Kattenburgerstraat 5

1015 JA, Amsterdam

+31 6 360 98 998

24/7 Reachable by phone

Email address


I spent a lot of effort in TRYING to make things feel effortless.

If everything you try works, maybe you are not trying hard enough.

Voice revolutionized the way we interact with technology and each other. We are now in a brand-new age of audio which fueled by the creation of opportunity. 

The audio revolution is a logical response to the fact that today’s consumers expect products and services to be faster, convenient, and if possible hands-free.  

We’re tired of typing, clicking, pressing keypads, reading, and swiping screens. Because it’s not ideal, it’s not particularly natural and it isn’t effortless.

In contrast, whether we’re listening or speaking, audio is an effortless behavior. Besides, audio content is easily accessible, very user-friendly, it isn’t solitary. Audio is hands-free, and it’s no problem to consume audio content while you’re in motion or while we’re doing something else at the same time.

If everything you’ve created works… 

But if everything you try works, maybe you are not trying hard enough. 

Sometimes you are not successful because everything you’ve created works. You are successful because of your user’s willingness and patience to keep trying because it’s worth their time and energy. 


More to explorer

design user testing

Buy Me Breakfast

I know what I am going to do when I am allowed to go to cafes again. I am going to buy myself a delicious breakfast. And I’ll buy you one as well. I am going to look for 5 people. I’ll ask them to test my work. With simple questions I am going to learn about 85% of the usability problems. Not like this: Did this notification sound give you the information you needed in your experience?

blog sonic branding sound design

150 It Is. For now…

“More isn’t always better, Linus. Sometimes it’s just more”. – The Movie Sabrina (1995). Do large communities add more value than smaller ones According to British anthropologist Robin Dunbar, the “magic number” is 150. His theory concludes that we can only really maintain about 150 connections at a time.

blog sonic branding sound design

Sometimes More Is Just More

We can hardly remember a time when all of this wasn’t possible. Online communication tools and social platforms enabled us to develop bigger communities more easily. But do we achieve so much more by making everything bigger? Sometimes people tend to focus so hard on making everything bigger that they lose sight of what’s really important.

contact info

My office is located in the center of Amsterdam. 1015 JA, Kattenburgersrtaat 5. mail@maikelvanderwouden.com

Meet me

I love meeting new people. Contact me any time and we'll try to schedule a meeting in the near future.


Love it, hate it? Read one of my posts, or seen one of my videos? I would be very happy to receive any kind of feedback from you.


Subscribe to my new youtube channel. I will be sharing a weekly video about Voice & Audio Branding