When we design for everyone, we actually design for no one. This is the story of a team with the ambition to create a product that benefits all users and their journey to revolutionizing how products at the company are built––from three unique perspectives: a Product Manager, Product Designer and UX Researcher. By exposing the rich diversity among a group of users, a cross-disciplinary team untangled an assumption that was preventing users with diverse needs from being able to achieve their goals. Peek behind the curtains to see the in-depth process of encouraging mixed methods research and iterative design to mingle with the diverse needs of users.

Katarina is VP of User Experience at Adyen, an Amsterdam-based fin-tech platform that provides end-to-end payments capabilities, insights and financial products in a single global solution. The UX teams at Adyen include UX Research, Writing, Product Design, and Analytics. Her background is in UX Research so she’s obsessed with basing business decisions on reliable user needs. She cut her teeth in lean user research at startups in San Francisco, where she had to prove the impact of research early and often. She then developed a passion for making research efficient and relevant for multinational corporations across a plethora of industries at consultancies such as Accenture Interactive in Amsterdam. Katarina loves spreading the power of user research by guest lecturing at local innovation university courses or writing for publications like Method in Madness. She is always on the lookout for curious UX-ers to join the growing teams at Adyen or simply nerd out about applying research to business decisions. You can find her biking around Amsterdam with her pup, Mousey, in her bike basket.

Daniel is a product manager simplifying the complex world of payments at Adyen. Before joining Adyen he worked on the most visited screens of the Klarna app, and was on a mission to create the iTunes/Spotify of journalism at Blendle. Outside of work you can find him running through Amsterdam, trying to beat his best 10k splits, or jamming with some musical friends on a weekly basis.

Coen is a Principal Designer at Adyen, previously freelancing for multiple A brands, and worked for various different companies ranging from startups, agency. He’s passionate about simplifying complex processes and making them super easy to understand for users in highly crafted experiences. Loves diving into complexity and simplifying the hell out of it. In his free time he loves photography, fitness/sports and eating broccoli.