PROJECT
ABN AMRO Website Overhaul
Company Snapshot
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Industry: Banking & Financial Services
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Market: Dutch and International (B2C & B2B)
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Size: One of the Netherlands' top banks, serving over 5 million clients
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What they offer: A full-service financial institution offering payments, insurance, mortgages, and wealth management to individuals and businesses.
Project Overview
ABN AMRO needed to solve usability problems across its digital banking platforms while building more consistent, holistic branding — including customer personas expressed through photography and imagery, so different customer segments could see themselves reflected in the brand.
Role & Contributions
- Design Systems: Participated in building and scaling the bank's global design system
- Customer Personas Through Photography: Developed visual personas using photography and imagery, helping different segments see themselves reflected in the brand
- Prototyping: Built high-fidelity prototypes for critical user flows
- UX Problem-Solving: Redesigned critical user flows to address usability issues in the digital banking experience
- Digital Brand Integration: Aligned visual design and photography with the brand's digital identity across web platforms, including instructional motion for the Apple Pay launch
