About
I make AI-generated product design worth shipping.
Superflow is the independent product design practice of Bart Van Hecke, a fractional product design lead with 20+ years of experience, based in Ghent, Belgium. I help SaaS startups and scaleups decide which AI-generated design and code is good enough to ship, and I manage the design systems that keep it consistent.
- Fractional Product Design Lead for (multi-product) SaaS
- Shaped customer experience strategy at TenX
- Led an 18-person creative team at RMDY & Continuous
- Launched a VR Product at Abilitee
- Experience
- 20+ years
- Focus
- SaaS Product Experience
- Clients
- Tech Startups & Scaleups
- Work Region
- Ghent, Belgium
What Superflow stands for
Five principles, held on every project.
How this shapes my processAI-enabled, not AI-replaced.
AI speeds up the work. Every decision that reaches your product is still made by a person.
Apps over websites.
I design products people use every day, not pages they visit once.
Systems over screens.
Every screen becomes part of a system your team can reuse and extend, with or without me.
Simplest viable solution.
If a simpler approach does the job, that’s the one I recommend. Fewer tools, fewer steps, less to maintain.
Pragmatic, not hype-driven.
New tools earn a place in my workflow when they prove useful in real work, not when they trend.
Why Superflow exists
AI made design fast. It didn't make it good.
AI now generates interfaces, components and full workflows in minutes. Production is no longer the bottleneck. Judgment is: knowing what fits the architecture, what scales and what to reject.
Teams that ship AI output without that judgment build design debt faster than ever. I started Superflow to be the decision layer between AI speed and a product people trust.
“The value isn't the AI. It's knowing what to keep.”
Clients
Products I've shaped
See all work
Faq
About Superflow
Who is behind Superflow?
Superflow is the independent product design practice of Bart Van Hecke, a fractional product design lead for SaaS startups and scaleups building with AI. With more than 20 years in SaaS product experience and design systems, I work as the judgment layer on top of AI-generated design and code, for startups and scaleups.
Where is Superflow based?
I'm based in Ghent, Belgium, and work hybrid with SaaS teams across Flanders. I like to spend full days on-site, especially early in a project. Ongoing collaboration works remotely, and I've worked with clients abroad that way.
Is Superflow a freelancer or a studio?
Superflow is me, working independently. I do every engagement myself. When a project needs other expertise, such as branding or marketing, I bring in trusted specialists from my network and stay accountable for the result.
In which languages does Superflow work?
I work in English and Dutch, and also in French and Spanish.
Tell me what you're building.
One free hour on your product. You leave with an honest view of what holds up, what doesn't and where AI can take work off your team.
Book a free sparring session