Femke a product designer at Uber discusses her work balancing the needs of users across countries and cultures

About the speaker

As designers we’re often designing with a particular user in mind, but what if that user is mostly unknown to you?

Femke will share her experience designing products for different cultures, balancing user and company needs, while uncovering some mistakes, research and learnings along the way. You’ll walk away with some practical advice on how to approach designing for a foreign market.

About Femke

Femke van Schoonhoven is a product designer at Uber based in Amsterdam. Her work covers everything from user experience design to user research and product strategy.

After studying and working for a couple of years in Windy Wellington, Femke packed up her suitcase and headed to the canals and cycleways of Amsterdam, The Netherlands where she’s been living for the last four years.

When not at home, Femke is often travelling the world conducting user research and designing experiences for the Uber Driver App. Her works often touches emerging markets, where she has to design experiences for people in countries like India, Mexico and Brazil. Her talk will touch on how she designs for foreign markets and balances company goals with user needs.

When not working on travelling, you can listen to her chatting on her podcast Design Life with fellow Wellingtonian Charli Prangley, or teaching design on her YouTube channel. Femke also enjoys rowing, yoga, running, hiking and cooking.

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