Short internship

How to improve the UX of the Post- Brievenautomaat?

My design challenge was to improve the UX of the new letter machine of Postnl. Users can send and receive packages with the machine. Postnl made the machine to decrease the traffic in the center of Amsterdam and other big cities. By using the PBA, mail deliverers only have to drop their mail at a PBA at central points instead of driving to several adreses in a city.

The most challenging thing in my internship was that I, next to my classmate Tevin, was the only UX designer at Postnl. This caused that I had to explain and substantiate my ideas very clearly. 

In the proces we covered five phases:

1. Empathize

In this phase we did empathizing techniques with our user. For example, I went a day distribution center in Amesfoort to get to know the Postnl mailmen.

2. Define

We defined the problems of our stakeholders.

3. Ideate

We ideated for new ideas and also looked at the work of previous designers who worked at Postnl.

4. Prototype

At the left you can see one of the prototypes I built, while tested with eye-tracking techniqes.

5. Test

Not only did we do eye-tracking, but our tests also included paper prototyping, Wizard of Oz, Usability Testing and Gamification. 

Group 17-2.png
Jaqueline Sips



Sophie showed me in several sessions very clearly how she got to certain design choices and why she thought those choices needed to be made. 


PostNL Rating

"Sophie was a bit shy at first. But, the more she got into the assignment, the more she flourished. She knew pretty quickly how she would approach a problem and how she would manage her tasks. During her internship, she was very clear in communicating her results and the things she needed to take the next step in her process.

We loved working with Sophie because she is a very open and honest person. We really appreciate her hard work and enjoyed her drawings very much."

Rated by Harry Zengerink and Jaqueline Sips


During this internship, I covered several learning goals based on the competences Advice, Design, Project Management and Making Things Tangible. I am so happy to say that I learned so much in this project and that I was able to really develop myself in these competencies. Time management and communicating where one of the personal learning goals that went best. Furthermore, I learned to ask a lot of questions, because sometimes the client wants something the user doesn't really need. 

"It was very cool to work for such a big and well-known company. I learned a lot and I am very proud I can put this in my resume."



Proposition visualisation Gradient

For my thesis, I made a visualisation of the proposition of Gradient - a digital agency I worked at the time. 

A lot of employees and the management team weren't on the same page anymore about what it is that Gradient does, or who does what, or how it all works together. This was caused by a lot of internal changes and a new company strategy - with just a few communication errors in between. 

To get everyone on the same page again, I did a lot of user research and visualised the outcome in an interactive prototype (see video). 

Eventhough it was a very though challenge I got rewarded with 9/10 points at the end.


My thesis supervisor and UX Expert

Parisa Khanipour
Parisa Khanipour

My thesis supervisor and UX Expert


Proposition visualisation Gradient

"Sophie did a great job talking to different stakeholders involved to make sure the designs reflect the needs and requirements of different user groups and internal stakeholders, making compromises between simplicity, usability, and comprehensiveness, and delivering a product that is up to the challenge. She kept a positive attitude throughout and she was a joy to work with."

Rated by Jan Jaap Rijpkema

Pathe Cinema WIFI Portal

commissioned by Cobra Systems

I designed this Wi-Fi portal so users could sign in to get free Wi-Fi while they were in the cinema. 

This interface would pop-up automatically when the device of the user would detect the Wi-Fi signal. The user needs to accept the terms and conditions and then gets connected to Wi-Fi automatically.

I chose this transparent design because when it gets hovered over the interface of the page, it still looks like the user is on the same page, so the flow would be interrupted. 

Design Thinking and Doing

Minor CMD

These infographics explain my personal projects during the minor Design Thinking and Doing.

Want to see more about Design Thinking and doing?

Other clients I have worked with