UX RESEARCH • INCLUSIVE DESIGN
Citizens Don't Shop
Municipality of Rotterdam • 2022–2023
The Problem
- — Rotterdam.nl serves 8.8M visitors annually, but its 420 "product pages" (for taxes, parking, trash, ID renewal) were cluttered and inconsistent. Many products were not understood or not even found.
- — The marketing manager proposed a "webshop model" (like Amazon) to modernize the site. But it was unclear whether that model would match the needs and expectations of Rotterdam's citizens—including those with low literacy and limited digital skills.
My Approach
- — I designed and led an inclusive qualitative study (N=36; 25% with low literacy, neurodivergence, or mild intellectual disabilities) using emotion-driven methodology: deep need capture and associative imagery to uncover latent barriers and needs beyond self-reported preferences.
- — Trained research team to execute scenario-based shadowing, analyzing search strategies, and mapping the distinct mental models users revert to when the standard "happy path" fails.
What I Delivered
- — Developed 5 behavioral personas based on information processing styles and emotional needs, distinguishing users who need constant guidance from those scanning for speed.
- — Pivoted the strategy: citizens don't "shop"; they seek compliance and confirmation. Steered the design team away from commercial conversion tactics toward clarity and reassurance at every step.
- — Joined the Design Sprint at client request to ensure research insights shaped strategic decisions.
The Impact
Direct Implementation
of the research led to an improved website for more than 650k citizens
New Standard
The developed personas were reused in subsequent municipal projects beyond the original scope
