Our team
Rany Asmaro
Design Lead
Amsterdam, Netherlands
Rany leads UX and product design at New Site Agency, translating research, user needs and commercial goals into clear, useful digital experiences.
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Strategy through delivery
- Product design
- UX strategy
- Design leadership
- User research
- Interaction design
- Design systems
Rany Asmaro is Design Lead at New Site Agency. He brings more than a decade of UX experience and extensive design-management experience to digital products, combining user-centred thinking with data-informed decision making.
Based in Amsterdam, Rany has worked across complex product environments and multidisciplinary teams. His background includes large-scale consumer platforms, mobility, digital marketplaces and emerging technology, with a consistent focus on making complicated journeys easier to understand and use.
At New Site Agency, Rany shapes product discovery, information architecture, user flows, interaction design, design systems and prototypes. He works closely with strategy and delivery teams so the final experience is coherent for customers and practical for the people operating it.