Based in
Amsterdam, NL
52.37°N / 4.90°E
Annie Pham
Designing the moments where people and intelligent systems meet.
01 — About
I turn tangled problems into products people actually understand, measured by the trust they build, not the pixels they ship.
For eight years I've worked the full arc of product design: user research, interaction, and design systems, across healthcare, e-commerce, fintech and AI. That practice has spanned four countries: I've worked in Vietnam, Singapore, and the Netherlands, with a year studying in Australia.
Today I'm the lead designer at Vox AI, a 25-person Amsterdam AI startup, owning everything from the first sketch to the shipped screen for AI drive-thru systems running in real Burger King and Popeyes locations. Before that I shaped a Singapore hospital app used by 200k+ patients, built multi-brand systems at Leads.io, and mentored designers at Preply. I'm always open to new collaborations, so if you're building something thoughtful, let's talk.
- Product & UX/UI Design
- AI Product Design
- Design Systems
- User Research
- Usability Testing
- Accessibility
- Design Mentorship
- Figma
- Framer
- Claude Code
- Adobe Suite
- Prototyping
- MA Digital Design — distinction
- Amsterdam Univ. of Applied Sciences
- BA Digital Media — distinction
- RMIT, Melbourne
- Guest speaker — NUS
- Featured in Vietcetera
- 10,000+ members onboarded
- 1.9 → 3.7★ app turnaround
Selected Work
[ 07 projects · 2018—2026 ]02 — Trajectory
Where I've practiced the craft.
Good design is measurable. At Raffles Medical Group I rebuilt a patient app that people had given up on.
“Annie is a genuinely skilled UX designer and a trusted, open communicator who quickly became an invaluable part of our design and CRO team.”
— Hannah Jääskö, Design Manager at Leads.io
03 — Let's talk
Let me help improve your user satisfaction.
anniepham710@gmail.com ↗Designed & built in Amsterdam
Available for select work