quality of the work and is part of what defines a designer.


Throughout the last few years, I have worked for many big international brands, and have become very familiar with working with existing Design Systems and Brand Guidelines. However, sometimes a project requires a more tailored approach. A Design System, for example, can only cover so much, which sometimes requires me to go beyond what is offered to get to the best solution of a problem. I am able to maneuver within teams and processes to get real tailored work done, and am aware of the value it can add in certain cases.

Design Thinking.

  • Discover

  • Allignment

  • Design

  • Results

  • Repeat

My expertise.

For most projects I have worked on, I had to wear many different hats. This has made me into a real T-shaped Designer with specialized knowledge in certain areas. The areas highlighted below are continuously changing and so am I.

    Visual design

  • Brand Experience
  • Conceptual Storytelling
  • Design Direction
  • Design Systems
  • Extensive tool knowledge

    User experience

  • Cross-platform
  • Design Research
  • Interaction Design
  • Motion Design
  • User Journeys


  • Agile Methodology
  • Cross-functional Collaboration
  • Design Thinking
  • Rapid Prototyping
  • Improve Processes


  • Complex Problem Solving
  • Data Analysis
  • Product Strategy
  • Stakeholder Management
  • Client Presentations