Frame the problem before designing the solution
I move toward ambiguity rather than away from it, using structured thinking and stakeholder alignment to find the shape of a problem before committing to a direction.
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About
Designing at the intersection of product, growth, and systems.
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: e-commerce, travel, fintech, and education. Each context added a lens: commercial rigour, cross-channel orchestration, product-led thinking, and organisational influence at scale.
How I work
A point of view, not just a process.
Design for outcomes, not just outputs
Commercial clarity is a design skill. I treat business outcomes as a design constraint. The question I keep returning to: what does this need to do in the world?
Build systems, not just features
Standards teams can apply independently, frameworks that survive my absence, patterns that scale. A solution that only works once isn't finished.
Work across the seams between teams
Some of the most useful work isn't interface design: it's helping teams agree on scope, or translating a growth insight into a testable hypothesis.
Selected experience
View full CV ↓
Where the work has happened.
Lead Experience Designer
AmsterdamLeading cross-team experience and enablement initiatives across product, marketing, and internal teams at a global sports retailer.
Cross-functional alignment
Design enablement
AI × Design
Mentoring
Experience quality
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.
0→1 product design
Fintech UX
Omnichannel campaigns
Onboarding design
Pay In-Store launch
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.
Design language systems
100+ designer audience
US product launch
Workshop facilitation
Prototyping
Senior Experience Strategy Consultant
SydneyDelivered CRO, personalisation, and experience strategy for enterprise clients across education, finance, and government, generating $84M+ in incremental revenue.
CRO & experimentation
Personalisation
$84M+ incremental revenue
Team building
Enterprise strategy
Capabilities & toolkit
How I operate.
Strategy & Systems
Journey & service design
Design systems
Facilitation
Enablement
I help organisations find the shape of a problem, build alignment across teams, and create durable outputs that improve decision-making long after the project ends.
Figma · FigJam · Miro · Notion
Product & Experience
UI / UX design
0→1 product
IA
Prototyping
I design end-to-end experiences with a product-led mindset, comfortable moving between strategic framing, interaction detail, and the systems underneath both.
Figma · Framer · V0 · Claude
Growth & Optimisation
CRO & A/B testing
Personalisation
Lifecycle & CRM
Behavioural design
I bring an experimenter's mindset to product and marketing, running structured programmes and connecting CRM strategy with onsite experience to drive commercial outcomes.
Adobe Target · Optimizely · GA4
Testimonials
What colleagues say.
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 is a constant source of inspiration.
Outside of work
The things that keep me observant.
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