GX presents UWV
Check out UWV.nl
UWV boosts customer satisfaction with personalization
Making a complex website simple
For millions of Dutch citizens, UWV is an essential organization. From benefits to reintegration, people rely on its website for answers and to handle important tasks. But with over 2,500 pages and such a wide range of visitors—from job seekers to employers—it was often hard for users to find exactly what they needed. This led to frustration and added pressure on customer service.
To make the experience better, UWV decided to take personalization further. Instead of generic pages, the website now adapts to each visitor’s situation. Together with GX Software and the customer data platform BlueConic, UWV built a foundation for a digital experience that feels tailored to every user.
Starting from the user perspective
We didn’t begin with technology—we started with the visitor. What are they trying to find? Where do they get stuck? How can we make their journey faster, clearer, and more relevant?
Using these insights, we set up BlueConic and designed three key personalizations: the homepage, service pages, and the logout page. Each one was created to solve real user frustrations identified in research, ensuring that every intervention directly improved the visitor experience.
1. A homepage that anticipates needs
First-time visitors often arrived at a busy, generic homepage. BlueConic tracked how they navigated the site—guiding, for example, someone toward the right Wajong scheme. On future visits, the homepage automatically highlighted the content they needed, without extra clicks. For specific groups, such as certain Wajong beneficiaries, content was refined even further, showing only what mattered most.
2. Service pages that guide visitors
The section of the website for individuals sees more than 150,000 visits a month. Previously, all visitors landed on the same generic service page, which made finding answers difficult. UWV created separate service pages for each target group. A WIA beneficiary sees different content than a Wajong beneficiary, helping users get the right information faster and reducing frustration.
3. A logout page that adds value
Even the logout page was reimagined. Before, visitors were shown a generic call to follow UWV on Twitter. Now, they see relevant information—like processing times for submitted changes or reminders for income declarations. Visitors leave the site informed and empowered, even after finishing their task.
Jules Helmich
Productmanager Digitale Dienstverlening at UWVHigher time on page? At first, we were surprised, since our KPI aimed to lower it. But with personalized content, more time means true engagement, it shows visitors are finding value, not struggling.
Why your organization should care
Personalized digital experiences make a real difference. Customers find what they need faster, satisfaction improves, and your team saves valuable resources.
Jeroen Bouwmeester
Business ConsultantCurious how this could work for your organization? Get in touch, we’ll help you create a tailored, user-focused digital experience.