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Kathleen Asjes

Head of Research & Insights @dreams - User Research leadership - Research training & coaching

Kathleen Asjes is an experienced research and insights professional with over 15 years of experience in digital product development.1 She served as Head of Research & Insights at Dreams from March 2020 to March 2022.1 Currently, Kathleen is the founder of Grow & Connect, a company she started in February 2023, and works as a UX Research Coach and Consultant through her company Stippen consulting.1

Kathleen's career highlights include:

  • Chief Product Officer at Dreams (April 2021 - March 2022)
  • Head of User Research at Schibsted Media Group (April 2018 - March 2020)
  • UX Research Manager at Schibsted Media Group (February 2016 - April 2018)

She has a diverse international background, having lived and worked in the Netherlands, South Korea, Australia, Sweden, and France.12 This global experience has given her a deep understanding of cultural differences and intercultural communication, which she applies to her work with products expanding to new markets and empowering multinational teams.1

Kathleen is passionate about helping researchers grow and connect, and assisting businesses in transforming their approach from being data-driven to insights-informed.12 She is also an advocate for research democratization, viewing it as a valuable tool in certain contexts to increase research maturity and capacity within organizations.2

As of January 2025, Kathleen has recently returned to the Netherlands after thirteen years abroad3, and continues to be active in the UX research community, sharing insights on leadership and research practices.4

Highlights

Aug 10 · linkedin

ReConnect: a retreat for UX Research Leaders who are ready for REAL TALK

Of course I imagine this retreat to be a restorative and invigorating experience. Full of joy and a true sense of community. At the same time I know that we yearn for a place to discuss what is really bothering us. How we feel frustrated, helt back and uncertain about leading in times of rapid change.

So what can you expect at the ReConnect retreat? Expect a powerful blend of rejuvenation, inspiration, and honest conversations. Together, we'll build a supportive community where you can share your vulnerabilities without judgment.

Join me and 15 like-minded leaders for a transformative experience at the stunning Yugen Forrest this October.

Ready to ReConnect? DM me for more details.

Nov 16 · linkedin

The Power of Vulnerability: UX Therapy

You might have seen my posts about UX therapy and wonder what it's all about? With UX therapy I provide a safe space where UX professionals can come together to talk about their struggles, exchange ideas, and feel supported. It's a place where you can let down your guard, be vulnerable, and learn from the experiences of others.

I've had the privilege of hosting UX therapy workshops at the STHLM Xperience Conference last week and at uxcon vienna in September. And each time, I've walked away feeling amazed at how valuable it is for people to open up to strangers and share their challenges.

In these sessions, I've witnessed participants:

  • Gain new perspectives on their challenges
  • Feel less alone in their struggles
  • Discover creative solutions to their problems
  • Leave feeling inspired and empowered

It's not just about learning new skills or networking; it's also about being honest, supporting each other and creating a more inclusive and supportive UX community.

Should not every conference provide this opportunity for participants to be this vulnerable and brave?

#UXtherapy #UXcommunity #conference #vulnerability #courage

Related Questions

What are some key projects Kathleen Asjes has led at Dreams?
How did Kathleen Asjes transition from being the Head of Research & Insights at Dreams to founding Grow & Connect?
What are the main goals of Kathleen Asjes' consulting firm, Stippen?
How has Kathleen Asjes' international experience influenced her approach to research and insights?
What challenges did Kathleen Asjes face while leading the transition from B2C to B2B at Dreams?
Kathleen Asjes
Kathleen Asjes, photo 1
Kathleen Asjes, photo 2
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Location

Stockholm Metropolitan Area