Hello! I’m Alex Starr.
I’m a Senior Product Designer with over a decade of experience helping organisations turn complex customer and business challenges into products that deliver lasting value for both users and the business.
I use customer research, analytics and experimentation to challenge assumptions, align teams around a shared direction and translate complexity into intuitive, scalable products.
Case studies
ANWB My Account
How I created a shared direction for an account experience used across ANWB’s three main apps, aligning Product, Design and Engineering around a product area that had been difficult to change.
Client: ANWB
Contribution: Product direction, cross-team alignment, customer research, product design.
ANWB Eropuit App
How I helped the team turn customer feedback and product data into a continuous improvement loop for a mature route-planning and discovery app.
Client: ANWB
Contribution: Product discovery, product prioritisation, data-informed iteration, product design.
LeasePlan Partner Portal
How I turned complex partner roles, permissions and operational processes into a scalable self-service platform designed for more than 30 markets.
Client: LeasePlan Digital
Contribution
Product discovery, complex workflows, roles & permissions, scalable product design.
FedEx
Recipient Experience
How I introduced customer evidence into product decisions, helping shift a global organisation from prioritising delivery speed alone towards balancing speed with the quality of the recipient experience.
Client: FedEx
Contribution: Product quality, customer validation, cross-team alignment, product design.
ANWB Design System
How I helped translate ANWB’s evolving new brand into a digital design system and brought my product team behind the complete redesign of its app.
Client: ANWB
Contribution: Design system, design tokens, component libraries, brand translation, product adoption.
TNT Design Language
How I turned fragmentation across TNT’s web, mobile and desktop products into a shared design language used by designers and developers across the organisation.
Client: TNT
Contributions: Design system direction, system rationalisation, design tooling, cross-team adoption.
Brands and agencies I’ve worked with
