In short
SURE is a digital platform concept developed for ABN AMRO that empowers starting freelancers (ZZP’ers) by providing clarity, security, and professionalism in their financial workflows. The platform combines smart contracts, digital invoicing, and network features to address delayed payments and build trust in a rapidly evolving digital economy. SURE is designed to work in tandem with the digital euro, exploring how banking infrastructure can offer support and authority to self-employed professionals.
The problem
Freelancers often face late payments, unclear agreements, and a lack of support when dealing with clients, especially in their early years. While digital tools exist, they are often fragmented, lack trust, or are too complex for non-technical users. The goal of this project was to explore how a platform, supported by a trusted entity like ABN AMRO, could offer freelancers more control over their income, simplify contract creation, and reduce friction in client interactions, without adding technical or emotional stress.
My role
I was responsible for the entire UX process in this project, from deep user research and trend analysis to concept ideation, prototyping, testing, and iteration. I worked in a multidisciplinary team and took the lead on synthesizing feedback, translating needs into tangible features, and making design decisions rooted in empathy. I also created visual assets, structured presentations, and participated in all sprint reviews.
Design process
The project followed an iterative, human-centered design approach spread over multiple sprints. We began by defining core user needs through interviews, surveys, and personas. Early concepts such as Mattie, Shield, and Token were developed, with a focus on payment security and transparency.
From there, we explored the boundaries of technical feasibility and emotional trust. Our first prototypes centered around smart contract creation and invoice assurance. Testing showed that while smart contracts were valuable, they needed better explanation, clearer flow, and a more accessible UI.
Using co-creation sessions, card sorting, and affinity mapping, we restructured the platform to emphasize ease of use, network value, and recognizability. We continuously tested reminders, onboarding flows, and visual tone. Through feedback from real ZZP’ers, we refined key aspects such as tone of voice (“SURE feels optional, ABN-AMRO feels obligatory”), button visibility, and the emotional weight of reminders.
We gradually transitioned from pure financial control to a multi-purpose platform for digital administration, customer engagement, and professional networking, all under the SURE brand, supported by ABN AMRO’s authority.
Solution
SURE is a digital platform that helps freelancers create and manage smart contracts and invoices, track their status, and receive clear, actionable payment reminders. It also offers networking features and integrates payment assurance via the digital euro.
With a user-friendly design and the authority of ABN AMRO behind it, SURE gives freelancers more control and confidence in their financial processes. User testing showed that it reduces stress and encourages faster action, proving that thoughtful design can turn administrative tasks into a supportive experience.
