DUO
Bringing clarity to complex services in life-changing situationsOverview
For many users, DUO isn’t just another service.
It’s something they rely on during major life moments—studying, financing education, or navigating financial responsibilities.
Behind the scenes, these services are complex.
Multiple stakeholders, policies, and systems come together in one experience.
This project focused on making that complexity manageable—
for both users and the teams building the product.
The goal
Improve the experience of the Ketenpartnerwebsite for business users by:
bringing structure to complex journeys
aligning multiple stakeholders
and translating user insights into clear product decisions
The aim wasn’t just usability—
but creating clarity in a system shaped by governance, policy, and dependencies.
The challenge
The environment was complex by design.
Multiple stakeholders (chain partners, policy makers, internal teams)
Strong governance and regulatory constraints
Services tied to life-changing situations for users
This meant:
decisions couldn’t be made in isolation
journeys were fragmented across systems
and priorities were not always aligned
The challenge was to create one clear direction within that complexity.
our Approach
The work combined UX research, product thinking, and team alignment.
Embedding research into the workflow
Insights weren’t separate—they were part of how decisions were made.
Continuous collaboration with stakeholders
Direct input into backlog and prioritization
Close alignment with Product Owner and development teams
Structuring complexity
To bring clarity, we worked on:
customer journeys across services
service blueprints mapping dependencies
identifying gaps and friction across touchpoints
This helped teams understand not just what to build,
but how everything connects.
the Outcome
The biggest impact was not a single feature—
but a clearer way of working.
Better structured backlog and prioritization
Stronger connection between user insight and development
Clearer understanding of end-to-end journeys
Improved alignment across stakeholders
The team was able to move forward with more clarity—
even within a highly complex environment.
the signal
What happens when you bring clarity into a system that’s naturally complex?
Teams stop working in silos.
Decisions become easier to make.
And even the most complicated services start to feel manageable—for both the people building them and the people using them.