Glad you're here!
Hi Tidal!
I am Edward van Grol
I've been a huge fan of you for years now — as an audio nerd, and when supporting your mission for fair artist payout.
When I came across your Principal Designer offering, I immediately threw this page together to show how I make an impact in my current job, and how that translates to what you're building for the creative economy.
A new Joint Account Flow
An agnostic invite component
Opening a joint bank account was fragmented and required users to do multiple channel switches. On average, it took more than two weeks to complete a flow! NPS was very low.
Rather than patching the existing flow, I designed an agnostic invitation component, as a standalone module, so other teams across the bank can plug it into any multi-party process without starting from scratch.
Why this matters for TIDAL
This projects clearly shows I am able to zoom out from a problem and make a scalable solution. At a very early stage, I was able to sketch out a vision for a robust, re-usable way of intiving. By being present with the right stakeholders as early as possible, we were able to create tremendous results:
Conversion
Time reduction
NPS
Invitation acceptance screen
Partner invite via QR
Optimising conversion while feeling personal
The onboarding flow used to treat everyone the same. I added a intent-driven onboarding engine to it, asking about the user and their interests, so wecould route people into paths that actually matched their situation. This was thouroughly tested with users
Why this matters for TIDAL
You are looking for a partner with Product & Engineering leadership to shape roadmaps and influence business strategy. This example clearly shows how the power of design can not just make a flow more personal, but it can also influence important KPI's.
Onboarding conversion
Using AI to get accessible
As a11y guild lead, my job is to help teams build accessibility into their work early. I'm writing documentation, running audits and working through the tricky edge cases together. More and earlier, we are using AI to catch accessibility issues as early as we can to make the app accessible to a most users as possible
Why this matters for TIDAL
TIDAL explicitly seeks designers who leverage AI to accelerate team velocity while raising the quality bar across. I am able to lead accessibility through AI-assisted tooling so I can help you build the a world-class product.
Last year we resolved 1,000+ accessibility issues across the app and passed our official audit with zero findings.
Figma Ally Plugin
A Figma plugin I built with AI to help designers document focus order and hand it off to developers more clearly. It automatically scans a design and adds roles, saving lots of time.
Motion & Craft
Just as much as I like to zoom out to systems, I love zooming in to the finest details of user interaction. I wrote ABN AMROs motion guidelines
To deepen brand identity within the UI, I translated one of our core brand promises—'beginnings'—into a signature interaction pattern. By embedding this dynamic behavior across key touchpoints, motion became an extension of our brand voice rather than just decorative polish.
Why this matters for TIDAL
I'm obsessed with details like motion patterns, easings, etc, but also recognise the need for guidelines and consistency. You are looking for someone that can define systems, standards and quality benchmarks at scale. Because you're spread out over more than 60 countries, brand cohesion might be a challenge. This project shows I know how to set a quality bar, spread guidelines and improve consistency across a brand.
- Easing curves tailored to context (enter vs exit vs feedback)
- Reduced-motion support built in from the start
- Token-based durations across iOS, Android, and Web
Motion guidelines documentation — defining how elements enter, exit, and respond.