How do you eat an elephant? Bit by bit.

The National Gallery, a prestigious art institution, enlisted Fabrique to lead the rebranding efforts and develop digital solutions to support their new direction. As part of the project, our goal was to create a more contemporary and engaging experience for visitors while staying true to the gallery's rich heritage. Collaboration with the museum's communication department was integral to developing next-generation digital applications that would enhance visitor engagement and satisfaction. Throughout the process, I facilitated workshops to gather insights, develop customer journeys, define brand guidelines, and create interactive prototypes for testing within the museum.

Exploring possible futures with North Star concepts

Through the collaborative efforts between Fabrique, the National Gallery's communication department, we distilled the Gallery's identity and visitor experience. The next-generation digital North Star concepts we mocked-up, were focused on creating engagement and providing a more immersive and personalized journey for visitors. By facilitating workshops, gathering brand insights, developing customer journeys, and creating interactive prototypes, we ensured that the digital solutions aligned with the gallery's vision and resonated with their diverse audience. The testing and iterative process helped refine and optimize the applications to meet visitor expectations and enhance their overall experience. The National Gallery could now stand as a modern cultural destination that successfully blends tradition with innovation, attracting and delighting visitors through its reimagined brand identity and immersive digital experiences.

Workshops safari in the museum

Hi! I am Jesse. I create intuitive products that solve problems and people love to use. Most recently, I led the Experience Design team at VanMoof, orchestrating the experiences of our riders, our potential customers and our service-layer colleagues.

Want to talk work? Simply reach out.

Jesse Timmermans

Experience Design Director

What I do

  • Strategic UX
  • Concept design
  • Design leadership
  • Scrum master
  • UX consultancy
  • Creative facilitation


  • VanMoof


  • The Valley


  • The Garage by E.ON


  • Fabrique



  • Industrial Design Engineering MsC, Technical University of Delft. Specialised in Design for Interaction and Strategic Product Design

    2007 - 2013

Selection of clients

  • Nike, ING, Daikin, Zelus, IKEA, Blokker, Isabella Stewart Gardner Museum, EON, Essent, Yale Center for British Art, Southbank Centre, Anytime by Interamerican, National Gallery, Independer, Ymere, De Key, Stadgenoot, NEMO Science Museum, GVB Amsterdam, Nationaal Militair Museum, Rijksmuseum, De Kleine Komedie, ONVZ zorgverzekeraar, SmartOcto, Braingineers.