Freelance Design Systems Lead

I build structures that make good product work repeatable.

I'm Jesse de Jong. I build design systems that help product organisations scale without losing quality, speed, or clarity.

I turn fragmented interfaces and inconsistent workflows into coherent platforms teams can actually build on. Less rework. Stronger product quality. Teams that move faster as the organisation grows.

I've led design system initiatives at global companies across FMCG, fintech, telecom, retail, and enterprise software. The work starts with components, tokens, and foundations, and grows into governance, adoption, and real alignment between design and engineering.

I work freelance, embedded part-time in organisations that need senior design systems leadership without the permanent hire.

Jesse de Jong

Teams I've worked with

Heineken
Ahold Delhaize
Wolters Kluwer
Rituals
Liberty Global
Akzonobel
JDE Peets
Backbase

at scale

At Heineken I led the team that built Crate, the design system powering their global B2B platform for distributors and retailers across 40+ countries. A 6-person team supporting 235 active contributors, cutting delivery time by roughly 40%.

At Ahold Delhaize I directed the design system strategy that lets multiple European supermarket brands build on a shared digital platform while keeping their distinct identities intact. One system, six brands.

At Wolters Kluwer I set the direction for a motion design system built from scratch, bringing animation consistency and clarity to complex enterprise software for the first time. Deployed across 12 product lines.

Approach

I provide fractional design system leadership for growing product teams, helping you scale without accumulating complexity that slows you down later.

A design system is not a Figma file. It is structure, governance, and shared decision-making. I embed part-time to define foundations that scale with your product.

Embedded system leadership

You get hands-on design leadership embedded in your organisation. Not advisory slides. Not external recommendations. Real decisions made where they matter.

1–3 days a week Direct alignment with product and engineering Ownership model defined and enforced System decisions tied to roadmap priorities
Scalable foundations

You get a clear structural baseline that reduces rework and stops teams from rebuilding the same patterns in parallel.

Structured design token architecture Consolidated component library Theming and multi-brand readiness Accessibility embedded as standard
Delivery, not just direction

You get a system that actually ships. I work closely with design and engineering to make sure foundations are built, not just defined. Components are consolidated, tokens are aligned, and the contribution model runs in practice, not just on paper.

Component consolidation and cleanup Figma to code alignment Contribution model operationalised Adoption and usage metrics tracked
Outcomes you can measure

You get structural clarity translated into a practical execution plan. The result is reduced duplication, improved velocity, and higher product consistency.

30-day system maturity assessment 90-day execution roadmap Reduced UI duplication Improved cross-team delivery speed

In their words

"Jesse brings clarity and structure to complex environments, aligning design, product, and engineering with confidence. He builds strong foundations, raises the bar for quality, and leaves every organisation better than he found it."

Nicole Barilka

Nicole Barilka

Senior Director D&T Digital Commerce
Heineken

"Jesse stepped up across the board: sharp design system vision, onboarding documentation that stuck, support for peers when it counted, and creative workarounds when the obvious path was blocked."

Roel Gerrits

Roel Gerrits

Head of CX
Heineken

"Jesse set the standard for how I want to work. Calm, curious, invested in people. He built something at Heineken that was high-performing and genuinely fun. That combination is harder than it sounds."

Luna Borgo

Luna Borgo

Senior Designer, Design Systems
Heineken

"Jesse's mature approach to leadership enabled me, a front-end developer, to collaborate with the designers in an environment built on mutual trust, respect and support. His engagement and empathy made working with him a true pleasure."

Victoria Tomzik

Victoria Tomzik

Front-end Engineer, Design Systems
Heineken