Bio
Pieter de Kroon is an independent digital product designer based in Amsterdam, running his own design practice focused on the earliest, hardest part of building: figuring out what to build in the first place. He works with founders as a thinking partner — asking the right questions, cutting through complexity, and making ideas tangible through prototypes before a single line of production code is written.
His practice spans strategy and concept work, end-to-end product design, and UX reviews of existing products. The through-line is product thinking grounded in craft — not aesthetics for their own sake, but design that earns its place by solving real problems. His named projects, Upliftful (a daily uplift app) and Ever (a financial clarity platform), reflect a taste for products with a clear emotional or functional purpose.
Beyond client work, Pieter writes about what he observes at the intersection of founders and products — short, pointed reflections on positioning, pricing, and decision-making. He's also an active contributor to TAG, the builders community, helping it grow alongside his practice.
What I'm building
I'm building my own design practice. I help founders figure out what to build before they build it. Strategy, UX, the whole product thinking side. On top of that I'm working on some side projects and helping grow TAG.
Why TAG
To Achieve Greatness...
Projects
Solo design practice helping founders with strategy, UX, and product thinking before and during the build phase. Positioned around clarity and craft at the earliest stage of product development.
A daily uplift app featuring words from others — a product built around emotional resonance and simple, intentional design.
A platform that brings clarity to financial questions, designed to simplify complex financial decisions for users.
A community of builders, operators, and creators — Pieter is an active contributor helping grow the community alongside his design practice.
Notable work
- •Built and runs an independent design practice focused on pre-build product strategy for founders
- •Published 'That's not a niche' (April 2026) — a reflection on positioning for founders
- •Published 'Priced for access, not results' (March 2026) — on pricing philosophy
- •Designed Upliftful and Ever as portfolio projects showcasing strategy-to-design execution
- •Active contributor to the growth of TAG builders community