Empowering users through simplicity – Meet Paul Middelkoop, our UX designer

When it comes to digital design, some creators aim for flashiness. Paul aims for clarity. As a UX designer at Routescanner, he is on a mission to transform the complex world of global container logistics into an intuitive experience for every user.

“I’m not a programmer,” Paul mentions. “But I work closely with them.” With a background in political science and a passion for sustainability, Paul’s journey into design was anything but traditional. Yet, it’s exactly this blend of curiosity and purpose that makes him such a vital part of the Routescanner team.

From political science to product design

Paul’s first steps into the professional world were in the non-profit sector, where he focused on sustainability in the food chain. But it was his proximity to tech that sparked a career pivot. “I sat next to a developer building an app,” he recalls. “It was so tangible. I realized I wanted to be involved in creating things that people use.”

This realization led him to UX design, where he found a sweet spot between problem-solving and creativity. “I love figuring out whether a solution actually solves the user’s problem,” he says. “Sometimes you think you need a hammer, but maybe tape does the job better.”

Making complexity consumable

At Routescanner, Paul works on a critical challenge: how to present massive amounts of route data - covering transit times, emissions, operators, and service reliability - without overwhelming users. “Each route contains a lot of information,” he explains. “My role is to make that information digestible and highlight what’s most important, quickly.”

One of Paul’s proudest contributions is the redesign of Routescanner’s reliability feature. “We had great data but presented it in a way that confused people,” he says. By combining clean visualizations with the right user flow, his new design made insights easier to understand and far more actionable. “Now, users immediately get the value of it.”

A design philosophy grounded in sustainability

Paul’s work is also driven by a deeper mission. “If Routescanner didn't have sustainable logistics as its mission, I wouldn't work here", he admits. At Routescanner, he sees the potential to make a genuine impact. “We show emissions data right alongside transit time. On equal footing, because care about our users making greener choices.”

And while many users might prioritize speed or costs, Paul believes in gently educating them toward more sustainable habits. “We’re planting the seed,” he says. “Even if emissions aren’t their top concern today, we help them see the bigger picture.”

What Paul wants users to feel when using Routescanner

For Paul, great design isn’t just about aesthetics. It’s about how it makes people feel. When someone uses Routescanner, he wants them to experience an immediate sense of clarity and control. The platform should feel empowering, like the whole logistics world is at their fingertips, suddenly transparent and navigable. “Users should feel like they’re in the driver’s seat,” Paul says, “with the confidence to explore options and make the best decisions with ease.”

What drives Paul

What truly motivates Paul are those moments when a user suddenly gets it. “When someone sees a design and says, ‘Ah, now I get it,’ that’s the best part of my job,” he explains. “It means the experience is working. Not just functionally, but intuitively.”

And if he dreams big? “I’d love to hear large customers say: ‘Routescanner opened our eyes and helped us realize that intermodal transport isn’t as complicated as we thought. And we’re saving so many emissions because of it.’ That would feel incredibly rewarding, because then the impact goes beyond the interface. It becomes real.”

Amsterdam energy in a Rotterdam world

One of the few Amsterdammers in the office, Paul enjoys the contrast with his Rotterdam-based colleagues. “It’s refreshing,” he smiles. “People are direct and practical. That suits me.”
Outside of work, Paul spends time reading books for his long-standing political book club. “It’s not the most exciting hobby,” he jokes, “but I love it and it broadens my horizon and forces me to see things from different perspectives."

How others describe Paul

Colleagues often describe Paul as inquisitive, thoughtful, and calm—qualities that clearly shine through in his approach to design. He’s known for asking the right questions, always aiming to understand the user’s real needs rather than jumping to conclusions. Whether he’s collaborating with developers, product owners, or clients, Paul brings a grounded energy and a genuine curiosity that makes him both easy to work with and incredibly effective in his role.