A little bit about me

FullStackUXDesign – Simply put, a full-stack UX designer is a designer that gets involved at every stage of the user experience design, from research to implementation oversight, as needed.

Welcome !  My name is Anton Roolaart.  After a long successful career at AT&T Bell Labs,  Publicis Advertising Agency, JPMorgan Chase, as well as several Startup companies, I have become a full-time freelance consultant since 2016 with the company I started – Full Stack UX Design and am now based in Amsterdam.   I love to solve design problems and have delivered highly successful solutions that delight stakeholders and users.   My design work in enterprise often resulted in automated or online experiences replacing legacy, manual procedures resulting in a great user experience that saved users countless hours of work.   I also enjoy working on mobile and  consumer-facing applications having designed applications for mobile banking and fintech, NFT applications, music applications, and more. 

As a user experience designer and design leader, I am focused on the end user experience.   I fully believe in the design thinking approach, which emphasizes team collaboration, user research, iterating designs as needed, prototyping and testing ideas with users to create the best user experiences.  Having worked on design teams embedded on the business side as well, I fully embrace stakeholders and the business objectives in the design process.

I’ve held different roles in the design spectrum, including the role of a creative technical manager,  design manager, UX consultant,  UX Researcher &  Strategist, a “UX Team of One”, an Interactive Designer, Visual Designer, and Prototyper.   Before entering UX, I was a Front-End developer. I enjoy the challenge to delight business owners and end-users by making their experiences simple and usable, especially when I can design innovative new approaches.

I am always learning and absorbing things around me.  I love to meet and attend workshops on, not only digital UX problems but any user-experience problems to be solved, and continue to attend many workshops & meetups.    I enjoy to mentor others, whether it’s stakeholders, product owners, other co-workers and clients, to build better understanding of UX for all.

My LinkedIn Profile

In my personal time, I enjoy quite a bit of reading, traveling (hiking/kayaking/sailing), pencil drawing, digital art, and have spent much of my life being a songwriter, performer, sound engineer, and music producer.  I’ve produced several albums and music projects and released two CDs of my own original music. See


Senior Product Designer, UX Designer & Strategist, Creative Technologist, Artist

How do I work?

  • Problem Statement (Verify/Identify the right problem to solve)

    • SME, Stakeholder Interviews
    • Understanding the business
    • User feedback
  • Discovery

    • User Interviews
    • Heuristic Evaluation
    • Analytics data
    • Competitive Analysis
    • Personas
    • User Journey(s)
    • Task Mapping
    • Card Sorting
  • Strategy & Analysis

    • Synthesize findings from Discovery
    • Bring innovative ideas to the table
    • High level Strategy
    • Card Sorting
    • Affinity Diagrams
  • Design

    • Low fi wireframes
    • Design sprints
    • User Testing
  • Prototyping

    • Interaction
    • Sketch, Axure RP or Invision
    • A/B Testing with users
    • Demo’s for senior management buy-in
  • Implementation Oversite

    • Hand-off of style guide
    • Peer Programming assistance if needed
    • User Acceptance Testing

Brands & Companies I’ve worked with


Places I studied