Hi, I'm Maurik Willemse
Based in Zurich, Switzerland, I'm a data and engagement strategist with fifteen years of turning data into decisions, most recently at a digital health platform that grew from 5,000 to 700,000 users. The User Engagement Blueprint is that experience written down.
- 15+ years in data, analytics and operations
- English
- Dutch
- German
- French
From transactional data to user engagement
I started in operations: customer service, order management, and process improvement. Lean Six Sigma taught me that you fix a system by measuring it honestly, and I carried that with me into analytics, building executive dashboards as Honeywell's leadership moved from process-driven to data-driven decisions.
Then came LiveWell, Zurich Insurance's digital health and wellbeing venture, and a different kind of problem. A consumer app does not grow because you report on it. It grows when the product gives users a reason to come back, and the data tells you exactly where it does and doesn't. So I built the culture, the KPI frameworks, and the experimentation practice that connected user behaviour to product decisions, and watched the platform grow from 5,000 to 700,000 users.
The Blueprint distils all of it. Every framework in it was built, tested, and refined on real products with real users.
Fifteen years, in order
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2026
Author of The User Engagement Blueprint
Independent
Everything I learned about engagement, distilled into a holistic, data-led framework that helps digital platforms build meaningful connections with their users. The Blueprint is the reference I wish someone had handed me a decade ago.
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2022 to 2026
Senior Reporting and Data Analyst
LiveWell by Zurich Insurance, Zurich
Zurich's digital health and wellbeing venture. I designed the KPI frameworks and feedback loops that connected engagement data to product decisions as the platform grew from 5,000 to 700,000 users, replaced vertical segmentation with ML-driven models, and built the A/B testing practice that doubled onboarding conversion. I also authored the Digital Engagement Playbook, a framework that became the reference for user-centric growth across a number of Zurich's digital ventures. In 2025 I added a part-time secondment with Zurich's Integrated Benefits unit, defining the AI and data strategy for the Corporate Life & Pension business and strengthening the governance of its quarterly premium reporting.
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2021
Ballymaloe Cookery School
County Cork, Ireland
Took time out to get hands on with food at Ireland's best cooking school. Cooking had always been a passion of mine, and it was a privilege to learn many new skills and cook what the surrounding farm produces.
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2017 to 2021
Senior Global Reporting and Analytical Specialist
Honeywell SPS, Zurich
Built the first end-to-end executive dashboards for leadership, shifting decision-making from process-driven to data-driven, on top of automated data pipelines and governance frameworks. I owned the Factory Performance Dashboard and its ETL pipeline for the Honeywell Intelligrated business, built for a very mature, metric-driven organisation: it let plant managers and leadership focus only on deviations from target KPIs and pointed to the corrective actions to take.
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2017
Order-to-Cash Process Improvement Specialist
Honeywell, Zurich
Led process optimisation projects that cut order entry times by a third, applying the Lean Six Sigma discipline I had certified in as a Green Belt. This is where continuous improvement became a habit of mind.
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2013 to 2017
Key Account and Project Order Management
Honeywell, Zurich
Managed key accounts and large project orders. A front-row seat to how customer experience and internal efficiency depend on each other.
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2010 to 2012
Software Licensing Analyst
Infor, Lausanne
My first role working with data at scale, managing software license entitlements for enterprise customers.
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2006 to 2010
BA (Hons) Management Studies with European Languages
Lancaster University Management School
Management studies with German and French, including a year in industry across two internships in Germany and France.
Want the short version?
The Blueprint is fifteen years of this work condensed into a framework you can apply to your own product in a week.