CJP

A subsidised card with no reason to open it.

CJP is the Dutch youth cultural pass. A subsidised card that gives people under thirty discounted access to museums, concerts, and events across the Netherlands. The brand had reach. The app did not. It was a thin ticket wallet with no discovery layer, no social features, and no reason to open it between purchases.

Users renewed the card once, used it twice, and forgot it existed. The cultural sector was losing its most direct channel to the audience it most wanted to reach.

Going to culture, as a shared act.

The solution was to reframe the app around the act of going, not the act of buying. Personalised discovery based on what each user actually cares about. Transparent CJP pricing on every card. A social layer that lets groups coordinate plans and split purchases. A cultural passport that turns attendance into identity.

The wallet became a motivation layer instead of a payment tool. The reason to open the app stopped being the next ticket and became the next thing worth seeing.

A working app in the room, instead of a deck.

In three days I built a fully interactive, production quality prototype the team could put in front of the client and actually experience, not just describe. Early stakeholder alignment happened over a working app, not a stack of static mockups. The prototype drove the decision to pursue the social and gamification direction.

The shape of the role made it possible. A design engineer designing and building in the same loop, with agentic tooling absorbing the scaffolding work, turns a research conversation into something the client can hold in their hand.