Choosing a study programme is one of the biggest decisions in a young person's life. Zadkine, one of the largest vocational education institutions in the Rotterdam region with over 17,000 students, wanted to support gen Z throughout their entire student journey. Together, we built a digital experience that inspires, guides, and converts.
Mobile-first design for a mobile-first generation
Research-driven UX based on real gen Z student journey insights
Interactive Studiematch tool for personalised study discovery
Distinctive brand voice that builds trust with young audiences
Intuitive navigation through a complex study landscape
The challenge
7 seconds. That's all gen Z needs to decide whether content is worth their attention. How do you guide young people through a complex student journey in a fast-paced, mobile-first world? And how can you help them confidently choose a vocational education that truly fits?
The solution
A digital experience built entirely around the gen Z student journey. Mobile-first design, intuitive navigation, and an interactive matching tool help students discover what fits at every stage of their orientation. A relatable brand voice and powerful content complete the experience.
Zadkine x iO: taking Gen Z students under our wing
Zadkine is one of the largest mbo (vocational education) institutions in the Rotterdam region. With over 500 study programmes and 17,000 students, Zadkine helps young people find a career path that suits them.
Together, we explored the world of gen Z through open days, interviews, and interactive sessions. These insights shaped every decision: from information architecture to tone of voice. Our collaboration continues as we optimise the platform based on data and real user behaviour, supporting students at every stage of their journey.
Understanding the gen Z student journey
Young people have developed a sixth sense for digital content. Within seven seconds, they decide if something deserves their attention. For Zadkine, that's not a challenge — it's an opportunity.
The gen Z student journey isn't linear. Students move between dreaming, exploring, comparing, and deciding — often on their phones, often in short bursts. Understanding this behaviour was our starting point.
During open days, interviews, and interactive sessions, we immersed ourselves in the world of Zadkine's target audience. The insights were clear:
65% of traffic comes via mobile — design must be mobile-first, not mobile-friendlyAtmosphere is key — young people want to feel what studying somewhere is like before they read about itInformation needs shift dramatically — what matters in the dreaming phase is very different from what matters when deciding
From insights to mobile-first design
With mobile-first as our foundation, we designed a website that guides students intuitively through over 500 study programmes. Real student photography, generous white space, and a clear visual hierarchy give visitors the confidence to explore.
Every design decision was informed by how gen Z actually navigates their student journey. Large imagery creates atmosphere. Clear calls-to-action guide the next step. And the structure adapts to what students need at each phase — from inspiration to practical details.
Studiematch: swipe your way to the right study
The biggest innovation? Studiematch — an interactive tool that lets students swipe their way to study programmes matching their interests. It transforms a potentially overwhelming choice of 500+ programmes into a playful, personal discovery experience.
Under the bonnet, our developers built smart integrations between backend systems. Complex data, simple experience. Technology and user experience, seamlessly connected.
One voice that builds trust
A new digital experience calls for a consistent tone of voice. Generic corporate language doesn't resonate with gen Z — they spot inauthenticity instantly.
Together with Zadkine, we developed a distinctive brand voice that speaks to young people on their level while building the trust needed for such an important decision. This recognisable tone runs through every page of the website and grows alongside Zadkine's content strategy.
The result: a digital environment where students feel understood, not talked at.
The numbers
1%
Increase in conversion after launch
1%
Traffic via mobile devices
1sec
Time gen Z takes to decide if content is relevant
1+
Students at Zadkine
1+
Study programmes navigated intuitively
32% more conversion
The new website delivered immediate results: a 32% increase in conversion after launch. Together, we continue to optimise based on data and real user behaviour — helping gen Z navigate their student journey and make a study choice that truly fits.
