Role: Senior Product Designer
Client: Bluem, Netherlands
Domain: Fintech, Payment Infrastructure, Identity Verification
Stack: Figma, Framer
Bluem is a Dutch platform for payment and identity services: online payments, SEPA e-mandates, IBAN verification, and KYC/ID verification for regulated businesses. Their flows are embedded into third-party products, which means every edge case, every error state, every compliance requirement has to work without hand-holding from support.
Deliverable: Full website redesign and build in Framer
Live site: bluem.nl
Bluem's website had grown alongside the product without ever being redesigned to match the company's actual scope. By the time the engagement started, Bluem offered four distinct service areas: Payments, Identity, Compliance, and Creditworthiness. The site showed none of that clearly.
Visitors landing on the homepage couldn't quickly understand what Bluem actually offered. The product range was buried in navigation, service areas felt disconnected, and the visual hierarchy didn't reflect the platform's breadth. For a B2B fintech selling to procurement teams, legal departments, and technical buyers, that ambiguity was costly. Prospects couldn't self-serve their evaluation — sales had to do the work the website should have done.
Old Bluem site
On top of that, the existing site required developer involvement for any content update, which created a maintenance backlog and slowed down iterations.
Restructured the information architecture. The old navigation grouped things by internal logic, not by how customers think about their problems. I rebuilt it around the four service pillars, each with its own dedicated section and entry points for specific use cases. A visitor looking for SEPA mandates and a visitor evaluating KYC solutions both land exactly where they need to be.
Built a unified visual system for four product areas. Shared foundation — typography, color, component patterns — with enough visual distinction per service area to feel self-contained. The result reads as one platform, not four products stitched together.