Bettina is a skilled, enthusiastic, results-driven Principal UX Product Designer based in Amsterdam, The Netherlands. With over two decades experience in strategic design, product design, enterprise UX, enterprise AI, and data products, she brings a unique perspective and empathy to user-centric designs and innovations.


Hi, I am Bettina.

I use strategic design, empathy, and innovation to make products and services more human, engaging, and understandable.

I’m a skilled, enthusiastic, and results-driven design lead with over two decades of experience in strategic design and innovation. I’m eager to drive value and improve people’s lives by creating the best solutions that will resolve their pain points.

My work brings clarity, simplicity, change, new perspectives, growth, and satisfaction.

I lead strategic and pro-actively with prudence, perseverance, and an enterprising mindset. I work team-oriented and cross functional with a holistic, systematic, and methodical approach. Besides, I’m respectful, social, have excellent interpersonal skills, a good technical understanding, and a good sense of humor.

I’m based in Amsterdam, the Netherlands. I’m a former local leader of the Dutch IxDA chapter, and give back to the community as mentor, by connecting people with each other, and actively participating in it.

My areas of expertise:
  • Strategic Design, Vision
  • Product Innovation and Strategy
  • Enterprise UX
  • Enterprise AI and data products (AI, Machine learning, NLP, voice AI, Topic and sentiment detection)
  • Designing with AI (smart interfaces)
  • Data communication, Analytics
  • Design Management, and trans-medial design
  • Leadership and Team Building
My experience:
  • B2B, B2B2C, (Fortune 100, Fortune 500)
  • Low-code, SaaS, ERP systems, digital transformation, intelligent automation, decisioning
  • Research and Design for scalability, autonomy, democracy, agency, transparency, trust, utility, usability, and compliance
  • Marketing automation, personalization, customer experience, customer engagement, omni-channel experiences
  • Analytics applications (descriptive, predictive, prescriptive) and data products
  • Back-office applications for financial services, and horizontal applications for customer experience
  • Product ownership, stakeholder engagement

If your organization is in the midst of a digital transformation initiative, or in need of innovation of products, processes, or services, especially with AI capabilities, reach out and get in touch today.

Recognition and Intellectual Property



  • Gold Stevie Award – No Code/Low Code Platform, Product & Service Categories – Business Technology Solutions, International Business Awards® for Pega Infinity, December   
  • MarTech Breakthrough Awards – Best use of AI in MarTech for Pega Customer Decision Hub


  • The Sammy – Sales and Marketing Technology Award winner – For Pega Customer Decision Hub
  • People’s Choice Stevie Awards – People’s Choice Stevie Awards for Favorite New Products, American Business Awards® – For Pega Customer Decision Hub


  • Gold Stevie Award – Relationship Management Solution, New Product & Service Categories, Business Technology Solutions, International Business Awards®, December 
  • Gold Stevie Award – CRM Suite – Enterprise – New Version, New Product & Service Awards Categories, Stevie® Awards for Sales & Customer Service, December  


  • Bronze Stevie Winner – New Products & Product Management Awards, Best New Product or Service of the Year – Software – Relationship Management Solution, International Business Awards®, December

Connecting graphical shapes using gestures, U.S. Patent US10698599B2, filed June 5, 2017, issued June 30, 2020. Inventors: M. D’Angelo, Bettina Kast, G. Cao, P. Kala, M.R. Nae

I make

products & services

more human, engaging, & understandable through

Strategic Design, Empathy, & Innovation.