
PORTFOLIO BELLE AJ



IDENTITY
My father once told me “Everything is interesting, if you are interested”. I took that as: It is good to be curious. My upbringing cultivated a love for culture, literature, and art. As an adult these interests are still making a mark; personally as well as professionally.
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This curiosity is also an inherent part of who I am. As a child I refused to accept that it is impossible to know everything (why not?). It was also fed by my analytical thinking. I am good at recognizing patterns and mapping context, this has given me an explorative approach rooted in research. I have familiarized myself with design research methods and often lead the research phase. Sometimes I have a “Sky is the Limit’ mentality, causing me to set unrealistic goals. In order to slow myself down I’ve implemented different methods: I write, draw and work with my hands a lot. This grounds me and has become an important part of my process. Therefore I also have decent making skills that fit with Technology & Realization. My love for information has also given me an appreciation for data analyzation. I find it interesting how data can tell us different things. For the same reason I am fascinated by AI and how these algorithms work. I’ve spent considerable time in developing Math, Data & Computing skills, especially during my minor in AI. In addition I am a strong improviser therefore I often have a facilitating or advising role. As a critical thinker I ask many questions and am good at giving feedback.
By nature I am people oriented, I am empathetic and enjoy having vulnerable, meaningful conversations. This is deepened by my personal interest in psychology (Why do we behave as we do?), sociology (how do social systems work?), ethics (What is right?) and politics (Feminism and How do we make fair policies?). Throughout my studies I have explored the relationship between humans and their technology through these lenses, giving me a focus on User & Society. My social nature has also helped me develop strong communication skills and allows me to easily shift between perspectives. I I have experience taking on leadership roles, for example during my board year. I am adaptable in my collaboration due to my ability to see things from others’ perspective, which is a skill I deepened as a Commissioner of Education at Lucid. I am goal oriented and I often don’t mind doing things that I find challenging, I’m always looking for solutions and enjoy troubleshooting. I gravitate towards social topics and seek balance between practicality and idealism; I like to disrupt the status quo to create impact and engagement. My favorite tools for this are humor and fun. My goal is to improve existing structures, because every small step in the right direction helps. Within my extracurricular as well as my studies I’ve taken up projects that have the goal of bringing people together and stimulating meaningful experiences. I believe this is what is needed to create a better future. My main strategy is storytelling; not only am I good at telling stories; I also am good at creating environments where people share stories. An example is Poëzie Plek, an Art & Poetry Exhibition where young artists are invited to share their work.
I have always been creative and entrepreneurial. Since I was young I’ve organized and created many things, and I’ve been deepening my skills in these areas for as long as I can remember. I’ve always had a clear vision and a big imagination. Now I work as a freelancer and as a Poet in the creative sector and have organized multiple successful events, which have taught me valuable skills relating to Business & Entrepreneurship. I am strong in the ideation part of a design process, not only because I have plenty of ideas, but also because I see opportunities everywhere. I love to play with self-expression; I tend to experiment with my fashion and try not to take myself seriously. This is also my designer attitude, I like to explore boundaries with a playful yet intentional approach. Because of this Creativity & Aesthetics attitudes are a natural fit. In addition, I’ve been inventive in my methods and solutions – I taught myself how to do most things.
In conclusion, my professional identity as a designer is grounded in curiosity, creativity and an interest in people. Due to my passion for learning and empathy, I am able to see different perspectives, while my analytical thinking skills help me deal with complex contexts. I aim to balance a playful approach with a focus on real-world impact. I do this often from a social design perspective and I take on research-driven approaches.



VISION

Technology plays an undeniably big role in society; it has impacted how we interact, communicate, and build relationships. Among other things, there has been an increase in polarization because algorithms group us with people who share similar interests and ideas, creating homogenous spaces where we’re only exposed to what is familiar, contributing to a us vs them mentality. I see a trend of designing products that are claiming to focus on the improvement of life, but instead focus on efficiency and optimization. Such an example is Friend by Avi Schiffman. It is a device powered by LLM with access to personal online data, that is always listening and can choose when and what to respond to based on what is happening around you; but it will be your supportive friend agreeing with your perspective (friend.com, 2024). Your personal data is used to train the Friend and its goal is supposedly to become your best friend; the creator of it even states that he feels more connected to this device than he does to actual people (Ashworth, 2024). This makes me worried about how such innovations are actively contributing to the problem; leaning into strategies that are optimizing individualism and using data to foster polarization.
I believe we should implement human-centered values in data and AI. Bias easily slips in. I consider myself a data feminist - by not taking data at face value, instead looking at the person and stories behind the numbers. I see myself as a connector, taking in these stories from others and using them to create experiences. If we feel the need to create devices that can take over the role of human connection and prioritize convenience, what does that say about how much we value other people? I want to help people reconnect with their surroundings by designing products that go beyond the Internet of Things (efficiency & seamlessness), focusing instead on the Internet of People (reflective & intentional). I believe that shared experiences create bonds by bringing people together around common goals or moments, while emotional engagement deepens these connections and leaves lasting impressions. By combining these elements, I want to disrupt ‘autopilot’ behavior and encourage intentionality, by inviting users to reflect on their actions and make conscious decisions about engaging with others. An example is my own project, Poetry-on-the-Spot, where I invite strangers to share what is on their mind and I write a poem about it. As a designer, I use fun, surprise, and vulnerability as tools. I see AI as a collaborator in this process, as it can help uncover patterns and trends that might otherwise go unnoticed. ​

Improve quality of life with seamless interactions
Human-centered design for reflection
Value-driven Feminist design for more fairness
Data-driven design with AI to impact society positively
Multi-stakeholder communal design for social change
Data-driven reflection to create fun and meaningful experiences






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Expertise Area Development





I've always liked entrepreuneurship and already knew how to manage budgets from the yearbook club in highschool. During my studies I did Introduction to Business Design and Design Innovation Methods which taught me about creating business models, stakeholder relationships, value propositions and things like Intellectual Property and design and branding. In the elective Designing Business Practices I learned how to design a process for working on innovation, which gave me insights in how businesses work.
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In my board year I learned a lot of professional skills, in addition I learned how the University works as a company. In Lucid committees I took on roles to secure partnerships with companies, which gave me insights in creatinging contracts and making deals. As a freelancer I further developped my business skills, as I have to manage my own finances, branding, organization and collaborations. Overall I think I already gained a bit of experience in the professional world and I know how to work in multi-disciplinairy teams.
Courses: Designing Business Practices, Introduction to Business Design, Design Innovation Methods
Extra Curricular: Freelancing & Poetry Projects, Lucid Committees, Lucid Board year, Hey Piem

Business & Entrepreneurship
![]() Creating Vision & PolicyHelping Fontys Pulsed set-up their own Study Association through a series of workshops | ![]() Career CommitteeI learned to make contracts and agreements with companies. | ![]() Poëzie Plek | EventMy own art & poetry exhibition with live performances. I organized it all by myself; arranging funding, booking artists, marketing, ticket sales etc. |
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![]() Congress Poetry & AII hosted the event and helped guide conversations about how AI should play a role in Art & Poetry | ![]() Pop-Up op de PleePop-Up of my Art & Poetry Exhibition at an Event | ![]() Hey Piem TeamI'm part of the core team where I have a role in policy creation as well as event management, giving me valuable business experience. |
![]() Event OrganizingThe Stage Tilburg - Music & Poetry Stage I was a producer and was responsible for a lot of things, from securing funding to booking artists to marketing. | ![]() Event OrganizingEvent; Lichtzinnig. I was responsible for Marketing & Branding as well as the Event Experience |

Math, Data & Computing
At the beginning of my studies this was the expertise area I was least interested in, gradually through courses like Data Analytics and Creative Programming I discovered how to play with data and that coding is like a puzzle, which I really enjoyed. There I learned the basics of Python. I started to teach myself how to code with C+, JavaScript and HTML by playing an online coding game. Honestly, I simply felt cool for being able to do it. In the course Data Analytics I learned about statistical concepts and how to process data.
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I became interested in AI which is why I followed a minor at Utrecht University. Here I learned about adaptive algorithms and machine learning, making it that I was able to engineer the common models. I also had a course about the mathematics behind large language models, teaching me how to model different information retrieval systems. In addition I was able to further develop my data mining skills due to learning to work with data sets for training and testing of AI models.
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I also started working in a vintage store where part of my responsibility is trendwatching; using social media data to predict what clothes will be in style. Here I further learned to process data to get valuable insights. Based on this data I made social media content.
Courses: Data Analytics for Engineers, Creative Programming, Making Sense of Sensors, Creative Electronics, USE Project, Project 3, Minor AI (Formal & Natural Languages, Introduction to Adaptive Systems, Introduction to Machine Learning)
Extra Curricular: Social Media & Trendwatching for my job
![]() Data AnalyzingAt the vintage store | ![]() Data AnalyticsPoster Assignment | ![]() Making Sense of SensorsOne of the Plots made for the course |
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![]() Creative ElectronicsCoding & Saving the data from the little car |






User & Society
This area started out as my biggest interest. I wanted to design for socially relevant topics with users in mind. Therefore I put in a lot of effort to learn about designing for user experience, user-testing and usability. I took on these responsibilities in almost all courses and projects during my first two years of ID. I also followed the USE line quality of life which taught me about Value Sensitive Design, the hard and soft impacts of innovation and complex ethical evaluations.
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As electives I took Intercultural Design, to design for different perspectives and learn how to identify them and User Evaluation Methods, which taught me a lot of valuable methods for different types of user-tests. Within my minor I also followed a course about the impact of AI on society, in which I learned how social & behavioral sciences are used to develop AI and how we can design human-centered AI.
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Almost all my extra-curricular activities where aimed at bringing people together and creating experiences or inspiring them. A recent project is Samenspel, for the municipality of Eindhoven I did research on the different roles people play in communities within the city. I got to interview a lot of citizens and generate insights to present to the city. ​
Courses: From Idea to Design, User-centered Design, Intercultural Design, USE Behavior Changing Technologies, Project 1, USE Learning Line: Quality of Life, Project 2, User Evaluation Methods, AI for Open Society
Extra Curricular: Poetry Projects, Low-Key Expo, Board Year Lucid, Samenspel project, Mayor Project

Creativity & Aesthetics
I've always felt confident in this area, because I was already a creative child, always making pretty things. However, within ID I learned how to steer this creativity into productivity by learning about different ideation techniques. In addition I think creativity is about having fun and experimenting, which is something I apply in all my projects.
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I learned a lot about graphic design from being part of various Lucid committees in which I was responsible for creating promotion materials. I've even developed my own graphic design guide full of different tools I use when I design something, for example I always make a sketched version of myself. Within my work as a freelancer I took a lot of jobs where I was creating social media content, which is a competitive market and requires a lot of creativity to stand out. These were also all valuable learning experiences and taught me a lot of insights into what speaks to people.
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Finally I think I am very creative in story telling as I am active as a performer and poet, I understand designing as story telling as well, this is why Aesthetics of Interaction made a big impact on me, as it is more focussed on designing experiences.
Courses: From Idea to Design, Project 1, Intercultural Design, Project 2, Aesthetics of Interaction, Perspectives on aesthetics, Design for Debate
Extra Curricular: Freelancer social media & poetry, Lucid committees, Event experience design
![]() Acting in a Poetry FilmI made a short Poetry Film within 12 hours. Writing, Set Design, Filming, Editing, Music etc. was all done within 12 hours. | ![]() Project SamenspelWearing one of the handsown masks. | ![]() Poetry for Exhibition"Je rook naar verlangen maar het vuur doofde uit" |
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![]() Social Media contentfor TU/e aimed at highschool students who have to make a study choice | ![]() Social Media contentExample of Fashion Content I did for a freelance job | ![]() Poem | Poetry ProjectExample of a Poem I write for people at events and print with my Poetry Printer |
![]() Social media ContentCreated based on social media data about what is trendy for my job at a vintage store | ![]() SowingI learned how to sow clothes at a very young age allowing me to be creative with shapes and self-expression | ![]() Radio Poetry Performance |
![]() From Idea to DesignPoster that I designed, with a picture of my grandfather | ![]() Project 1I made an overview of our final design in Illustrator | ![]() Project 2Final Prototype which I helped design and photograph |
![]() Aesthetics of InteractionFrogger Framework assignment | ![]() Perspectives on Aesthetics assignment |

Technology & Realization

I have always been a maker, and making is an important part of my personal way of working. Therefore I have gained experience with a lot of different materials and methods, like woodworking, painting, fabric & sowing, laser-cutting, foam and cardboard. Within the courses creative electronics and making sense of sensors and my project 2 I've learned to work with micro controllers, sensors and actuators. I've also learned to design simple systems and classify technical specifications.
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My mindset in this area is the most valuable I think, because I don't shy away from things that are new and am always excited to try them out. As a hobby I have been sowing my own clothes since I was very young, which has given me a lot of insight in how to construct different shapes.
As a Freelancer I am constantly making things and learning new skills, and example is the project I did for the Mayor.
Courses: Creative Programming, Creative Electronics, Making Sense of Sensors, Project 2, Engineering Design, Aesthetics of Interaction
Extra Curricular: Making clothes, Poetry Projects, Samenspel Project, Project Mayor
![]() Prototyping FBP | ![]() Circuit for Project 2 | ![]() Handmaking MasksDDW'24 Finishing-touches to the project. |
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![]() Making a ProjectProject for the mayor in progress | ![]() Creative Electronics | ![]() Poetry Project in Progress |
![]() Making a Poetry Project | ![]() Sowing​Sowing has taught me a lot of material knowledge as well as insights in how to construct different shapes. |















DrinCup | From Idea to Design
Inclusive drinking cup for elderly
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I learned about different ideation techniques like body storming, mindmapping and pressure cookers. I also learned about the iterative process and reflecting on each step.
ColorSteer | Creative Electronics
Small car that changes direction based on seeing colors
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This course was the first experience I had with electronics and taught me about actuators and sensors and how to make safe circuits.
SandPlanet | Project 1
Collaborative hands-on learning in primary school
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I took the responsibility of user-testing for this project, which taught me about different techniques. It gave me confidence in user research.
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Treeflection | Design <> Research
Reflection tool for groupmeetings
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This was my first experience with research through design which suited me very well. I learned how to write papers and I became very excited about research processes.


Hamsa | Engineering Design
Relay for people who are blind
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I learned what role a designer can play in a multi-disciplinary team and I worked on the prototype, further helping me develop my technology skills.




SOOS | Project 2
Community based cooking for elderly men
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I lead the user-research and contributed in the creation of the prototype. I further deepened my knowledge of design processes and learned about managing a design process.




Chillow | Aesthetics of Interaction
Calming moving pillow for people with sleep problems
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I learned about how to design experiences by creating beautiful interactions. I also learned about relabeling and the Frogger Framework. Overall it also made me reflect more critically.
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Flow Guide | Project 3


A Tool that Raises the Worker’s Awareness of Interruptions to Enhance the Reach of Flow
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I learned a lot about research through design and doing literature research. I also learned about writing a paper and analyzing the data we gathered.


Extreme Functionalism | Perspectives on Aesthetics
Manifesto making fun of the statement 'Function is the only thing that matters'
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I learned to critically look at design practices and it helped me further develop my reflection of who I want to be as a designer.


The Wicked Problem Solving Machine 3000 | Design for Debate
A commentary on designing for wicked problems
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I learned about post-humanism and transformative design processes it showed me a new focus in design, which helped refine my PIV.









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Poetry-on-the-Spot
An on-going project where I have conversations with people about who they are, I then write a customized poem within 5 minutes.
This project allows me to connect with many different people and understand their perspectives, this has given me valuable skills in reflection and asking the right questions.



Board Year at s.v.i.d. Lucid
During my board year I was responsible for the policy and the board evaluation, which both helped me develop my professional skills and give insights in business practices. In addition I was responsible for gathering feedback from ID students and a Social Cohesion Project which gave me a lot of insights into user research methods.
*I also was part of various Lucid Committees, in which I worked on skills like networking and experience and graphic design.



Good Conversation Dinner
I invited people from different 'bubbles' of Eindhoven to have dinner and conversations about what they think is important in life. I learned to guide reflective conversations and further developed my skills with event organizing


PoëziePlek | Art Exhibition
I organized an art exhibition all by myself, which taught me a lot about project management as well as stakeholder management and finances.
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I have a few more poetry projects were I used design thinking which taught me a lot of creative (business) skills. they can be viewed on my poetry portfolio. (Not part of assessment)

Low-Key Expo
During Dutch Design Week 2023 I presented a Social Concept to showcase the perspective of youngsters in Eindhoven. I helped summarize data from insights gathered by the city. I learned about how creativity can make real-life impact and how to use story-telling to create a valuable experience.








Samenspel; What role do you play in your community?
During Dutch Design Week 2024 I showed a project in collaboration with the municipality of Eindhoven to look at the future of Eindhoven and how to grow communities within a growing city. I sowed masks by hand to represent different roles, each mask had a small microphone where people could share their perspective about their own role. I learned a lot about constructing shapes, as well as doing user research on a larger scale. I also learned to work with the microphones and safe the data safely.





Poetry Artwork Eindhoven
I was asked to create an artwork to represent the wishes of youngsters for the future of Eindhoven. I got to present it to Mayor Dijsselbloem. I used qualitative data to create a poetic message, which I then made into an artwork. I learned a lot about making as this artwork had to be of high quality.




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FBP Project
Within my FBP I wanted to combine the different learning experiences I had. I hoped to challenge myself because I had never done a full design process al by myself; often only relying on my strengths. I was happy to see that my experience with project management allowed me to do the project according to planning, which resulted in being able to explore techniques like involving experts, auto-ethnographic reflection and designing a system to fit within the structure of an organization. Overall the project gave me confidence as a designer; showing me that I can trust my designer instinct.
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I used the Transformative Reflective Design Process, which allowed me to reflect on what is important in the context of the project, this is important to me because it helps me stay focussed. I further realized how important freedom and experimentation is for me as a designer and how it allows me to think outside of the box.
I also got to explore different methods like negative creativity and auto-ethnography. Especially auto-ethnography is very interesting to me, because I think it can create a more intimate designing experience as it relies on your own feelings, actions and reflections and I hope to explore it more in the future.

I created the transcription interface by coding JavaScript and HTML, since I had mostly learned these skills through a game I was very happy to see that I could apply them to create a digital prototype. In addition the insights from my minor proved quite valuable, as I had a deeper understanding of how AI models are designed, which allowed me to design with AI and understand its potential.
I analyzed the business practices of Lucid, like the policy and feedback flows and designed to fit within their goals and strategy for the future. The projects design fits within the culture of Lucid and was based on the values. This was a nice learning experience because I am familiar with Lucid and has given me confidence for placing projects strategically in the future.

I spent time on designing a system that had coherent aesthetics and fun interactions to complement the goal of the concept. I think a strong part of the concept is the way I presented it. I think one of my strong suits is using aesthetics and interesting interactions to tell a story which created more of an experience.
I set out to focus mostly on this expertise area, because I had only used my technology skills in courses that were a while ago, so I felt less confident in my skills. I worked with Arduino for both the phone and the printer. For the phone I used the old technology. This allowed me to (re)learn about sensors and actuators. I also gained more experience with calculating a safe circuit and integrating technology in a system. Doing this project gave me new confidence in my technology skills.

I had quite a few explorative conversations with my users, which allowed me to take their perspective into account at every step of the process. The topic itself was also very social, I wanted to bring people together, which is also why I did this during the creation of the process. I liked this way of working and want to learn more about co-creation.

I am excited to continue with Industrial Design in my masters. I hope to further develop myself as a design researcher, within the track Constructive Design Research. I think this track fits me well, because it focusses on using design to generate knowledge and fits my critical and reflective thinking. In addition I want to investigate how materiality can impact experiences and allow us to bond with our surroundings, further developing how interactions can create transformative experiences.
In addition, I will continue my work in the culture sector and I am hoping to be accepted as one of the Culture Masters of Eindhoven, which is a trajectory that helps support Young (urban) artists with their business. With my work I try to engage others and focus on creating unexpected connection, I want to experiment with this further and hope to inform my design practices through this trajectory as well.



BELLE AJ | 2025
Sources:​
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Friend.com (2024). Frequently Asked Questions – Friend.com. https://www.friend.com/product.html
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Ashworth, Boone. (30Jjuly 2024). Wear This AI Friend Around Your Neck – Wired.com. https://www.wired.com/story/friend-ai-pendant/















































































