Dennis van Lith · UX Professional, HAX & AI Specialist
Hello, I'm Dennis
I include
clarity
within complex
problems
With over 25 years of experience spanning UX design, product design, and lately within HAX (Human AI eXperience). In this profession I tackle complex design challenges with a practitioner's rigorous practice, including those emerging at the intersection of human behaviour and AI.
I strive for clear, trustworthy and intuitive designs and processes
What I can do for you.
The brief overview of UX processes, Design decisions, Integrating UX in the AI maturity.
UX & Product Design
Turning ambiguous problems into clear, structured interfaces. I work across the full product lifecycle, from early discovery to polished interactions, always optimizing for the people who'll actually use the thing.
HAX Design
HAX (Human AI eXperience), puts people at the centre of AI-driven interactions. As AI becomes embedded in everyday products and knowledge, HAX Design bridges the gap between what AI can do and what people actually need, creating interactions that feel intuitive, trustworthy, and genuinely useful.
AI-Specialist (UX)
AI is reshaping how products behave, respond, and adapt. But without a human experience lens, it quickly becomes a solution in search of a problem. As a HAX Designer, I work at the intersection of AI capability and human needs, ensuring the technology serves the person, not the other way around.
UX Principal & Leader
Twenty-five years in UX taught me that good decisions need user evidence behind them. My mission is to lead teams that hold that standard, honest, unbiased, and willing to push back.
Ethical & Inclusive Approach
Designing trustworthy is no longer optional. With the EAA coming into force and the EU AI Act setting new boundaries for responsible AI, the bar has been raised.
Product Management
I approach product management with a sharp focus on outcomes over output, defining what to build, why it matters, and how to measure whether it worked.
Work Experience
A complete overview of selected projects spanning e-commerce, health tech, education, SaaS, and design systems.
LexisNexis Risk →
I lead UX strategy across Fiscal tech & Fintech products, mentoring designers at all levels while aligning product and design leadership around clear experience goals. By establishing a UX research practice and streamlining design processes, I helped reduce handoff time and informed several strategic decisions along the way.
LexisNexis Intellectual Property →
I led UX design across international teams in the Netherlands and Germany, working within the intellectual property domain. Partnering with product and design leadership, I drove initiatives to improve usability and streamline experience. I also rebuilt a scalable design system that was adopted across several product lines.
SuperShift →
I delivered end-to-end design across web, cloud, and application platforms for B2B, B2E, and B2C clients. Working closely with product management, I aligned user needs with business goals and technical constraints, while mentoring junior designers and guiding development teams through implementation.
iWelcome →
I redesigned GDPR-compliant identity and access management interactions for Europe's leading IDaaS platform, covering B2E, B2C, B2B, and CIAM use cases. Through user research and interaction design, I delivered secure experiences and implemented emerging technologies, including biometric authentication, FIDO2/WebAuthn passwordless login, and adaptive access controls.
Coosto →
At Coosto, I led end-to-end mobile UX design for a social media analytics and web care platform. Through user testing, wireframing, and structural design, I validated experiences and developed detailed scenarios and storyboards to align the product with user needs and keep the development team on track.
Unilever R&D →
Brought in to reorganise a sprawling Microsoft SharePoint environment, I restructured several sharepoint sites of scientific and work data that had become nearly inaccessible due to years of unmanaged growth. I redesigned the information architecture, refreshed the look and feel.
Beyond the scope of UX & Design
Twenty-five years in design teaches you things no course can. That experience shapes how I mentor those starting out, and how I challenge those ready to push the field further.
etyx (initial startup)
As one of the co-founders of etyx, we etyx, strive for an ethical AI. The knowledge within etyx revolves around helping companies understand the ethical implications in the AI in development and design.
AI Literacy
Giving AI Literacy & prompting sessions for our local community. To broaden the knowledge in our local village. There's no better way to give to others, by giving them skills for life.
Articles & Thoughts
I love to engage with other UX professionals on LinkedIn. (opens my personal Linkedin Articles in new tab) Writing about UX & trustworthy AI overall. Whether it's the industry itself, new technologies or just to create some awareness.
Common Understanding
In company skill sharing on a wide range of subjects. Sharing the knowledge is for the greater good in my opinion. It creates a common understanding and awareness about impact, outcome or influence.
What people say about me
It was a delight to work with Dennis in our software project. He always listened to our needs, could understand the key points rapidly, and provided professional and creative solutions. I was impressed by his open mind to embrace every idea and his ability to integrate initial concepts into working implementations. No doubt it's enjoyable to cooperate with someone who is so dedicated, cheering, and jubilant outcome bringing.
Dennis was one of the lead UX people that worked on creating a web application. He is very communicative, has a lot of ideas and very professional in general. He always has the customer in mind, and with his thorough understanding of UX principles, is able to create great designs/workflows. He joined the customer discovery team that worked according to the SVPG principles, and as such we made great progress and improvements to our products. I enjoyed working with Dennis very much, both on a personal and professional level, and hope I will work with him in the future.
Dennis is a fantastic designer, UI/UX expert and colleague to work with. Open minded and always interested in exploring new technologies and practices. I have also found Dennis to be very autodidactic and going one step further than required to acquire new knowledge and apply it to his work. He is also fun to work with, helping to make the environment friendly and also professionally focused. An incredibly valuable quality in a team!
Dennis is very knowledgeable in his field and very quick in giving help to others. His dedication and commitment makes a real pleasure working with him.
Beyond the
portfolio
I've always been curious about how things work, and quietly compelled to fix them when they don't. Whether it's a product, a process, a team, or a piece of technology, that same instinct applies. It's most likely what drew me into UX, and what still keeps me genuinely invested in solving problems for people.
Away from the screen, I recharge through photography, and I'll admit I spend a fair amount of time probing the limits of AI. Some people relax with cooking. I refactor tokens.
What I stand for
The principles I keep coming back to, the ones that shape how I work, think, design, and collaborate.
Evidence over opinion
Gut feel has its place, but it should be challenged regularly. Design decisions must be traceable back to real user behaviour, not the HiPPO in the room.
Advocate for the user
Especially when it is uncomfortable. That means pushing back on business decisions that harm usability, not just nodding along in the stakeholder meeting.
Context shapes everything
A pattern that works brilliantly in one product can be catastrophic in another. Experience teaches you to question inherited solutions rather than copy-paste them.
Accessibility and Trustworthiness
When either is absent, you have built something that excludes, harms, or manipulates, regardless of how polished it looks or how well it converts.
Optimizing Processes
The best design work means nothing if you can't explain the why. Clarity in conversation matters as much as clarity on screen.
Less is more
Strip away the unnecessary until only what matters remains, the Japanese essence of 'Ma' 間.
The right match matters
Impact over output
I measure success by what changed, not what shipped. If your team celebrates delivery without asking what it delivered, we are probably not the right fit.
Continuous collaboration
I do my best work alongside engineers and product, not after them. If your process ends with a handoff, mine is just getting started.
Design maturity
I have spent twenty years earning a point of view. I am looking for organisations where that point of view influences decisions, not just deliverables.
Complex problem spaces
The harder the problem, the more rigorous the design thinking needs to be. Healthcare, enterprise, education. I am not looking for easy. I am looking for consequential.
Room to grow
I am not done learning. If your team has settled into a comfortable process and stopped questioning it, I will be the one asking uncomfortable questions.
Human-first culture
Empathy that stops at the product boundary is not empathy, it is a feature. I work best in teams where trust and transparency are practised, not just stated in a values deck.
Let's connect
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