Creating an inclusive user experience for the most widely used money service in the Netherlands.
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.
Guided by user research, we created a design inspired by Geldmaat’s familiar ATM experience, focusing on clarity, control, and accessibility. A modular homepage, friendly curves, and personalization options make the site intuitive and welcoming, while an elegant, premium look reinforces trust and meets the needs of every user.
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.
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.