Paulien Strijland

VP Global Digital User Experience at Hewlett-Packard

Design ≠ Art. Great design is frivolous if you cannot get it out into the market to be used by real people.

Paulien is a global Customer Experience executive with a record of improving companies’ ability to translate customer needs into best-selling, high-quality products. Her unique blend of expertise in user experience, customer insights, program and project management, development engineering and quality assurance, enable her to thrive in changing environments and apply creative thinking to deliver business success.

Currently, Paulien is vice president of Digital User Experience (UX) in HP’s Global Marketing & Communications organization. She is responsible for the UX of, a true turn-around project. To ensure beautiful and effective design can see the light of day, organizational barriers need to be broken down, business metrics need to prove the effectiveness of design changes, and site architectures needs to be simplified.

Prior to HP, Paulien has extensive experience as a design executive at Apple, Yahoo!, PayPal, and Nokia. At Apple, her team was responsible for the User Experience Design and Research for both, hardware and software products. She contributed to the first Apple laptops and cameras, and drove the design work that led to Mac OS X.  At Yahoo, she worked on Search, Local, Maps, and various listings-based properties, such as Travel, Real Estate, and Shopping.  At Nokia she focused on growing experience design as a corporate capability, ensuring user experience became a key decision factor for product readiness decisions.

Paulien has a BSC and MSC in industrial design from Delft University of Technology.