Digital • Strategy
Geldmaat is an initiative by ABN AMRO, ING, and Rabobank. Five years ago, these banks unified their ATMs under the Geldmaat brand. Since then, their mission has been to make cash accessible within a 5km reach to everyone in the Netherlands. To improve communication with various user groups, they needed a website update that highlights their key role and focus on inclusivity.
The goal was to deliver a tailored, accessible experience for each user group, aligning with Geldmaat’s vision of becoming a globally recognized leader in ATM services. By designing a fully accessible, intuitive, and user-centered website, we aimed to solidify Geldmaat’s authority in the industry.
In short: how do we create a user-friendly and clear website that maintains the recognizable Geldmaat style?
Collaborating with my team's strategist, we conducted a thorough stakeholder analysis and worked closely with Geldmaat to identify and understand their target audiences. Through joint sessions, we created personas and mapped user journeys to ensure every visitor's unique needs were addressed.
Inspired by ATM interfaces, this design concept brings the familiarity of ATM navigation to a digital experience. The homepage offers a clear, structured overview of the site’s key sections, giving users the ability to choose their path from the start. This approach reinforces a sense of control, catering to the diverse needs of all users while reducing mental load.
Mimicking the characteristic yellow border and friendly curves of Geldmaat's ATM machines, users feel welcome and in control. The interface is modular, accessible, and visually appealing, with information presented in concise, digestible sections. Users can personalize their interface, further enhancing usability and reinforcing Geldmaat’s established brand trust. With an elegant and premium design, the website combines simplicity with a professional edge, making it intuitive for every visitor.
Step 3: Design principles and key questions
Grounded in our research, I established three core design principles to guide the concept and build user trust. Each principle reflects Geldmaat’s values of accessibility, reliability, and usability.
People First: Accessible across all devices, for all users
Consistency is Key: A cohesive experience throughout
Reduce Cognitive Load: Clear, simplified navigation
Key questions that shaped our approach:
How can we maintain simplicity while providing varied information for different users?
How can we ensure consistency without compromising the unique needs of each user group?
How can we design an accessible, visually engaging website that reinforces professionalism?
Step 4: Design and delivery
I was responsible for the complete visual outcome of the website. I worked from beginning to end on the final design concept, UI, client presentations and also took part in strategic sessions.