The Immigration and Naturalisation Service (IND) is responsible for implementing the admission and naturalisation policy in the Netherlands. The IND processes all applications from foreigners who wish to reside in the Netherlands or become Dutch citizens. With a diverse target audience that includes refugees, students, employers, and employees, the IND needed to optimize its application flows and improve user experience.

Our task was to place the customer first in all digital experiences, transitioning from an inside-out to a user-focused, online-first mindset. We made gathering information easy by implementing scannable content, smart menus, and engaging visuals. Visitors to the website are now quickly guided to the right answers and can directly submit applications online with ease.