About

I'm Guus Baggermans. I help make complex engineering products understandable: to the people who depend on them, the people who buy them, and the agents that operate them alongside us.

Machines have learned to talk in our language. That means simple language and good stories matter even more now.

How I work

I do my best work in the room with the engineers. I learn the jargon first-hand, make things real early, and test them with the people they are for. That's how teams get from "we think this works" to "now we know".

Good engineering rarely sells itself, whether it's to customers or people inside an organization. I turn things that are hard to pitch into a story people want to say Yes to.

Where I've done it

  • 2026–now
    Lead Product Specialist     Grundfos

    I joined Grundfos to bring my experience in innovation and customer-focused design to a field essential to life, and to contribute to work with meaningful impact.

  • 2019–2026
    Principal Designer     argodesign

    Led creative direction and design for different clients in feature animation, geological analysis, home energy, and AI. Also helped shape the studio’s future practice, exploring how emerging technologies could change the way we work.

  • 2015–2019
    Co-founder & partner     Raft

    Co-founded a strategy and design agency in Amsterdam. Worked for different clients in banking, public transport as well as communication.

  • 2010–2015
    Interaction Designer     frog, Amsterdam

    Learned the ropes as an interaction designer, designing screens, flows and prototypes for different clients in spaces like telecom, automotive, retail and smart home.

  • 2003–2009
    MSc Industrial Design     Eindhoven University of Technology

    A Master's in Industrial Design, setting the foundation for designing for both hardware and software that work together.

Fifteen years across very different fields. The contexts change but the approach doesn't.

Feature film animationPublic transportTourismTelecomAutomotiveBankingSolar energyWater managementGeological analysisSmart homeEnterprise AI tooling

Art

I'm also a digital artist. My art explores how we perceive time and impermanence.

See the explorations →

Podcast

Let's Fix Things — Joe Fletcher and I spent a few years assessing the impact of technological innovation on business and design. We were more often skeptical than optimistic.

Writing

I write on Substack about designing with AI, prototyping, design practice and time. Things I'm thinking through by making them.

Subscribe →

Get in touch

Happy to talk about work where a technical product needs to make sense to people and agents alike. Email me or find me on LinkedIn.