012026
PROMA — an AI proposal system a consultancy can trust
Workshops mapped where consultants lose their hours. The system gives those hours back, from intake to final proposal.
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Uri Rooselaar
Dutch, English (fluent), Spanish (A2)
Harmonic Strategic Designer · Amsterdam
I can help harmonize
How I work0:00
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Whether the work asks for clarity or for direction, I combine sharp problem definition with a future perspective, and turn both into one clear story a team can act on.
MSc Strategic DesignThe work →
The wall
Seven pieces · 2020–2026
Selected work
Six cases · 2020–2026
022026Personal project
Local Talent — rising artists, inside the app I already use
An app that reads my Spotify playlists, knows what I like, and surfaces rising / local artists playing near me.
View project →032022–2023
ANWB Energie — winning back the Cozy Empty Nesters
17% of ANWB members are cosy emptynesters. Only 9% of ANWB Energie customers are. Repositioning and commercialisation for that gap.
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042020
KUDO — carrying two homes on one bike
31% to 37% of Mexican minors live between two households. A bike-mounted case that makes moving your things between them effortless.
View project →052024–2025
NetZeroTool — how long until an airport reaches net zero
A dashboard on real Schiphol data that makes emissions and energy use visible, and puts a date on every scenario.
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062022
TravelBuddy — a calmer airport for senior travellers
67% of senior passengers feel high to extreme stress at the airport. TravelBuddy takes the guesswork out of every step to the gate.
View project →About me
Hi, I'm Uri Rooselaar. I call myself a harmonizing strategic designer.
I start with the question, not the solution. What's really going on? Who's sitting at the table? Where do interests meet and conflict with one another? Once I understand, I start developing ideas and concepts.
Collaboration is my favourite part of the process. I stay close to the people who own the problem, connect the dots between teams, and blend their ideas rather than overwrite them. Solutions built that way tend to stick.
I think in systems, and I design for the version of the future that actually shows up. Sustainability isn't an afterthought here. It sits inside the brief from the start.
My work spans customer experience and sustainability at NACO, the airport consultancy, work efficiency projects with a boutique culture change agency in Amsterdam, and Strategic Product Design at TU Delft and Universidad Nacional Autónoma de México (UNAM) in Mexico City.
Trained in Delft. Fluent in Dutch and English, with Spanish at A2 level.
Thinking outside of the box
- Innovation and Creativity
- Sustainability Integration
Connecting the dots and people
- Systems Thinking
- User Centered Design
- Collaboration and Stakeholder Engagement
Enthusiasm and willingness to learn
- Future Forecasting
- New Tools
Where all three meet: Strategic designer
Tools and craft
- Solidworks
- Cursor
- Claude Code
- Power BI
- Consultancy
Outside the work
Music, distance, and a year of learning Spanish the hard way.
Music
Guitar in bands, house sets behind the decks. Two sessions recorded on SoundCloud. The same skill as a workshop: read the room, then commit to the next move.
Local Talent, a personal project →
Mexico
A year at UNAM in Mexico City. I took hands on design courses, climbed volcanoes above the cloud line, and reached conversational Spanish by having no other option.
Movement
Surf, ski, tennis, running, cycling or hiking. Moving for me is where the thinking gets unstuck, and where most of my ideas arrive.
People who have worked with me
Ayu Koene
Design and Innovation Lead, BR-ND People
Adam Ekman Pedersen
CX Project Manager, NACO — a company of Haskoning
Didier Citters
Colleague and friend, design projects at TU Delft