I make AI-generated product design worth shipping.
Superflow is the product design studio of Bart Van Hecke, a senior UX/UI designer with 20+ years of experience. I help SaaS startups and scaleups decide which AI-generated design and code is good enough to ship, and I manage the design systems that keep it consistent.
- Product Experience Designer for (multi-product) SaaS
- Shaped customer experience strategy at TenX
- Led an 18-person creative team at RMDY & Continuous
- Launched a VR Product at Abilitee
- Experience
- 20+ years
- Focus
- SaaS Product Experience
- Clients
- Tech Startups & Scaleups
- Work Region
- Ghent, Belgium
What Superflow stands for
Four positions, held on every project.
How this shapes my processAI-enabled, not AI-replaced.
I use Figma MCP and Claude Code to move fast. The value is in steering and judging their output.
Apps over websites.
I design product experience for SaaS platforms and multi-product ecosystems, not marketing sites.
Systems over screens.
Tokens, components and state logic let product teams move independently without breaking consistency.
Pragmatic, not hype-driven
I track AI tooling closely and adopt only what pays off now. Depth in few tools beats breadth in many.
Why Superflow exists
AI made design fast. It didn't make it good.
AI now generates interfaces, components and full workflows in minutes. Production is no longer the bottleneck. Judgment is: knowing what fits the architecture, what scales and what to reject.
Teams that ship AI output without that judgment build design debt faster than ever. I started Superflow to be the decision layer between AI speed and a product people trust.
“The value isn't the AI. It's knowing what to keep.”
Clients
Products I've shaped
See all work
FAQ
About Superflow
Who is behind Superflow?
Superflow is Bart Van Hecke, a product designer with more than 20 years of experience in SaaS product experience and design systems. I work as the judgment layer on top of AI-generated design and code, for startups and scaleups.
Where is Superflow based?
Superflow is based in Ghent, Belgium, and mainly works with SaaS teams across Flanders. Most work happens remotely, with regular full-day on-site sessions when they add value.
Is Superflow a freelancer or a studio?
Both, by design. I lead every engagement personally. When a project needs other expertise, such as branding or marketing, I bring in trusted specialists from my network. The goal is a small studio of senior experts working under one standard.
Which tools does Superflow use?
Whatever fits the job. Today that means Figma, Figma MCP and Claude Code, VSCode or Codex for design and AI-assisted builds, and Vue.js with GitHub for production work. Tools change as better ones arrive. The judgment behind them doesn’t.
In which languages does Superflow work?
Superflow works in English and Dutch, but both French and Spanish are available as well.
Tell me what you're building.
A 30-minute call. You leave with an honest view of what holds up, what doesn't and where AI can take work off your team.
Book a call