Avid reader and doer, thriving on learning new things and driven by curiosity.

Hi! I’m Michael, a Dutch product designer based in Tokyo and I am driven by solving complex problems and turning these into simple and easy-to-use solutions.

Currently I'm working for JapanTravel as a lead designer since April 2016. Previously, I worked at Cream - a digital agency in Lausanne, Switzerland and Tokyo, Japan - designing and improving their digital training platform and worked on a range of digital products for various industries.

Working in various startups and industries aided me in becoming an expert in my craft, enabling me to create better products through holistic design. It is my aim to create products that improve people’s daily lives by making them accessible, intuitive and delightful.

Besides work, I love to kickstart my early mornings with a quality cup of coffee. On the weekends you can find me at a cafe reading and relaxing while listening to jazzhop or discovering new places. I also like to socialize and frequent local UX meet-ups to meet other designers from Tokyo’s international design community.

Let’s chat over some coffee. — Michael

Michael Groen drinking his daily dose of coffee


  • JapanTravel, Lead Designer

    Apr 2016 - Present, Tokyo


    Currently lead designer on our multi-language bespoke UGC platform and connected services with tens of millions of active users. Introduced outcome over output focused design strategies through methodologies such as OKR and H.E.A.R.T framework. Pushed for cross-functional teamwork, lean and agile methodologies such as online daily standups, design reviews and lightweight change management processes leading to rapid iteration.


    Designed and developed 10 websites for local governments and major global brands resulting in gains such as an increase of 300% in conversion per month. Contributed to significant increases in profit through graphic design and branding. Produced hundreds of design assets including sketches, storyboards, wireframes, mockups and prototypes. Promoted and implemented evidence based design through qualitative and quantitative user research methods such as contextual inquiries, heatmaps and A/B testing.

  • Cream, Product Designer

    Sep 2014 - Sep 2015, Tokyo & Amsterdam

    Designed multiple projects for luxury and global brands. Redesigned and gamified BrandAcademy, Cream’s SaaS training and engagement platform. Researched and created successful concepts and designs for project proposals & presentations. Transformed designs into interactive prototypes for user testing and presentations. Adjusting of HTML and CSS within existing WordPress templates. Redesigned and creation of visual identities and business cards.

  • Ravonet - Appstore Amsterdam, Intern Front-end Developer

    Mar 2013 - May 2013, Amsterdam

    Developed several WordPress templates and sites for various clients using HTML5, CSS3, Javascript and PHP. Designed and developed different email templates with XHTML. Research and creation of multi-purpose WordPress templates. Implemented and taught responsive design strategies. Presented and facilitated the final hand-off of products to clients and training on how to use WordPress.

  • TMG - Groupdeal, Intern Marketing & Communication

    Jun 2012 - Sep 2012, Amsterdam

    Maintained the front-end of Magento and product data administration. Written hundreds of creative commercial stories for a large variety of products. Edited and composed product photos for the online deal marketplace. Supporting customer's pre-sale and post-sale inquiries.

  • Freelance

    2013 - Present

    Continuous consulting on brand and design strategies for various brands.


  • Amsterdam University of Applied Sciences

    Aug 2011 - Apr 2015, Amsterdam

    Bachelor of Communiction & Multimedia design Cumulative GPA 3.94/4.0

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