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Turning ideas into impactful products and services.
By design.

I help organisations find direction, shape product vision, and build the teams to make it real.

Find out how

Let's talk about how design can bring your ideas to life, grow your business, and delight your customers.

Let's get in touch

What I do

Design thinking & doing

From first idea to finished product.

A great idea needs to be seen to be believed. I turn concepts into tangible designs: things you can look at, click through, test, and present. From early sketches to finished products, I cover the full design process and make sure the result works well and looks good.

  • Digital Product Design

    From concept to finished product. I manage the full design process, making sure the result works well and looks good.

  • Ideas Made Visible

    I make new ideas visible and tangible, so they can be discussed, tested, and presented to stakeholders.

  • Brand Identity & Art Direction

    I help you define a clear visual style and brand voice, built for digital and consistent across every touchpoint.

Product Vision & Strategy

Knowing what to build, for whom, and why

Before you design anything, you need to know what you are designing and why. I help organisations find that clarity by asking the right questions, understanding what customers actually need, and translating that into a vision and direction the whole team can get behind.

  • Product Vision & Roadmapping

    I help you define where your product is going and why, translating ambitions into a clear direction and a realistic plan.

  • User Research & Insights

    I uncover what your customers actually need, combining research methods to inform decisions at every stage.

  • Workshop Design & Facilitation

    I design and run workshops that get teams aligned, sharpen direction, and turn conversation into action.

Building Design Capacity

Growing design from the inside

Good design does not happen by accident. I help organisations build the conditions for it: the right team, the right processes, and a shared understanding of what good looks like. Whether that means setting up a design practice, growing a team, or getting people aligned around a shared vision, I bring the experience to make it stick.

  • Building & leading design teams

    I help organisations grow their design function, from hiring the right people to setting standards and building a culture of quality.

  • Design Systems & Ways of Working

    I set up the processes, tools, and structures that help design teams work consistently and at scale.

  • Coaching & Training

    I share what I know. Through workshops and hands-on guidance I help teams develop the skills to do great design themselves.

About Me

I'm Martijn Hinfelaar, a design director based in Amsterdam. I help organisations turn complex ideas into well-designed products that people actually want to use. I stay close to the work, think like a designer, and help teams move forward with confidence.

Solving is my independent design practice. If you'd like to talk about an opportunity, share ideas, or grab a coffee, let's have a chat.

How I think and work Read more