About us

Making a contribution with UX design


The story of Keen Design began in 2003 in the Netherlands. Since then, we have been active in multiple sectors and in multiple countries. Currently, we distribute our experience across four dedicated business units. With our UX design expertise, we contribute to the public sector, the financial sector, the software industry and the healthcare sector.

Our story

Real solutions for real problems

Right from the start, Keen Public was able to make valuable contributions to the services of large public organizations through UX design. We help governments to develop services and products that better suit all residents of the Netherlands. Together we come to a solution that helps everyone.

In all those years we not only become familiar with citizen wishes and expectations, but also the dynamics and challenges of public organisations. This not only enables us to work on projects, but also to think about the needs and possibilities of your organisation at a higher level.

We put our customers' customers first, but never lose sight of internal and external stakeholders. Because we know that you can only help people with real solutions to real problems. Good is not good enough for us. Our people are among the best in the industry, ensuring a mix of experience and young talent.

Mission & Values

We have a dream

One government for all. One-stop shops where citizens can take care of all government affairs quickly and easily. Whether it's for the Tax Office, for municipalities or for the Chamber of Commerce. That is our dream. So that after the birth of our child, or the death of a loved one, we can focus on what is important to us.

Is that feasible? Maybe not. But the closer we get to that dream, the better. And we know that there are opportunities. Because we work for many public organisations, we can play a role in linking together government services.


Improving lives with valuable designs

The public sector has a job to do. Everyone should be able to properly manage their affairs with the government. With so many different target groups, it's a complex task, as well as a wonderful opportunity to make the lives of citizens more pleasant. We want to help through developing (digital) services and products that are accessible, inclusive and clear.


What is the question behind your request?

We don't just execute. We also question the concept, and together improve it as we see fit. We do this by seeing and understanding nuance, figuring out the questions behind your request, and thinking several steps ahead and back again. Our approach is smart, systematic, precise and personal, simplifying complexity, but never obscuring it. We don't aim for the most visually appealing design, but the best. For real solutions to real problems.


Honest, personal, smart

We strive to live our values at all times, acting with integrity, making personal connections, delivering value, being smarter and always looking out for the customer and the user.

Integrity means keeping our promises, being truthful, responsible and sustainable. Each team member seeks to build a genuine relationship with the customer to fully understand their needs and those of citizens.

Value-driven design

Value driven design

Value-driven design is a design framework that allows product owners and designers to make (digital) products or services valuable for all its stakeholders. Simply put, through UX design we solve a problem, and this results in a product or service. Value-driven design provides clarity and focus. It ensures that the part of the problem that the designer solves adds value for all stakeholders.

User-centered design

User-centred design

User-centred design puts the user at the centre. The goal is to design digital products and services that help citizens do what they want in the best possible way. For this reason, the methods and processes underlying our services always focus on users: their goals, needs, preferences and context when using digital products. We involve them in the different phases of the design process, from analysis to evaluation.

Our leadership
Iwan Cuijpers


Jeffrey de Grijs


Headshot of Jeffrey de Grijs Client & Delivery Manager
Our offices
Some of our clients
Gemeente Utrecht
Min. Binnenlandse zaken-11
Headshot of Jeffrey de Grijs Client & Delivery Manager
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Jeffrey de Grijs