Helping to inform and guide for enterprise
Client
Kamer van Koophandel (KVK)
Role
Senior Product Designer
Industry
Public Administration
Timeline
2024 - Ongoing · X mos
Every entrepreneur starting a business in the Netherlands must register at the Netherlands Chamber of Commerce (KVK)—a process that historically involved complex paperwork, long phone calls, and in-person appointments. As Senior Product Designer, I led end-to-end design for the online registration experience, balancing user needs with legal requirements, technical constraints, and the long-term ambition to modernise (digital) government services to serve over 2,5 million registered companies.
Helping to inform and guide for enterprise
Client
Kamer van Koophandel
Role
Senior Product Designer
Industry
Public Administration
Timeline
2024 - Ongoing · X mos
Every entrepreneur starting a business in the Netherlands must register at the Netherlands Chamber of Commerce (KVK)—a process that historically involved complex paperwork, long phone calls, and in-person appointments. As Senior Product Designer, I led end-to-end design for the online registration experience, balancing user needs with legal requirements, technical constraints, and the long-term ambition to modernise (digital) government services to serve over 2,5 million registered companies.
Helping to inform and guide for enterprise
Client
Kamer van Koophandel (KVK)
Role
Senior Product Designer
Industry
Public Administration
Timeline
2024 - Ongoing · X mos
Every entrepreneur starting a business in the Netherlands must register at the Netherlands Chamber of Commerce (KVK)—a process that historically involved complex paperwork, long phone calls, and in-person appointments. As Senior Product Designer, I led end-to-end design for the online registration experience, balancing user needs with legal requirements, technical constraints, and the long-term ambition to modernise (digital) government services to serve over 2,5 million registered companies.
Transitioning to design for the public sector
After five years of designing for private sector clients—large businesses to startups and scale-ups—I made a deliberate career move into public service. KVK's mission of "Humanising Government" resonated deeply, and the potential social impact of modernising government services motivated me. The transition was significant, moving from small external teams and fast-paced lean UX sprints to a complex agile organisation and large internal product teams with multiple stakeholder groups, and a dynamic influenced by legal mandates and politics.
Transitioning to design for the public sector
After five years of designing for private sector clients—large businesses to startups and scale-ups—I made a deliberate career move into public service. KVK's mission of "Humanising Government" resonated deeply, and the potential social impact of modernising government services motivated me. The transition was significant, moving from small external teams and fast-paced lean UX sprints to a complex agile organisation and large internal product teams with multiple stakeholder groups, and a dynamic influenced by legal mandates and politics.
Transitioning to design for the public sector
After five years of designing for private sector clients—large businesses to startups and scale-ups—I made a deliberate career move into public service. KVK's mission of "Humanising Government" resonated deeply, and the potential social impact of modernising government services motivated me. The transition was significant, moving from small external teams and fast-paced lean UX sprints to a complex agile organisation and large internal product teams with multiple stakeholder groups, and a dynamic influenced by legal mandates and politics.
Our mission: ‘Humanizing Government’—ensuring a government where people are (once again) central in policy and implementation, and which is agile and innovative.
Our mission: ‘Humanizing Government’—ensuring a government where people are (once again) central in policy and implementation, and which is agile and innovative.
The problem: A critical service struggling with complexity
Starting a business should be an exciting moment, but data analysis and user research show that most website content isn't being visited – users are overwhelmed by navigating a sea of impersonal, legal information and dry content. Thousands of (aspiring) entrepreneurs decide to call out of worry and confusion. This leads to inconsistent user experiences across various products and services. Users struggle with legal terminology and get stuck in applications. This fragmented journey forces users to switch between the website, forms, appointments, and phone support.
The problem: A critical service struggling with complexity
Starting a business should be an exciting moment, but data analysis and user research show that most website content isn't being visited – users are overwhelmed by navigating a sea of impersonal, legal information and dry content. Thousands of (aspiring) entrepreneurs decide to call out of worry and confusion. This leads to inconsistent user experiences across various products and services. Users struggle with legal terminology and get stuck in applications. This fragmented journey forces users to switch between the website, forms, appointments, and phone support.
The problem: A critical service struggling with complexity
Starting a business should be an exciting moment, but data analysis and user research show that most website content isn't being visited – users are overwhelmed by navigating a sea of impersonal, legal information and dry content. Thousands of (aspiring) entrepreneurs decide to call out of worry and confusion. This leads to inconsistent user experiences across various products and services. Users struggle with legal terminology and get stuck in applications. This fragmented journey forces users to switch between the website, forms, appointments, and phone support.
Landing page for everything registration at KVK
Landing page for everything registration at KVK
Landing page for everything registration at KVK
Strategic objectives
01
01
Providing aspiring entrepreneurs with clear information and appropriate guidance from the beginning, enabling them to make a well-informed decision about whether or not to start a business.
02
02
Providing personalised support during the registration process and automatically route starting entrepreneurs to appropriate guidance and information that meets their needs.
03
03
Entrepreneurs, with the right basic knowledge, will launch their business and experience the Chamber of Commerce as a relevant partner – from the start to the further development of their business.
Entrepreneurs, with the right basic knowledge, will launch their business and experience the Chamber of Commerce as a relevant partner – from the start to the further development of their business.
04
04
KVK's services are modular, and employees are fully digitally supported, allowing the business to respond flexibly and proactively to clients' needs.
Contextmap of aspiring enthrepeneur
Contextmap of aspiring enthrepeneur
Contextmap of aspiring enthrepeneur
Advocating for the user in a complex organization
One of my most important roles was being the voice of the user in product teams, panels, and work groups full of stakeholders with competing priorities. Legal: "Are we using official terminology to ensure compliance?" Product: "Users keep choosing wrong, causing support calls." Engineering: "Changing the form logic is complex and expensive." Business: "We need to hit our Q4 targets; no time for redesign." I would question, suggest, and stand for people who start a business.
Advocating for the user in a complex organization
One of my most important roles was being the voice of the user in product teams, panels, and work groups full of stakeholders with competing priorities. Legal: "Are we using official terminology to ensure compliance?" Product: "Users keep choosing wrong, causing support calls." Engineering: "Changing the form logic is complex and expensive." Business: "We need to hit our Q4 targets; no time for redesign." I would question, suggest, and stand for people who start a business.
Advocating for the user in a complex organization
One of my most important roles was being the voice of the user in product teams, panels, and work groups full of stakeholders with competing priorities. Legal: "Are we using official terminology to ensure compliance?" Product: "Users keep choosing wrong, causing support calls." Engineering: "Changing the form logic is complex and expensive." Business: "We need to hit our Q4 targets; no time for redesign." I would question, suggest, and stand for people who start a business.
Design principles of registration as a product
Design principles of registration as a product
Design principles of registration as a product
Building Research & Testing Capability
My approach: I learned to translate between these perspectives, showing each stakeholder "their side of the cube" while ensuring we all moved toward the same solution. For engineers, I created detailed interaction specifications with edge cases documented. For legal, I showed exactly where we'd surface required disclosures. For PMs, I demonstrated how UX improvements would hit their metrics. The key was creating artefacts that spoke multiple languages: prototypes, wireflows, technical specifications, and user journey maps all telling the same story from different angles.
Building Research & Testing Capability
My approach: I learned to translate between these perspectives, showing each stakeholder "their side of the cube" while ensuring we all moved toward the same solution. For engineers, I created detailed interaction specifications with edge cases documented. For legal, I showed exactly where we'd surface required disclosures. For PMs, I demonstrated how UX improvements would hit their metrics. The key was creating artefacts that spoke multiple languages: prototypes, wireflows, technical specifications, and user journey maps all telling the same story from different angles.
Building Research & Testing Capability
My approach: I learned to translate between these perspectives, showing each stakeholder "their side of the cube" while ensuring we all moved toward the same solution. For engineers, I created detailed interaction specifications with edge cases documented. For legal, I showed exactly where we'd surface required disclosures. For PMs, I demonstrated how UX improvements would hit their metrics. The key was creating artefacts that spoke multiple languages: prototypes, wireflows, technical specifications, and user journey maps all telling the same story from different angles.
High-level registration process visualization
High-level registration process visualization
High-level registration process visualization
Meeting legal, privacy, and accessibility requirements
Accessibility (WCAG 2.1 AA): Tested with screen readers (NVDA, JAWS). Verified keyboard navigation. Ensured sufficient colour contrast (4.5:1 minimum). Added meaningful alt text and ARIA labels. Validated with automated tools (Axe, Wave) and manual testing. Privacy (GDPR & AVG): Worked with the Data Protection Officer on data minimisation. Ensured clear consent mechanisms, designed transparent data usage explanations implemented privacy-by-design principles. Legal compliance: Reviewed all copy with the legal team to ensure accuracy. Surfaced required disclosures at appropriate moments. Documented audit trail for regulatory requirements. Ensured forms met official government standards
Meeting legal, privacy, and accessibility requirements
Accessibility (WCAG 2.1 AA): Tested with screen readers (NVDA, JAWS). Verified keyboard navigation. Ensured sufficient colour contrast (4.5:1 minimum). Added meaningful alt text and ARIA labels. Validated with automated tools (Axe, Wave) and manual testing. Privacy (GDPR & AVG): Worked with the Data Protection Officer on data minimisation. Ensured clear consent mechanisms, designed transparent data usage explanations implemented privacy-by-design principles. Legal compliance: Reviewed all copy with the legal team to ensure accuracy. Surfaced required disclosures at appropriate moments. Documented audit trail for regulatory requirements. Ensured forms met official government standards
Meeting legal, privacy, and accessibility requirements
Accessibility (WCAG 2.1 AA): Tested with screen readers (NVDA, JAWS). Verified keyboard navigation. Ensured sufficient colour contrast (4.5:1 minimum). Added meaningful alt text and ARIA labels. Validated with automated tools (Axe, Wave) and manual testing. Privacy (GDPR & AVG): Worked with the Data Protection Officer on data minimisation. Ensured clear consent mechanisms, designed transparent data usage explanations implemented privacy-by-design principles. Legal compliance: Reviewed all copy with the legal team to ensure accuracy. Surfaced required disclosures at appropriate moments. Documented audit trail for regulatory requirements. Ensured forms met official government standards
Final version of read-for-development prototype
Final version of read-for-development prototype
Final version of read-for-development prototype
Extending Trinity design system
The existing Trinity design system covered basic UI components but lacked patterns for complex forms and specific applications. I contributed to the early exploration of guidelines. And helped shape documentation around patterns like multi-step forms, progress indications and saving data during steps. Including examples for conditional logic guidelines for showing/hiding fields based on user input.
Extending Trinity design system
The existing Trinity design system covered basic UI components but lacked patterns for complex forms and specific applications. I contributed to the early exploration of guidelines. And helped shape documentation around patterns like multi-step forms, progress indications and saving data during steps. Including examples for conditional logic guidelines for showing/hiding fields based on user input.
Extending Trinity design system
The existing Trinity design system covered basic UI components but lacked patterns for complex forms and specific applications. I contributed to the early exploration of guidelines. And helped shape documentation around patterns like multi-step forms, progress indications and saving data during steps. Including examples for conditional logic guidelines for showing/hiding fields based on user input.
Imagining the ideal customer journey
Beyond day-to-day improvements, I led strategic vision work to visualise ambitions and align the organisation around long-term goals. A multi-year program was initiated to contribute to modernising the government services. I delivered a concept car in a series of workshops with 15+ senior stakeholders from across KVK to co-create a vision for 'Starting a Business in 2028'. The ideal customer journey touches themes such as centralisation, personalisation, modularity and information & advice.
Imagining the ideal customer journey
Beyond day-to-day improvements, I led strategic vision work to visualise ambitions and align the organisation around long-term goals. A multi-year program was initiated to contribute to modernising the government services. I delivered a concept car in a series of workshops with 15+ senior stakeholders from across KVK to co-create a vision for 'Starting a Business in 2028'. The ideal customer journey touches themes such as centralisation, personalisation, modularity and information & advice.
Imagining the ideal customer journey
Beyond day-to-day improvements, I led strategic vision work to visualise ambitions and align the organisation around long-term goals. A multi-year program was initiated to contribute to modernising the government services. I delivered a concept car in a series of workshops with 15+ senior stakeholders from across KVK to co-create a vision for 'Starting a Business in 2028'. The ideal customer journey touches themes such as centralisation, personalisation, modularity and information & advice.
KVK events for people starting a business
KVK events for people starting a business
KVK events for people starting a business
Shaping the evolution of registration
Working towards tangible results and making impact: - 3M+ website visitors per year - 300K+ online registrations per year - 10K+ reduction in calls per year
Shaping the evolution of registration
Working towards tangible results and making impact: - 3M+ website visitors per year - 300K+ online registrations per year - 10K+ reduction in calls per year
Shaping the evolution of registration
Working towards tangible results and making impact: - 3M+ website visitors per year - 300K+ online registrations per year - 10K+ reduction in calls per year
Outcomes
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
350K
+
Annual online registrations
Offering information, guidance, and support for people who register a company at the Dutch chamber of commerce.
95
%
Customer effort score
Registering a company online has the highest rating of any KVK digital service. Users consistently praise ease of the process.
20K
+
Reduction in phone-calls
Exceeded yearly goals through self-service. Increasing operational savings, and freeing up staff for high-value support
3M
+
Annual website visitors
Launched features while keeping services available and operational. Maintaining performance and accessibility standards.
Learnings
What I’ve learned is the power of storytelling; advocating for ideas, creating visibility, and inspiring people in a complex agile organisation. By shifting from operational to more tactical and strategic thinking; setting the vision, creating momentum, planning work, defining goals & metrics. People are different, they all see other sides of a ‘Rubix cube’. You have to learn which side to show them so they realise when they're talking we're all talking about the same thing with different views.
Learnings
What I’ve learned is the power of storytelling; advocating for ideas, creating visibility, and inspiring people in a complex agile organisation. By shifting from operational to more tactical and strategic thinking; setting the vision, creating momentum, planning work, defining goals & metrics. People are different, they all see other sides of a ‘Rubix cube’. You have to learn which side to show them so they realise when they're talking we're all talking about the same thing with different views.
Learnings
What I’ve learned is the power of storytelling; advocating for ideas, creating visibility, and inspiring people in a complex agile organisation. By shifting from operational to more tactical and strategic thinking; setting the vision, creating momentum, planning work, defining goals & metrics. People are different, they all see other sides of a ‘Rubix cube’. You have to learn which side to show them so they realise when they're talking we're all talking about the same thing with different views.
The unique challenge and reward of public sector design
Government services aren't optional. If KVK's registration process is broken, entrepreneurs can't just choose a competitor—they're stuck with us. That's a sobering responsibility.
But it's also deeply rewarding. Every improvement to this registration experience affects hundreds of thousands of entrepreneurs starting businesses, creating jobs, contributing to the economy. The impact is tangible, meaningful, and lasting.
Designing for government taught me humility (you can't move as fast as you want), patience (change takes time in large organizations), and persistence (keep advocating even when progress feels slow). Most importantly, it taught me the profound impact design can have when applied to services everyone needs.
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Credits
Credits
Credits
Frank De Wit – Design Manager & Consultant • Mark van Uum – Product Designer & Product Owner • Jasper Velten – Product Manager • Wouter van der Kamp – Design Manager • Tesja Bonnie – UX Writer • Coen Roorda – Customer Journey Expert • Susanne Moerings – Service Designer • Dean Koster – Back-end Engineer • Youssef Ibrahimi – Scrum Master • Tobias de Kruijf – Project Manager • Others I didn’t mention – you know who you are.
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