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ABN AMRO needed a strategic revamp of its Payments and Insurance section to enhance usability, empower customers with self-service solutions, and reduce reliance on call centers and in-branch visits. The goal was to create a seamless, user-centric digital experience that enables clients to resolve issues, subscribe to services, and manage declarations without friction. Additionally, the website had to be designed for clear user identification, helping customers recognize their needs and select the right financial products tailored to their lifestyle and life stage.This project extended beyond UX/UI into brand storytelling, developing personas that drive engagement and identification. By crafting a narrative-driven UX, the platform personalized its approach, guiding users through the decision-making process with clarity and relevance.