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Hi, I'm Guido!

I have a background in Applied Cognitive Psychology and work in E-commerce to improve customer experiences and drive continuous business improvements. Which usually involves doing (user)research and looking at a lot of data. I love testing hypotheses about human behavior in online environments while I also love to be involved in building real life communities.

To answer a common question right out of the gate: Yes, the X in my name is not just there for decorative reasons: my second name is Xavier!


I was born in 1982 in Zwolle, in the Netherlands. I lived in Hattem, Tiel, Amersfoort, Utrecht, Breukelen (yes, Brooklyn), Hoofddorp, Amsterdam and I now live in Ouderkerk aan de Amstel (a suburb of Amsterdam).

Until 2004 I spent most of my time swimming, won several Dutch championships and participated in European championship tournaments.

Guido swimming
Young Guido Swimming


I studied Applied Cognitive Psychology at the University of Utrecht. I was board member of the Student Group of Social Sciences (SGS) in 2006/2007. For more info about my study/CV you can take a look at my LinkedIn Profile.

Professional Experience

  • I have spent the past decade working on improving digital customer experiences;
  • Working with mixed teams of stakeholders, analysts, researchers, ux/ui designers and developers, both locally and internationally;
  • Setting up and leading user experience and conversion optimisation teams;
  • Setting up usability and A/B testing procedures;
  • Advance and empower team members through open collaboration, education and thought leadership;
  • Sharing knowledge: blogging and speaking about E-commerce, (Online) Psychology, digital user experience and community building at conferences around the world.

Online Communities and Events

My main involvement lies with web-based software applications and the communities involved with it. I founded one of the largest local Joomla! communities worldwide and I was a Dutch translation coordinator for the platform for quite some time. I also organized the two-day event Joomladays in 2009.

I switched focus to e-commerce and between 2008 and 2021 focussed on one system in particular: Magento.  I organized the first worldwide Meet Magento event in 2009, organized 11 events in total and expanded the conference to over 550 yearly participants. This makes it one of the biggest Magento events worldwide and the start of a global movement of over 60 events.

In 2021 it was time to focus on something new and I became the Global Business & Technology Evangelist at the digital commerce visionairy Spryker.

Mailchimp hats
Group photo at Meet Magento Belarus
Guido & Roy
Guido presenting

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Keynote Speaker

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I speak at various international events every month and I'm regularly awarded as the best and most engaging speaker of the event. Send me your details and we'll get your event on my schedule!