Good afternoon
From noise to direction.
I’m Bianca van de Kuil, product lead for digital platforms. For more than twelve years I’ve been steering complex digital platforms, from B2B self-service to e-commerce and content platforms, at KPN, Delta Fiber, Odido and WPG Uitgevers. I turn vision into a roadmap people stand behind and build self-organising teams, across suppliers and chain partners too.
Release notes. My career, documented like a good product: release by release.
Planned
Shipped
No releases found.
Your organisation?
Product lead
Breaking change: steers the portfolio and product direction, not a single backlog.
Information
KPN
Product lead OneBase (formally product owner)
Vision, roadmap and platform management for OneBase, the B2B self-service platform where partners and administrators of large business customers configure technical products themselves. Team of 15.
Changelog
- AddedA platform vision: one shell with microfrontends. From 2027, OneBase functionality becomes available to direct business customers through Mijn KPN Zakelijk.
- AddedAn AI assistant with the full documentation as its knowledge base, and AI-driven release notes and What’s new articles.
- ImprovedSelf-organisation: the Business Analyst and Tech Leads take the lead, with clear roles and decision-making.
- FixedThe weekly P1s from last summer no longer occur. Incidents fell by more than 20% year on year and delivery is more predictable.
- ImprovedDependencies on back-end domains are visible, strengthening collaboration on performance, error handling and data flows.
Information
Delta Fiber
Product owner middleware
Product direction for the middleware within the Wholesale Agile Release Train (SAFe), with many chain dependencies. Team of 16.
Changelog
- ImprovedOne team in which every technical design depended on a single Tech Lead, split into two teams, each with its own scope and Tech Lead.
- AddedOne shared roadmap for business value, technical feasibility and chain dependencies.
- ImprovedBetter prioritisation and decision-making within SAFe.
- FixedA technical design that rested on one person. Processes became more reliable and delivery more predictable.
Information
T-Mobile / Odido
Product owner CMS and self-service
Modernising the CMS landscape and the B2C self-service (My T-Mobile/Odido) during the move from T-Mobile to Odido. Three teams, more than twenty people.
Changelog
- ShippedIn two years, the migration of T-Mobile, Tele2 and Ben.nl to the headless CMS Storyblok. Live at the same time as the launch of Odido.nl, with hardly any bugs.
- AddedOne headless platform instead of separate CMS environments per brand, built with the editors as the main users.
- ImprovedDeveloper experience: standards and a design system that is easy to adopt.
- ShippedA POC with McKinsey on the hardest customer journey, becoming an Odido Thuis customer. More insight into the process cut drop-off by 10%.
Information
WPG Uitgevers
Team lead and product owner
Ultimately responsible for the digital portfolio, with B2C e-commerce platforms at its core. Led around 15 internal and external developers.
Changelog
- AddedInternal multidisciplinary teams instead of supplier-driven development, with knowledge and responsibility inside the organisation.
- AddedScrum and dual-track agile, so discovery got a clear place.
- ImprovedCoherence across apps, websites, e-commerce platforms and integrations. User value, commercial interests and capacity were connected.
- FixedThe dependency on external suppliers.
Information
Bianca is online
Own practice
Product vision, stakeholder management and delivery for Kennisnet, ICAS and Koeka among others, alongside the assignments above.
Information
Bindinc.
Product owner
Product direction, innovation and coordination of multidisciplinary teams and suppliers, using Lean Product Development.
Information
Artificial Industry, Cow Hills
Front-end developer and functional engineer
I started out in code. That’s why I still speak fluent developer.
Information
Acceptance criteria. When is my next assignment a success? This is how I’d write it down.
- Feature: Product lead
- Scenario: Direction
- Given an organisation with several teams, plenty of stakeholders and a roadmap pulling in every direction
- When I start as product lead
- Then there is one product direction that business and IT both stand behind
- Scenario: Ownership
- Given product owners and teams who can do more than they’re currently allowed to
- When I coach them and clarify roles
- Then they make sharper choices themselves
- Scenario: Decisions
- Given a meeting without a decision
- When I join
- Then it ends with a decision. And an owner.
- Scenario: AI
- Given documentation and processes with a lot of manual work in them
- When I put AI to work in the product
- Then it takes work off the hands of users and teams
- Scenario: Hallucinations
- Given an AI that is absolutely sure it’s right
- When I ask for the source
- Then the human stays in the loop. Usually me.
Specifications. What’s in the box.
- Role
- Product lead, product owner
- Strengths
- Strategic product direction
- Platform and portfolio management
- Roadmapping
- Stakeholder management
- Leadership and coaching
- Business–IT alignment
- Product discovery
- AI products and GenAI
- Domains
- Digital self-service
- E-commerce
- Content platforms (CMS)
- Customer journeys
- Developer experience and design systems
- Ways of working
- Scrum
- SAFe
- Kanban
- Design Thinking
- Customer journey mapping
- User research
- Tools
- Azure DevOps
- Jira
- Confluence
- Miro
- Figma
- Storyblok
- Claude
- Copilot
- ChatGPT
- Certificates
- Professional Product Owner I and II
- Professional Scrum Master I
- Jira Software Fundamentals
- Education
- Bachelor in Digital Communication, HU University of Applied Sciences Utrecht
- Languages
- Dutch (native), English (C1)
- Based in
- Leusden, the Netherlands
Outtakes. Who I am outside the backlog.
BVK-2027
Product lead for your organisation
Ready for pickup
What problem are we actually solving?
Roadmap
Now
OneBase, KPN
Next
Product lead
Later
You tell me
PSPOII
Breaking change
Feel free to move things around.
Product discovery. A wink at my work: first see if there is demand, then build.
A product lead on subscription. A fixed half day a week of direction for your noise, without long contracts.