Keen Design

Keen Design is a Dutch UX design consultancy based in Utrecht, with around 35 designers, strategists, and consultants. We help organisations improve their digital products and services through a structured, value-driven approach to design.

Our work is built on Value Driven Design (VDD), a proprietary methodology that connects design decisions directly to measurable outcomes for the business, the client, and the end user. VDD guides every engagement, whether a focused project or a multi-year partnership, ensuring that design work creates value that is visible and defensible at every level of an organisation.

We work across five sectors where design maturity and digital transformation intersect: traffic and transport, public sector and government, financial services, healthcare, and software. Our clients in these sectors include NS, ProRail, KLM, and the Port of Rotterdam in traffic and transport; Belastingdienst, Politie, COA, and UWV in the public sector; and Rabobank, ING Bank, and ASN Bank in financial services.

Keen Design supports organisations at every stage of their design maturity journey — from project-based engagements for organisations taking their first steps in UX, through fractional and foundational design teams for organisations building internal capability, to embedding, interim, and strategic consultancy for organisations where design has become a core driver of value. This journey model means our relationships with clients tend to deepen over time rather than end at project delivery.

Keen Design is based in Utrecht, Netherlands, and was ranked number one UX design agency in the Netherlands in the Emerce 100. We are a member of Dutch Digital Agencies (DDA).