About Jeroen van Geel
Some call Jeroen a designer, others might say a strategist. But really, he’s never been one for labels or limits. Instead, he thrives on blending collaboration, curiosity, and a good dose of rationality to create high quality experiences for clients ranging from Schiphol Airport to Mazda and from museum experiences to apps and even fragrances.
Jeroen is an international speaker and author. He is author of Pitching Ideas, currently works on The School of Curiosity and has given talks around the globe.
What is your vision on UX?
I believe the future lies in a shift from purely functional making to a space led by imagination, curiosity, and expansive creativity. We need to move beyond roles, disciplines, and silos. It’s time to reconnect with the core of creativity: exploring without knowing the outcome, asking better questions, and designing for wonder, not just utility.
True innovation happens when we connect the dots across boundaries. When design isn’t boxed into “UX” or “branding” or “product,” but flows freely between them. Curiosity should lead, not just process. Creativity should be collective, not compartmentalized. Let’s create futures, not just interfaces. Let’s make meaning, not just features.
Not less creativity because of AI, but more.
