Daniëlle Duijst

Senior Product Manager | Research & Experimentation

I started in UX design and front-end development, grew into research, and found my home leading product and experimentation. That journey means I think in user needs, speak in hypotheses, and ship in sprints.

Over 7+ years I've conducted 160+ customer interviews, built research repositories from scratch, introduced company-wide UX benchmarks, delivered experiments generating 12% conversion uplift, and shipped a GenAI conversational assistant all while leading cross-functional teams across B2B SaaS, fintech, and high-traffic consumer platforms.

I'm at my best in ambiguous problem spaces where nobody has the answer yet. Based in Malta, open to remote.

Daniëlle Duijst

About

Hands-on operator who ships fast and measures real usage. Uses AI daily to accelerate prototyping and analysis. Experienced in leading cross-functional teams and driving user activation, engagement, and organic growth through workflow optimization and rapid A/B testing.

MSc in Information Studies (Human-Centered Multimedia) from University of Amsterdam. Published researcher (UX Collective). TNW T500 Talent Under 25 (2017, 2018). PSM I Certified.

2.5M+ Monthly Active Users
80+ User Interviews Conducted
60+ Research Activities Led
10+ Global Markets
~12% Conversion Uplift (Best Experiment)

Experience

Product Manager & UX Strategist

ClickOut Media • Aug 2024 – Present • Malta (Remote)
  • Designed, launched, and analyzed A/B and multivariate tests end-to-end across 6+ flagship sites and 3 verticals serving 2.5M MAU. Delivered 10+ experiments including one generating ~12% relative uplift in conversion.
  • Led 2 development teams across 10+ global markets, partnering with engineering, design, SEO, and editorial. Built custom GA4 dashboards to measure product success.
  • Used AI tools daily for rapid prototyping and experiment development. Shipped experiments within sprints using Figma, JS/CSS.

Strategic UX & Product Researcher

Covantis • Nov 2022 – Aug 2024 • Malta (Remote)
  • Led user research and product strategy for a B2B collaboration platform for complex shipping workflows. Conducted 80+ interviews across 7 markets and 6 user roles.
  • Owned onboarding strategy for multi-user workflows. Introduced UMUX-Lite as standardized satisfaction benchmark. Built research repositories tracking satisfaction trends.
  • Partnered with 3+ product teams ensuring research insights informed roadmap prioritization from discovery to delivery.

UX Researcher (Quant & Qual)

BLEXR • May 2020 – Nov 2022 • Malta (Hybrid)
  • Led 60+ research activities including interviews, usability tests, surveys, and behavioral analysis across B2C products.
  • Built a central research repository from scratch using Airtable, improving discoverability by 80%. Developed 6 data-driven personas.
  • Reduced recruitment lead time by 25% and scaled user panel from 0 to 100+ participants.

UX Designer, Researcher & Front-End Developer

ABN AMRO (via Navara, Capgemini) • Mar 2018 – Apr 2020 • Amsterdam
  • Led UX research and design for 3+ internal applications. Conducted usability testing with 30+ employees. Delivered 20+ responsive front-end components.
  • Facilitated 2 Design Thinking workshops with 10+ participants. Created 5+ high-fidelity prototypes.

Early Career & Foundations

Various • 2014 – 2018 • Netherlands
  • Roles at Capgemini, ETPA, Blue Harvest, Tipico, Bright Alley, Social Brothers, Utrecht University. Built foundation in UX research, analytics, product thinking, and engineering across finance, tech, media, and education.

Projects

ClickOut Media

High-Velocity Experimentation Programme

Owned the full experimentation cycle across 6 flagship sites serving 2.5M MAU — from hypothesis to analysis.

Designed, built, and analysed A/B and multivariate tests end-to-end across 3 verticals. Implemented custom JS/CSS experiments for exit popups and dynamic conversion flows. Delivered 10+ experiments including one generating a 12% relative uplift in clickout conversion.

A/B Testing CRO VWO JavaScript/CSS Multivariate Testing
ClickOut Media

A/B Testing Process & Governance Framework

Built the company-wide experimentation framework — playbooks, templates, guardrails, and PM training on VWO.

Created an end-to-end experiment process covering ideation, hypothesis framing, test setup, QA, monitoring, evaluation, and knowledge sharing. Established statistical rigor guardrails and test collision prevention. Trained Product Managers on VWO and promoted a shared test-and-learn culture across teams.

Experimentation Governance Process Design Playbooks Training
ClickOut Media

99Bitcoins Product Development

Led product development for 99Bitcoins, shipping interactive courses, data widgets, and a new shortcode system.

Shipped 3 major product releases (v1.5.6 → v1.6.3): interactive Learn Crypto courses with modules and quizzes, Coin Table V3 with custom CoinGecko categories, Bitcoin Hashrate & Gas Fee trackers, Bitcoin Dominance Pro, Fear & Greed indicator updates, and an automatic Deadcoins solution.

Product Management Crypto Data Platform WordPress
ClickOut Media

Cryptonews Discovery & Product Backlog

Managed the product discovery backlog for Cryptonews — prioritising ideas from stakeholders and running A/B tests.

Collected and prioritised ideas across landing page redesigns, live articles, interlinking widgets, email subscription flows, price trackers, sortable tables, and an Academy learning hub. Ran A/B tests on sortable tables and CTA variations. Proposed innovations including AI-Powered Sentiment Analysis and Crypto Glossary.

Product Discovery Backlog Management Innovation VWO
ClickOut Media

Data Aggregator — Crypto Vertical

Designed a centralised data layer replacing fragmented API calls across crypto sites — powering all data widgets at scale.

Shipped a shared Data Aggregator that now powers coin tables, price charts, Fear & Greed widgets, and more. Reduced API calls and rate limit risks, improved cache reuse, ensured consistent UX, and enabled fallback-ready multi-API support. Future-proofed data infrastructure for faster widget development.

Product Architecture API Strategy Data Infrastructure Multi-Site
ClickOut Media

GenAI Conversational Assistant for End Users

Led delivery of a GenAI conversational assistant for contextual content discovery and personalised offers.

Led delivery of a GenAI conversational assistant using N8N + LLM integration for contextual content discovery. Managed requirements and technical implementation with the Head of Automation, delivering a production-ready prototype with real-time data retrieval to surface personalised offers to end users.

GenAI N8N LLM Personalisation Product Delivery
ClickOut Media

Quant UX Research — Clickout Media

Owned end-to-end discovery for high-traffic SEO-driven platforms using mixed-methods research and post-launch validation.

Framed ambiguous stakeholder questions into testable research hypotheses and decision boundaries. Combined qualitative insights with GA4 behavioural data and session recordings to identify friction points. Used A/B testing and behavioural signals to validate insights post-launch and inform iteration.

Mixed Methods Behavioural Analytics Surveys Session Recordings
ClickOut Media

Data-Driven UX Dashboards

Built custom GA4 dashboards to measure product success, track behaviour, and surface optimisation opportunities across 6 platforms.

Built custom dashboards and reports in GA4 to measure product KPIs, track user behaviour, and guide cross-functional decisions. Combined qualitative insights with quantitative signals to identify friction points and prioritise optimisation opportunities across 6 flagship sites.

GA4 Looker Studio Product Analytics Dashboards
Covantis

Research Operations & Knowledge Base

Built a reusable research knowledge base and synthesised 100+ insights into 15 foundational themes using Opportunity Solution Trees.

Established a reusable research knowledge base to prevent repeated discovery, improve insight reuse, and ensure continuity between discovery, delivery, and validation. Synthesised qualitative findings into Opportunity Solution Trees, clustering 100+ insights into 15 foundational themes used to support build/adapt/kill decisions tied to OKRs.

Research Ops Opportunity Solution Trees Knowledge Reuse
Covantis

Gamification for B2B Products — Octalysis Framework

Presented the Octalysis gamification framework at an internal UX Jam, exploring how gamification principles apply to B2B products.

Delivered a knowledge-sharing presentation at an internal UX Jam session, introducing the Octalysis framework and exploring how gamification principles can be applied to complex B2B enterprise products to drive engagement and workflow adoption.

Gamification Octalysis Knowledge Sharing B2B SaaS
Covantis

UX Benchmark (UMUX-Lite) for Shareholders

Introduced UMUX-Lite as the company-wide UX benchmark, replacing inconsistent NPS and presenting results to shareholders.

Introduced UMUX-Lite as the standardised benchmark for customer satisfaction and perceived usefulness, replacing inconsistent NPS usage. Defined the framework, pitched it to stakeholders, drove company-wide adoption, and presented results to shareholders as the reporting standard for user satisfaction.

UMUX-Lite UX Benchmark Stakeholder Reporting Satisfaction Metrics
Covantis

Internal AI Research Assistant

Built an AI agent powered by OpenAI that lets anyone — PMs, developers, account managers — query research findings by client or topic.

Co-built an AI agent (OpenAI) as part of an innovation initiative that pulls from the research repository to answer natural language questions — e.g. "What are Agrotrade's biggest UX problems?" or "What is the most common pain point with our system?" Designed to make research accessible to developers, PMs, account managers, and commercial teams working with enterprise clients.

AI Agent OpenAI Research Democratisation Internal Tool
Covantis

Enterprise UX Research

Led 7 large-scale research initiatives across 7 global B2B markets, conducting 80 enterprise interviews to inform roadmap decisions.

Mapped end-to-end workflows for 6 distinct user groups (shippers, buyers, operators) across 7 markets. Conducted 80 in-depth interviews to surface workflow gaps, directly informing roadmap decisions including the CircleOut document resolution tool and OCR/AI scanning requirements for document automation. Reached 90% confidence in validated workflows.

Enterprise Research IDIs Multi-Market Workflow Mapping OCR/AI
BLEXR

Research Operations & Repository

Built a central research repository from scratch using Airtable, improving research accessibility by 80%.

Built and operationalised a central research repository from scratch using Airtable. Improved documentation, discoverability, and insight reuse across product, design, and delivery teams — achieving 80% improvement in research accessibility and significantly reducing duplicated discovery work.

Research Ops Airtable Insight Repository Process Design
BLEXR

Data-Driven User Personas

Developed 6 data-informed personas by triangulating qualitative insights with quantitative behavioural data.

Created 6 detailed personas by triangulating interview and usability test insights with quantitative behavioural data. Used for segmentation, targeted product decisions, and evidence-based prioritisation across product teams.

Personas Segmentation Mixed Methods Behavioural Data
BLEXR

UX Research Recruitment & Panel Building

Redesigned the UX research recruitment flow, reducing lead time by 25% and growing the user panel from 0 to 100.

Redesigned the research recruitment workflow to reduce lead time by 25%, enabling faster insight cycles. Built the user research panel from zero to 100 participants and growing, supporting ongoing usability testing, interviews, and experimentation across B2C products.

Research Ops Recruitment User Panel Process Optimisation
BLEXR

Hands-on UX Research

Led 60+ research activities — interviews, usability tests, surveys, and behavioural analysis — collecting 300+ unique feedback items.

Led 60+ research activities including interviews, usability tests, surveys, and behavioural analysis across B2C digital products. Conducted 100+ sessions and collected 300+ unique feedback items. Structured outputs to support hypothesis framing and ensure findings translated into testable ideas.

UX Research Usability Testing Interviews Surveys B2C
ABN AMRO

Piket App (On-Call App)

Led UX research and design for the Piket on-call scheduling app for ABN AMRO employees.

Led UX research and design for Piket, an internal on-call scheduling application for ABN AMRO employees. Conducted usability testing, created prototypes, and delivered components aligned with the corporate design system.

UX Research UX Design Internal Tools Agile
ABN AMRO

Warm Welkom App

Designed the Warm Welkom App for ABN AMRO bank branches — a full case study with interactive Figma prototype.

Led research and design for the Warm Welkom App, improving the welcome and onboarding experience at ABN AMRO bank branches. View case study →

UX Design UX Research Bank Branches Prototyping Figma
ABN AMRO

Sustainability App

Led UX research and design for ABN AMRO's internal Sustainability App — with interactive Figma prototype.

Led UX research and design for ABN AMRO's internal Sustainability App. Conducted concept and usability testing with 30+ employees, facilitated Design Thinking workshops, and created high-fidelity prototypes. View case study →

UX Research UX Design Sustainability Internal Tools Figma
Publication

UX of Chatbot Personalisation

Published article on UX Collective exploring how personalisation affects chatbot user experience.

Published research article on UX Collective (2020) based on MSc research at the University of Amsterdam. Explores how personalisation affects the user experience of chatbots — demonstrating expertise in conversational UX, research methodology, and thought leadership. Read article →

Publication UX Collective Chatbots Personalisation MSc Research
Blue Harvest

Scaleup Qualification MVP

Identified 10 UX improvements for a fintech MVP that helped startups qualify for Scaleup Certification.

Identified 10 UX improvement opportunities for a fintech MVP at Blue Harvest (via Capgemini) designed to intake startups for Scaleup Certification. Collaborated with an international team of 5 across 2 time zones. Built 10 reusable Angular components through self-study.

UX Development Fintech MVP Angular Capgemini

Skills & Tools

Growth & Experimentation

A/B Testing Multivariate Testing CRO High-Velocity Experimentation Hypothesis-Driven Development Growth Roadmaps

Product Analytics

Behavioral Analytics Cohort Analysis GA4 GTM Looker Studio Hotjar Funnel Optimization Journey Mapping

Product Strategy

User Activation & Growth Cross-Functional Leadership Agile Product Ownership (PSM I) Evidence-Based Decision-Making AI-Accelerated Prototyping

Tools

VWO Optimizely GA4 GTM Looker Studio Hotjar Jira Confluence Figma Airtable

Education & Certifications

Education

MSc Information Studies
Human-Centered Multimedia
University of Amsterdam
2016–2017
Minor Digital Design & Psychology
University of Malta
2014–2015
BSc Information Studies
Utrecht University
2012–2016

Certifications

Professional Scrum Master I (Scrum.org)
Opportunity Mapping (Product Talk)
User Research Methods (IDF)
UX Management: Strategy & Tactics (IDF)
Fundamentals of Digital Marketing (Google)

Awards & Publications

TNW T500 Talent Under 25
Recognized in 2017 and 2018 by The Next Web for outstanding achievements in technology and innovation.
"What is the effect of personalisation on the UX of chatbots?"
Published on UX Collective, 2020 — 36,000+ reads on ResearchGate. Read article →

Let's Connect

Let's talk about your next experiment.

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