Jelle Pieter de Graaf🇳🇱
Design System Lead at Booking.com / FareHarbor
About Jelle Pieter de Graaf
Design System Lead at Booking.com / FareHarbor
Hi, I’m Jelle — a design lead with a systems mindset.
Over the past decade, I’ve worked at the intersection of product design, systems thinking, and design ops—scaling design systems across companies like Booking.com, NS Dutch Railways, Moonpig Group and LeasePlan. I specialize in turning design into a strategic capability—bridging the gap between visual craft and operational excellence.
I believe that interfaces are temporary, but systems are lasting. A good design system does more than document components—it empowers teams, scales design principles across products, and creates shared language between disciplines. Whether it’s shaping tokens and theming, building multi-brand capabilities, or mentoring teams through change, I bring a pragmatic, data-informed approach that connects design intent with real business value.
As a mentor, I’m here for anyone navigating system growth, struggling with adoption, or transitioning from product design into systems or ops. I love coaching others on strategy, documentation, stakeholder buy-in, or just figuring out the next right step in your journey.
Let’s build something that lasts.
Expertise
Sessions with Jelle Pieter de Graaf
- Mentorship Session (30 min): Mentorship session
What mentees say
“Very positive response and yet giving constructive feedback! I get a lot of insight from Jelle from my portfolio enhancement :D”
“Jelle is a very attentive listener and helped me dig into the steps around the data visualisation process. It was an invigorating chat!”
“This was a very insightful session on design system ownership. It gave me some clarity and practical direction. Exactly what I needed at this stage. Thank you, Jelle!”