Inge van der Lee

Digital & Innovation

Building bridges between customers and products

‘After studying industrial design and subsequently getting a master’s degree in Design for Interaction, I started working as a UX Designer at a consultancy. While I liked it, I did miss {> designing.<} from the user’s point of view. Oftentimes, I would arrive at a company and the idea for a design was already ready. My job was then to develop that design further and I would leave before it went live.’

Match made in heaven

’What I was really looking for was a place where I could be part of the full process. In other words, first look at what users need and come up with solutions from there. And once your application goes live, what piques my interest is seeing what effect it has. I also preferred to work in a close-knit community, preferably at a company where the user experience had already been further developed. When I listed all of this, an acquaintance of mine immediately said: I know a place. She linked me to one of her own acquaintances: ABN AMRO's Head of UX. There was no vacancy, so I just got in touch. I was invited to an interview not much later.’

‘I started at the bank as a UX Designer, but soon progressed to UX Lead. I'm now managing a team of nine designers. Within our department, we have circles, each with its own focus. My circle focuses on the more complex web products: we design everything after someone logs in for mortgages, investments and pensions. Simply put, the job of a UX Designer is to ensure that we deliver the best possible digital experience for users. I really see us as the linchpin between the bank's products and our customers.’

Roadmap for mortgages

‘In our UX Lab, we analyse the behaviour of customers. It’s where we conduct user interviews and invite people to test updated applications. This is how we try to find out what users need and the problems they encounter. Based on this information, we then add new functionalities to existing products or adapt our current solutions. For example, we recently completely revamped our mortgage application process, the digital step-by-step plan the customer follows when applying for a mortgage.’

Inform, not advise

‘Data is another useful learning tool. For example, we discovered on the basis of data that many of our customers who invest themselves do not do so optimally. This is something that we also see more broadly in the market. How can we ensure that someone accrues a solid portfolio? We’re not always allowed to provide advice to customers, but we are permitted to provide them with insight. And that is precisely the job of a UX Designer: to ensure that the customer draws conclusions based on what they see in our applications.’

‘Our work also often involves dealing with the strict laws and regulations of the Dutch Authority for the Financial Markets (AFM). The entire sector has to comply with these; we’re no exception. For example, the AFM ensures that the costs of a product are transparent, or that we clearly state the risks of a product. The challenge for UX Designers is to translate these rules into our applications, keeping the user in mind.’

Always keep challenging 

‘As UX Lead, I mainly focus on the strategic part of the design work and coaching the other designers. I challenge them to come up with the best possible solutions, in line with the UX standards and with the rules within the bank. I also regularly conduct so-called Together and Better interviews. During these interviews, I evaluate with colleagues the issues they’re encountering, how they want to develop and whether their work is challenging enough.’

Heart of the organisation 

’We’re all working on different projects within our team, meaning everyone does their own thing. Nevertheless, our circle comes together several times per week, and we meet regularly in the UX Clubhouse – a flexible workplace for all designers within the bank. Contrary to what many people think, we are not a separate ”agency”. We actually work closely together with other departments and specialists, such as Copy & Content, UX Research, the front-end teams and the business.’

Well-oiled machine

'I work with a club of excellent designers who I'm immensely proud of. They are all professionals who love the job. Everyone is independent and takes responsibility, so when I'm not there, everything simply keeps going. One colleague has been working here for fifteen years, the other has just started – but we treat each other as equals. That’s something I definitely like about ABN AMRO: it isn’t a hierarchical company at all, especially within product development. I hope to make that clear to other UX staff as well.’ 

Are you curious about where Inge works? Visit our Design page.