Design to Market – Talent Program. Over the coming weeks, Dutch Design Daily will be introducing the participants of 2025, today Noortje van Velzen.
It had always been her biggest dream: to make a living as a freelance designer. When she registered her sole proprietorship, “Noortje van Velzen,” with the Chamber of Commerce in late 2025, that dream became a reality for the social impact designer of the same name. “I now help organizations redesign products and services in a way that truly contributes to human well-being. So I look beyond functionality or profit, but ask questions about mental health, care, and well-being, as well as the ethically responsible use of technology. That’s how I try to create a positive social impact.”
Let’s go back to the beginning. How did your career in the design world get started?
I earned a bachelor’s degree in Psychology and Technology from Eindhoven University of Technology (TU/e). There, I learned a great deal about psychology, data science, and artificial intelligence. When I founded a student design studio alongside my studies, I discovered that design and improving human well-being are my true passions. I then went on to delve deeper into “design” through the Master’s program in Industrial Design at TU/e, focusing on Service Design, UX Design, and Designing with Data & AI.
How exactly do you improve human well-being?
Among other things, I’m working on a workshop program for young people who want to break free from their social media addiction, and on an installation for music events. But I’ve also worked on a software program for doctors that helps them explain diagnoses to their patients more easily. And on “reimagining” social media platforms, with young people’s mental health as the starting point.
How do you get started on a social impact project like this?
I often start with research and analysis, envision ideal future scenarios, and then translate those into concrete design choices—such as new concepts, optimized workflows, services, or prototypes. Throughout this process, I always keep my goal in mind: to create or redesign products and services that support mental health and have a positive social impact.
You’re pretty good at that, as evidenced by your Social Design Talent Award 2025. Can you tell us a little more about that award?
Every year, the City of Eindhoven awards this prize to a graduate in Eindhoven who is working on a project with social relevance and thereby contributes to the city and its residents. I was nominated for my project “The Digital Detoxery.” For this project, I conducted research on social media and its impact on young women, and translated five of their pain points into products within an installation. Products that could offer relief in the future. For example, I designed the fictional ‘blocking screen protector’ that you slide over your phone’s screen while using social media. This blocks all engagement metrics—from the number of likes you receive to the number of followers you have—so you can no longer compare yourself to others online. It’s a sort of counter-reaction to the latest developments in the big tech industry.”
You weren’t just nominated for the award—you actually won it. What did that mean in practical terms?
I received €10,000 to further develop my concept. And I was offered a customized mentoring program at Design to Market. As part of that program, I am currently focusing on gaining a better understanding of my market and further refining my positioning.
Design to Market
Design to Market is a talent program in Brabant for young designers who are looking to grow professionally and make a difference in society. Through personal coaching and practical training, they help them build their entrepreneurial skills and personal leadership.
Interview: Strooploos
