01 2024
Northwind Pay
A checkout rebuilt around one question: what stops people at the last step.
Result
Iris Vale
Iris Vale
Product manager
BerlinIris Vale
Open to work · from January
Iris Vale Product manager.
Nine years turning fuzzy problems into products people keep. Led four launches at Northwind and Relay, now looking for the next team.
Highlight
BerlinIris Vale
Open to work · from January
Iris Vale Product manager.
Nine years turning fuzzy problems into products people keep. Led four launches at Northwind and Relay, now looking for the next team.
Highlight
BerlinIris Vale
Open to work · from January
Iris Vale Product manager.
Nine years turning fuzzy problems into products people keep. Led four launches at Northwind and Relay, now looking for the next team.
Highlight
Northwind+31 % conversionRelay
800K installsKindly
−52 % time to orderStudio Mast
3 products, 1 systemFreelance
14 studies
+31 % conversionRelay800K installsKindly−52 % time to orderStudio Mast3 products, 1 systemFreelance14 studiesNorthwind+31 % conversionRelay800K installsKindly−52 % time to orderStudio Mast3 products, 1 systemFreelance14 studies
+31 % conversionRelay800K installsKindly−52 % time to orderStudio Mast3 products, 1 systemFreelance14 studiesNorthwind+31 % conversionRelay800K installsKindly−52 % time to orderStudio Mast3 products, 1 systemFreelance14 studies
+31 % conversionRelay800K installsKindly−52 % time to orderStudio Mast3 products, 1 systemFreelance14 studiesSelected projects
Work that shipped, with the number it moved.
Work that shipped, with the number it moved.Four years of launches, one card each. The number on the card is the one the team was paid for.
02 2021
Relay app
From a prototype to 800K installs in eighteen months, one weekly release at a time.
Result800K installs
MobileGrowth
See the project03 2018
Kindly search
Search ranking rebuilt with the data team; time to first order cut by half.
Result−52 % time to order
SearchDiscovery
See the project04 2020
Relay experiments
The first experimentation program: a test a week, then forty a quarter.
Result40 tests a quarter
ExperimentationProcess
See the project
05 2016
Mast design system
One component library for three client products, with the pricing pages first.
Result3 products, 1 system
DesignSystems
See the project06 2015
Onboarding research
Fourteen studies for nine startups, one playbook that still gets forwarded.
Result14 studies
ResearchStartups
See the projectSelected projects
Work that shipped, with the number it moved.
Work that shipped, with the number it moved.Four years of launches, one card each. The number on the card is the one the team was paid for.
01 2024
Northwind Pay
A checkout rebuilt around one question: what stops people at the last step.
Result+31 % conversion
PaymentsCheckoutB2C
See the project02 2021
Relay app
From a prototype to 800K installs in eighteen months, one weekly release at a time.
Result800K installs
MobileGrowth
See the project03 2018
Kindly search
Search ranking rebuilt with the data team; time to first order cut by half.
Result−52 % time to order
SearchDiscovery
See the project04 2020
Relay experiments
The first experimentation program: a test a week, then forty a quarter.
Result40 tests a quarter
ExperimentationProcess
See the project05 2016
Mast design system
One component library for three client products, with the pricing pages first.
Result3 products, 1 system
DesignSystems
See the project06 2015
Onboarding research
Fourteen studies for nine startups, one playbook that still gets forwarded.
Result14 studies
ResearchStartups
See the projectSelected projects
Work that shipped, with the number it moved.
Work that shipped, with the number it moved.Four years of launches, one card each. The number on the card is the one the team was paid for.
01 2024
Northwind Pay
A checkout rebuilt around one question: what stops people at the last step.
Result+31 % conversion
PaymentsCheckoutB2C
See the project02 2021
Relay app
From a prototype to 800K installs in eighteen months, one weekly release at a time.
Result800K installs
MobileGrowth
See the project03 2018
Kindly search
Search ranking rebuilt with the data team; time to first order cut by half.
Result−52 % time to order
SearchDiscovery
See the project04 2020
Relay experiments
The first experimentation program: a test a week, then forty a quarter.
Result40 tests a quarter
ExperimentationProcess
See the project05 2016
Mast design system
One component library for three client products, with the pricing pages first.
Result3 products, 1 system
DesignSystems
See the project06 2015
Onboarding research
Fourteen studies for nine startups, one playbook that still gets forwarded.
Result14 studies
ResearchStartups
See the project
In short
Nine years of products people keep.
Nine years of products people keep.I started in research, moved through design, and have run product for nine years. I like fuzzy problems, small teams and shipping every week.
Outside work: long runs along the canal, a bread starter that is older than my last job, and a reading group that argues about pricing.
- 9 yrsShipping products
- 4Launches led
- 2.1MPeople using them
- Based in
- Berlin
- Languages
- English, German, Dutch
- Availability
- Open to work from January 2027
Education
- 2012 to 2014TU Delft · MSc Design for Interaction
- 2009 to 2012University of Amsterdam · BSc Psychology
In short
Nine years of products people keep.
Nine years of products people keep.I started in research, moved through design, and have run product for nine years. I like fuzzy problems, small teams and shipping every week.
Outside work: long runs along the canal, a bread starter that is older than my last job, and a reading group that argues about pricing.
- 9 yrsShipping products
- 4Launches led
- 2.1MPeople using them
- Based in
- Berlin
- Languages
- English, German, Dutch
- Availability
- Open to work from January 2027
Education
- 2012 to 2014TU Delft · MSc Design for Interaction
- 2009 to 2012University of Amsterdam · BSc Psychology
In short
Nine years of products people keep.
Nine years of products people keep.I started in research, moved through design, and have run product for nine years. I like fuzzy problems, small teams and shipping every week.
Outside work: long runs along the canal, a bread starter that is older than my last job, and a reading group that argues about pricing.
- 9 yrsShipping products
- 4Launches led
- 2.1MPeople using them
- Based in
- Berlin
- Languages
- English, German, Dutch
- Availability
- Open to work from January 2027
Education
- 2012 to 2014TU Delft · MSc Design for Interaction
- 2009 to 2012University of Amsterdam · BSc Psychology
What I bring
Strategy and discovery first, then the craft to ship it.
Strategy and discovery first, then the craft to ship it.Six things a team gets on day one. Point at one.
Full skill set
Level 5 of 5Where to play and what to say no to
Product- Level 5 of 5
the one page the team can repeat.
Product - Level 5 of 5
Interviews, support tickets and the data, before any roadmap.
Product - Level 5 of 5
Forty tests a quarter
Craft - Level 4 of 5
the small bet that proves the big one.
Product - Level 4 of 5
Checkout, pricing and trust: the last step is the whole funnel.
Product
What I bring
Strategy and discovery first, then the craft to ship it.
Strategy and discovery first, then the craft to ship it.Six things a team gets on day one. Point at one.
Full skill set- Level 5 of 5
Where to play and what to say no to
Product - Level 5 of 5
the one page the team can repeat.
Product - Level 5 of 5
Interviews, support tickets and the data, before any roadmap.
Product - Level 5 of 5
Forty tests a quarter
Craft - Level 4 of 5
the small bet that proves the big one.
Product - Level 4 of 5
Checkout, pricing and trust: the last step is the whole funnel.
Product
What I bring
Strategy and discovery first, then the craft to ship it.
Strategy and discovery first, then the craft to ship it.Six things a team gets on day one. Point at one.
Full skill set- Level 5 of 5
Where to play and what to say no to
Product - Level 5 of 5
the one page the team can repeat.
Product - Level 5 of 5
Interviews, support tickets and the data, before any roadmap.
Product - Level 5 of 5
Forty tests a quarter
Craft - Level 4 of 5
the small bet that proves the big one.
Product - Level 4 of 5
Checkout, pricing and trust: the last step is the whole funnel.
Product
What people say
From the people I shipped with.
From the people I shipped with.Managers, founders and the people who reported to me. Pull a card away to read the next one.
01 / 05Drag, or use the arrows
01 / 05Drag“Iris is the product manager engineers ask for by name. She writes the clearest briefs I have read, and then she sits with you until the thing ships.”
02 / 05“She turned a vague 'improve checkout' into a one-year plan with numbers on it, and then beat the numbers.”
03 / 05“Nine people, one roadmap, zero drama. Relay's app exists because Iris protected the team's week.”
04 / 05“The best interviewer I have worked with. Users tell her things they do not tell the survey.”
What people say
From the people I shipped with.
From the people I shipped with.Managers, founders and the people who reported to me. Pull a card away to read the next one.
01 / 05Drag, or use the arrows
01 / 05Drag“Iris is the product manager engineers ask for by name. She writes the clearest briefs I have read, and then she sits with you until the thing ships.”
02 / 05“She turned a vague 'improve checkout' into a one-year plan with numbers on it, and then beat the numbers.”
03 / 05“Nine people, one roadmap, zero drama. Relay's app exists because Iris protected the team's week.”
04 / 05“The best interviewer I have worked with. Users tell her things they do not tell the survey.”
What people say
From the people I shipped with.
From the people I shipped with.Managers, founders and the people who reported to me. Pull a card away to read the next one.
01 / 05Drag, or use the arrows
01 / 05Drag“Iris is the product manager engineers ask for by name. She writes the clearest briefs I have read, and then she sits with you until the thing ships.”
02 / 05“She turned a vague 'improve checkout' into a one-year plan with numbers on it, and then beat the numbers.”
03 / 05“Nine people, one roadmap, zero drama. Relay's app exists because Iris protected the team's week.”
04 / 05“The best interviewer I have worked with. Users tell her things they do not tell the survey.”
Let's talk
Send the role. I will read it.
Send the role. I will read it.A short mail is enough: the team, the problem, the stage. I answer every one, and I say no quickly when it is a no.
Open to work from January 2027
I answer within two daysContact page
Let's talk
Send the role. I will read it.
Send the role. I will read it.A short mail is enough: the team, the problem, the stage. I answer every one, and I say no quickly when it is a no.
Open to work from January 2027
I answer within two daysContact page
Let's talk
Send the role. I will read it.
Send the role. I will read it.A short mail is enough: the team, the problem, the stage. I answer every one, and I say no quickly when it is a no.
Open to work from January 2027
I answer within two daysContact page