Join a newly founded startup to develop tools that make websites more usable — by making user testing simpler, faster, and more insightful for teams with limited UX budgets.

As co-founder, I helped shape the strategy, pitch, and product development roadmap from scratch:

• Developed two core tools:
  • An interactive pattern library to speed up and inspire better UX design
  • A remote usability testing tool with real users and measurable outcomes
• Guided the go-to-market positioning, early UX design, and tech strategy
• Took part in investment rounds, pitches, and demo days
• Set up feedback loops with beta users and incorporated lean testing practices

Developed two functional tools ready for market testing

• Raised €265K in funding from early investors
• Secured an additional €90K in IWT innovation funding
• Ran multiple investor pitches and expanded the business network
• Exited via acquisition by the Cronos Group… UserPlus continued under the name Humix, and still flourishes

But not without its lessons:

• We struggled to gain traction in a narrow market
• Made a few classic startup mistakes (ask me about the boterham met choco rule)
• And learned firsthand how to balance ambition with user reality

Building a product is one thing. Learning what makes it stick? That’s where the real growth happens.