ABN AMRO
Delivering a modular design and architecture program
Summary
Transforming 392 fragmented customer flows into 16 unified, reusable design modules, laying the foundation for AI-readiness and a truly modular digital banking experience.
ABN AMRO Bank had a highly fragmented digital landscape: multiple country-specific apps, separate internet banking platforms, and disconnected product engines, all operating in silos. DEUS established a combined program team to rationalize modules and APIs across all business lines, design a new governance model, and create reusable design components that work across web, iOS, and Android.
Industry
Services
The Challenge
392 customer flows, multiple digital channels, and no unified view of the customer.
The bank is on a mission to become a personal bank in the age of AI, but every digital channel operated as a separate entity linked to distinct product engines. This meant limited decoupling, flexibility, and reusability. Different business units were running a variety of AI and technology initiatives with no consolidated view of the customer, and significant duplication across teams.
Problem 01
Fragmented digital landscape
- ▪392 flows across channels and segments without standardization
- ▪Each digital channel linked to separate product engines
- ▪Limited flexibility, decoupling, and reusability
- ▪No consolidated customer view across business units
Problem 02
Unsustainable design and governance
- ▪Existing design system unsustainable in terms of value and cost
- ▪Governance structures did not reflect efficient segregation of duties
- ▪Significant duplication of effort across teams
- ▪No path to future-proof the landscape for AI adoption
The Approach
We established a combined program team and worked across three parallel workstreams to deliver a unified, modular design and architecture that can be reused across all segments and channels.
01
Map the as-is landscape
Visualized the full range of experiences across segments and channels using journey mapping and service blueprinting. In parallel, we conducted an extensive screen inventory, collecting and evaluating all existing designs to identify gaps, similarities, and misalignments.
02
Define the modular future
Rationalized modules and APIs across all business lines, transitioning from a fragmented grid organization to a modular governance model. This shifted ownership from managing functionalities per channel to managing reusable modules across end-to-end customer journeys.
03
Design and build modules
Three project teams worked to eliminate redundant processes, merge complementary services, and develop versatile modules for seamless reuse. Each design organism was built to be channel-agnostic, enabling multiple modules to share the same underlying components.
OLD
Grid Organization
Retail
Owner App Owner Web
Business
Owner App/B/Net
Wealth
Owner App Owner Web
Challenges
- - Inconsistencies
- - Redundant work
- - No overview
NEW
Modular Organization
Owner Module A
Retail
Business
Wealth
Benefits
- - Higher consistency
- - Less redundancy
- - Clear owners
Impact
From 392 fragmented flows to 16 refined, modular experiences, with a 28% efficiency gain and a governance model built to scale.
Efficiency Gain
28% efficiency improvement through improved governance, structures, and ways of working across the organization, with complementary services merged and modules rationalized.
Modular Consolidation
392 flows refined to 16 reusable modules that deliver consistent experiences on web, iOS, and Android with one design and three implementations.
Future-Ready Operating Model
A new target operating model that future-proofs the bank for AI and emerging technologies, with governance, modular architecture, and design system enabling continuous innovation at scale.
“We selected DEUS to accelerate our One Bank strategy, and within just over six months they had realized our modular design and architecture approach across multiple business units and divisions.”
Jorissa Neutelings, Chief Digital Officer, ABN AMRO
Methods
A comprehensive design and architecture approach combining journey mapping, governance design, and modular component development.
Journey mapping
Service blueprinting
Screen inventory
Stakeholder mapping
Governance design
Strategic refinement
API mapping
Module rationalization
Prototype testing
UI / UX design
Design systems
Component development
Program management
Change management
Knowledge transfer