Louis Brouwers

Digital & Innovation

Chatbot design: where language, design and psychology meet

‘I studied Industrial Design in Delft and moved on to a Master’s programme that focused more specifically on the interaction between people and design. As a result, I learned about technology, digital innovation and the psychological side of product use. After completing that programme, I started doing some freelance UX work, but I felt that the human aspect in particular was lacking. Also, I just really wanted to work in a team. That’s why I joined ABN AMRO about six years ago.'

Research and design

‘I started in the internal communications department, making the switch to the chatbot team about 5 years ago. It’s a small, relatively autonomous team that’s growing very rapidly. It feels a bit like working for a start-up within the bank. Our product – chatbot Anna – is specifically about the interface between design and psychology. I investigate HOW new technology is used and use the results to come up with new features. I like this combination: designing, but also engaging with end users. As a Senior UX Designer at ABN AMRO, I can think of things and then see them come to life.’

Accessible, yet innovative

‘Our team is at the forefront when it comes to innovation. We constantly have to make choices between what’s technically possible and what people actually need. After all, our solutions must be easy for everyone to use, from young tech entrepreneurs to pensioners. That’s why we design technology at “B1 level”. You may want to get started at any cost with complex innovations, such as generative AI, but they don’t necessarily benefit accessibility. Of course, if it was up to me, I’d rather build only the most advanced solutions – but I’m not the target group. The Netherlands as a whole is.’

Money is emotion

‘What makes working in the financial sector special? Money plays an important role in our daily lives – often in a negative sense. Make sure you’re sitting down for this: more than half of all people in the Netherlands are financially vulnerable or financially unhealthy. This makes money a sensitive topic, and emotions can sometimes run high. As a designer, I therefore find additional motivation in designing solutions that help people. To do this, you must empathise with the users and their personal situations, needs and levels of knowledge. Designers can think of something nice from within their own bubble – but you only see how a feature is really used after you roll it out. That’s where the research side of my work comes in: monitoring whether what you come up with actually works.’  

Content as well as form

‘Your personal development at ABN AMRO can take so many different paths. You’re given the freedom to do what you like and pick what you want. You’re only limited by your ambition. First, you’ll focus on your job, on the content. Once you’ve mastered it, you’ll be given the opportunity to develop other competences. For example, I’ve really taken steps in the areas of leadership and effective cooperation. Another great thing about ABN AMRO is the flexibility it offers. Provided there’s space, I can switch to other departments, such as the app team or brands, just like that. As a result, you can learn an unlimited number of different things.’

Dyed hair

‘People have a certain image of large corporates such as ABN AMRO: going to work in a suit, sharp elbows and little collegiality. But trust me: they’ve got it all wrong. I work in a diverse team of talented, friendly and open-minded designers, from whom I learn a great deal. And as for going to work in a suit? Not a chance. My colleagues walk around in jeans, have dyed hair and tattoos. At ABN AMRO, that’s not a problem.’

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