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How to spark a personal connection as a broadcaster? 

The way we interact with television is in stark contrast to our interaction with our mobile phones, desktop computers and tablets. Fueled with a new digital platform and design system, Dutch broadcaster KRO-NCRV paves the path for a personal on-demand connection. 

The Brief

  • Move our online presence from broadcasting to an interactive scalable content experience that captures the core values of the KRO-NCRV brand. 
  • Shift from titles to themes, to create communities and connect our programs in new ways.
  • Create engaging ways of telling stories and interactions with our online viewers to spark a personal connection. 

UX strategy - Digital Design - Design System - Brand Consultancy

Moving from titles to themes

Television programs build fans, online platforms create communities. When watching a KRO-NCRV show, you only see one part of the brands’ story. When you go online, you might only dive into a program's universe, missing out on any other related content. KRO-NCRV missed the opportunity to connect on a personal level.

We turned program loyalty intro brand loyalty by making the broadcasters values explicit. We found common ground across titles in the brands core values: looking after one another, loving the planet and finding/creating meaning. This enables KRO-NCRV to cross-promote programming and creates space for people to join in on the brand’s mission. The two-way dialogue establishes a more emotional connection to the brand that moves beyond programming.

Scalable, yet unique

New programs and episodes air daily. Behind those programs are over 300 teams working on digital content. We build a design system that offers those teams the creative freedom to build a page themselves, while at the same time ensuring a coherent user experience. Wherever a visitor might go or land. Even though a call-to-action looks different, it feels the same. 


Giving the brand a digital voice is found in the details. The way a call-to-action block moves, or how a page is structured is all set-out in an ever-evolving design system. The design system enables KRO-NCRV to optimise the website with one click, and add new elements or components at ease. 

“What strikes me is that the launch of the new website also led to a new way of working for the editorial teams. The editors inspire and challenge each other in ways they never imagined possible. Technology does not only drive change but also gives inspiration.”

Koen van den Bijgaart - Innovation & Strategy Lead KRO-NCRV

Creating a personal connection

We wanted the digital platform to feel like a piece of mind-moment. We positioned the site as a place that inspires you to research what matters most for yourself, your surroundings, and the planet. A calm color pallet and focused layouts invite the reader to dive into a specific theme. 

Speaking to one's mind also asks for images that spark ideas or leave room for interpretation. We moved beyond photography and added illustrations by Tsjisse Tjalsma. Combined with interactive polls that ask for your state of mind, we actively engage the visitor to get into the conversation. 

Verifying the user experience 

With thousands of visitors interacting with KRO-NCRV on a daily basis, changing the user experience has an immense impact. To verify the designs, a usability test helped to mark essential focal points early on. The users clearly defined and appreciated the new personal proposition, taking away a lesson to look more after one another.

The launch of the new website also marked a new way of working for the editorial teams. The cross-promotion of content inspired and challenged the editors to find each other and join forces in unexpected ways. The investigative journalism platform Pointer is just one of the first examples in which the new design system came to life. And many more titles to come. From now on, all content lives in harmony to spark that personal connection with its users. 


Created in close collaboration with KRO-NCRV Innovation Team. Digital Design & Concept by Vruchtvlees, Development by Synetic, Illustrations by Tsjisse Talsma.

Yira Rodriguez Garcia


Yira vertelt je graag meer over dit project

070 - 785 17 34

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