I'm Holly Lincoln, a Lead Experience Designer based in Amsterdam. My work sits where product strategy, commercial growth, and systems thinking overlap. I'm most useful when the problem is still being shaped and the right approach isn't obvious yet.
I've spent the past decade working across management consulting, agency strategy, and in-house product design, across a range of industries (e-commerce, travel, fintec & education, just to name a few). Each context added a different lens: commercial rigour, cross-channel orchestration, product-led thinking, and organisational influence at scale. I work across strategy and delivery, and I care about both.
The most common design failure I see is solving the wrong problem well. I move toward ambiguity rather than away from it; using structured thinking, the right questions, and stakeholder alignment to find the shape of a problem before committing to a direction.
Commercial clarity is a design skill. I treat business outcomes as a design constraint, not an afterthought, and I communicate with stakeholders in terms of value, not just features. The question I keep returning to: what does this need to do in the world?
I try to create outputs that are reusable, teachable, and durable. Standards that teams can apply independently, frameworks that survive my absence, and patterns that scale. A solution that only works once isn't finished.
Some of the most useful design work isn't interface design, it's helping a product team and an engineering team agree on scope, or translating a growth insight into a testable experience hypothesis. I've always worked at the intersection of disciplines, and I think that's where the real leverage is.
Lead Experience Designer
AmsterdamLeading cross-team experience and enablement initiatives across product, marketing, and internal teams at a global sports retailer.
Experience Strategy & Design Lead
AmsterdamOwned end-to-end experience across product, marketing, and retail for a scaling Dutch fintech brand. From 0→1 app launches to omnichannel campaigns.
UX Designer
AmsterdamWorked across design language development and new product design for one of the world's largest travel platforms Systems at scale and 0→1 US initiatives.
Senior Experience Strategy Consultant
SydneyDelivered CRO, personalisation, and experience strategy for enterprise clients across education, finance, and government. Generating $84M+ in incremental revenue.
Holly combines strong delivery with sharp thinking and positive energy. She's the kind of project lead you want to work with again and again.
Holly brings creativity, focus, and a strong sense of outcome to every project. She was instrumental in helping grow the design team at Accordant from scratch.
Holly sets a high bar for herself and the people around her. Her ability to navigate complex problems with grace and creativity has been a constant source of inspiration.
Outside work, I'm usually following wind and water, making something tactile, or finding a better perspective through a lens.
Surfing
Indonesia
Skateboarding
Costa Rica
Textured art
Amsterdam
Drone photography
Nicaragua
I'm interested in senior and lead-level roles where product design, growth strategy, and systems thinking are genuinely connected. Whether in-house or in a senior consulting capacity. Amsterdam-based, I'm available for the right opportunity.