Fabian van Noort
I research people and products,
to make products work for people.
I research people and products, to make products work for people.
Summary
Fabian is a UX researcher with 10+ years of experience across different industries. He is a dedicated team player with an analytical mind, a strong product sense and a fondness for mixed methods research. His mission is to research people and products, to make products work for people.
Expertise
Promoting human-centered product development
- Coaching product teams on human-centered design and UX research through collaboration and story‑telling in (multi)national organisations;
- Identifying product opportunities, by amplifying the voice of the customer in collaboration with PMs, designers and other team members;
- Shaping UX research questions, creating research plans, driving projects, structuring and analysing data, deriving actionable insights, presenting compelling stories, prioritising and socialising next steps.
Qualitative UX Research
- Behavioral research methods, such as (un)moderated usability testing, remote usability testing, eye‑tracking, contextual inquiry, guerilla testing;
- Attitudinal research methods, such as in‑depth interviewing, concept testing, diary studies, customer feedback analysis, affinity diagramming.
Quantitative UX Research
- Behavioral research methods, such as tree testing, first-click testing, fake‑door testing, a/b‑testing, click‑stream analysis, conversion funnel analysis;
- Attitudinal research methods, such as intercept surveys (CSAT/NPS/CES), user feedback analysis, card sorting, design surveys, JTBD.
Work Experience
Senior UX Researcher
Decathlon Digital
Dec 2024 — present
- Led mixed-methods UX research for Member Identification domain (sign‑up, sign‑in, in‑store), serving 250M+ members online and in 1,800+ stores across 50+ countries;
- Unlocked ~2.1pp Login CVR increase with quantitative analysis of VOC data on OTP authentication, leading to ~€2M yearly incremental sales;
- Unlocked ~0.6pp Login CVR increase with cross-domain behavioral analysis of sign‑in in checkout, leading to ~€1.3M incremental sales during testing;
- Piloted cross-discipline quarterly roadmap prioritisation, which was then implemented across the domain;
- Shaped in-store identification roadmap with multi-national discovery across Decathlon United, country offices (FR, ES, IT) and local stores.
Senior UX Researcher
Valsplat
Apr 2022 — Oct 2024
- Worked embedded with product teams, and led one-off projects, to inform product decisions during discovery and delivery;
- Advocated for data-driven human-centered design by coaching product teams on UXR and quantifying user issues and solutions;
- Led projects with €200k+ budget responsibility, for (multi)national clients such as Action, Albert Heijn, Brabantia, Etos, Heineken, Hogeschool Inholland, Nationale Hypotheek Garantie, Nederlandse Spoorwegen, Nieuwe Schoolfoto, PostNL, Tweakers, Volksbank.
UX Researcher
Valsplat
Oct 2016 — Mar 2022
- Prepared research plans with clients, executed research, presented actionable insights;
- Led projects with up to €100k budget responsibility, for (multi)national clients such as Albert Heijn, Bever (AS Adventure), Brabantia, DELA, Eliza was here, HEMA, KPN, Marktplaats, Philips Hue (Signify), PostNL, Sunweb, Tommy Hilfiger, Tweakers, Van Gogh Museum.
UX Designer
Puurpxl
Feb 2015 — Oct 2016
- Led requirements discovery for clients' new websites and crafted project proposals in collaboration with clients;
- Defined interactions on and between web page templates in Axure RP, in collaboration with visual designers and front-end developers.
Teaching Assistant
Utrecht University
May 2014
- Mentored secondary school students in the U-Talent programme of the Freudenthal Institute for Science and Mathematics Education;
- Guided two groups through the design, planning, and execution of research projects concerning human performance on the traveling salesperson problem, and computer-assisted EEG data classification.
Cognitive Ergonomics Intern
vhp human performance
Dec 2013 — Feb 2014
- Researched methods for the analysis of smartphone app usage context factors;
- Developed a custom tool for analysis of usage factors;
- Tested analysis tool during development of an app for motorists.
Design Research Intern
Puurpxl
Apr 2013 — Aug 2013
- Conducted graduation research for MSc Information Studies (Human Centered Multimedia track);
- Investigated how Puurpxl could design mobile experiences that empower people to support non-profit organizations.
Teaching Assistant
University of Amsterdam
Jan 2013 — Apr 2013
- Assisted in creating assignments for the Interaction Design course;
- Guided students in execution of assignments;
- Graded and gave feedback on students' assignment submissions.
Education
MSc. Applied Cognitive Psychology, cum laude
Utrecht University
- Thesis: Effect of running on throughput in pointing tasks: a Fitts' law experiment (link)
MSc. Information Studies
University of Amsterdam
- Track: Human Centered Multimedia
- Thesis: A framework for donating via mobile devices
BSc. Information Sciences
Utrecht University
- Minor: Cognitive Psychology
- Thesis: Heuristics for expert evaluation of Android and iOS apps