Marije Rottier.

About

UX/UI designer who takes products from research to a working build.

I'm Marije Rottier. I design web shops, content platforms and client tools: I audit what's there, research the problem, make every decision visible and prototype in code, using AI openly in my process.

What I bring from before: a degree in international fashion and branding, four years at Vintage Company Amsterdam growing into Head of Digital, and two brands I built end to end. So my interfaces keep the brand intact, and the brand works as an interface.

Working remotely since 2021, between the Netherlands and Cape Town. Currently completing the Google UX Design Certificate.

Get in touchSee the work
Portrait of Marije Rottier

Background

How I got here

  1. 2026
    Google UX Design Certificate

    In progress. The structured method behind the cases on this site: research, define, prototype, test.

  2. 2026 to now
    Haul & Stash and Studio RTTR

    A vintage web shop I designed and built myself, and a small web studio where the wholesaler and dental concepts started.

  3. 2024 to 2026
    Program Manager, Equals

    Sourcing tech talent for Dutch and European clients, fully remote. Writing the job ads and employer branding content.

  4. 2021 to now
    Freelance marketing consultant

    Content, email, social and B2B lead generation for clients in the Netherlands and the UK. Built an AI workflow for content and outreach and edited its output to a publishable standard. Started 30 Day Habit in 2021.

  5. 2017 to 2021
    Vintage Company Amsterdam

    From brand and store manager to buyer, retail operations manager and Head of Digital. Led the web team, content creators and interns.

  6. 2011 to 2015
    International Fashion & Branding, AMFI

    Engineer's degree, Amsterdam University of Applied Sciences. Brand identity, consumer research and concept development. Exchange at University for the Creative Arts and a fashion journalism course at London College of Fashion.

How I work

Principles you'll find in every case

Every choice has a reason

Design decisions are written down with their why, so they can be challenged and tested instead of defended by taste.

Measure when taste isn't enough

Three headers scored on the same criteria, weighted by who the header serves first. The numbers chose, not my preference.

Mark what's assumed

Unconfirmed content in yellow, personas labelled as assumptions, self-experiments called self-experiments.

Test before building big

A trial migration on the real catalogue before promising it. A card sort before locking the navigation.

AI and ethics

AI drafts. I decide.

I use AI every day: to audit faster, to build prototypes in code, to write migration scripts and to draft copy. I say so in every case, step by step, because hiding it would undercut the rest of the work.

  • AI never invents content that passes as fact. My blog posts are word for word mine; medical copy is for the dentist to review.
  • Every AI draft that reaches a customer is reviewed by a person first, and the design makes that review step visible.
  • No dark patterns: no fake urgency, no pre-ticked options, no hidden cancellation. Scarcity only where it's real.
  • Minimal data. No patient data in simple forms, no tracking in the client portal, fictional data in every prototype.
  • Businesses that weren't involved in a concept stay anonymous.