Questions founders ask

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.

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.

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.

Superflow works in English and Dutch, but both French and Spanish are available as well.

We spend one hour on one flow, screen or workflow question from your product. I give concrete UX and workflow advice, and you get three written takeaways afterwards. If there's a next step, I propose a scope and budget.

I start with a product diagnosis, not a design sprint. In one to two weeks I audit your product, your design system and the way design turns into code. I also map where AI is already part of your workflow. You get a clear diagnosis and a prioritized roadmap: what’s slowing you down and what to fix first.

Both. Most product problems don’t come from bad screens. They come from how design, development and AI-generated output connect, or fail to connect. I talk to founders, product leads and developers, and I review your codebase structure alongside your designs. Good design decisions need that full picture.

A foundation your team can build on. Typically that’s a design system that serves as the single source of truth for designers, developers and AI agents. I take one real feature through the new workflow end to end. That proves the approach works on your product, not in theory.

I set agents up to work from your design system: tokens, components and usage rules they can apply consistently. Then I add review gates, so AI-generated design and code are checked against clear quality criteria before they ship. The AI makes you faster. The judgment keeps your product coherent.

Not to start, but AI output only stays consistent when tokens and components are defined. Without them, every generated screen drifts a little further.

Sometimes you should. If there’s enough design work to fill a full-time role, an in-house designer makes sense. But a hire adds a fixed cost, takes months to get right, and only pays off once you know what the role needs to cover. If you’re not sure yet, start with an outside expert: I bring senior judgment, set up the foundations, and help you decide whether a hire is the right next step. Often the answer is yes. Sometimes it isn’t.

Both, by design. I bring 20+ years of UX and product design experience combined with business and technical fluency. I work at the point where product strategy, design and development meet, because that’s where AI-era products succeed or fall apart.

I’m tool-agnostic: I pick whatever fits your team and keeps the workflow efficient. I do have a preferred stack. Figma holds the design tokens and system. Figma MCP, Claude Code and Codex are my AI agents. Linear or ClickUp handle project management, and GitHub the code. On the frontend I usually work with Vue or React, often with shadcn/ui components, on a Laravel/PHP or Node backend. If your team already uses something else, I adapt to it rather than the other way around.

Yes. I’m not a dedicated brand designer, but I have solid experience in branding and visual identity. I translate your brand into a consistent, scalable UI and design system. If your brand is holding your product back, I’ll tell you and advise on how to evolve it. For larger branding work, I team up with specialists from my network.

Patterns that already work. I work across several SaaS products at once, from HR platforms to AI-powered document processing. I see which design system structures scale, which AI workflows hold up in production and which ones break. I apply what I learn on one project to the next, so you get that experience without paying for the trial and error.

Yes. In a short, free call I get to know your product, your team and where you’re stuck. You’ll leave with an honest view of whether I’m the right fit. If I’m not, I’ll tell you, and point you in a better direction where I can.

Absolutely. Most teams I work with start with a feeling, not a brief: shipping feels slow, the product feels inconsistent or AI output isn’t what they hoped. Figuring out what you actually need is part of my job. That’s exactly what the first call is for.

Yes. Not every team needs a full engagement. A focused assessment of your design-to-dev workflow can be enough: I map what’s slowing you down, propose improvements and set things up so your team can keep working efficiently on its own.

It depends on what you need. A product diagnosis takes one to two weeks. Building the foundation and piloting a first feature typically takes three to six weeks. After that, many clients keep working with me on an ongoing basis, within an agreed scope and budget.

Probably, and I help you get there. Setting up the tooling is the easy part. The ongoing challenge is deciding what’s good, what scales and what to reject when agents produce more than your team can review. That’s where I stay involved.

An ongoing partnership. I take ownership of product experience quality and the design system, and I work with your founder and tech lead on product decisions. I’m not a design agency on standby. Think of me as your fractional product experience lead.

You get one point of contact and a wider bench. Over 20 years I’ve built a network of senior specialists in areas like development, AI engineering, branding and research. When your project needs expertise beyond mine, I bring in the right person. I stay accountable for the result, so you never manage a team of freelancers yourself.

I’m based in Ghent, Belgium, and I work hybrid. Being close to the team makes a real difference, so I like to spend time on-site with clients in Belgium, especially early in a project. Remote works just as well for ongoing collaboration, and I’ve worked with clients abroad that way.

A product diagnosis is a fixed-price engagement with a defined scope. For the work that follows, I agree on a scope together with you and estimate a budget for it. I track my hours transparently against that budget: you can see my timesheets at any time, and every month you get a budget status overview. If I expect to need more than agreed, I’ll tell you early, and I won’t go over budget without your approval. You stay in control of what you spend, without paying for padding built into a fixed price.