PROOF OF GENIUS #02 — DIGITAL SOCIETY Technology that supports people rather than controlling them

At a Glance

The problem: technology that dictates rather than serves

Digital applications are supposed to support users’ lives, make them more accessible, and contribute to their well-being—but in practice, the opposite often happens. Van Veltum cites “dark patterns” as an example: design choices that unconsciously steer or manipulate users, whereas technology should, in fact, be transparent and fair. This directly touches on a national-scale issue: how do you build a digital identity—such as the NL Wallet—in which people handle their personal data safely and consciously, rather than being steered?

The approach: keep asking questions until it makes sense

Van Veltum describes herself as critical, analytical, and curious—a perfectionist researcher who isn’t satisfied until she understands exactly how something works. Her method: carefully combining objective and subjective data. In her view, a good design only emerges when facts, user experiences, emotions, and behavior come together to form a complete picture; she keeps asking questions until she understands how those perspectives are interconnected. It is precisely this combination of qualitative and quantitative research that makes her work so strong—at the intersection of technology, psychology, and research.

The Solution

One thing is certain: the project is rooted in her conviction that technology is a service for people—not the other way around—and aims to be more than just a school assignment; her dream is that it will actually be implemented and contribute to the development of the Dutch digital identity, for example within the NL Wallet.

The Impact

Upon being nominated for the Golden Dot Award, Van Veltum’s initial reaction is one of disbelief—the nomination alone already feels like a great honor. During the awards ceremony, she recognizes more and more elements of her own project in the introduction, and her hope grows that her work will truly be recognized. Then her name is called: winner. For her, the award is confirmation that a critical, human-centered, and investigative approach is valued—and motivation to continue dedicating herself to technology that supports people rather than controls them.

“Tyneisha demonstrates that, as a CMD professional, you truly bear responsibility for a shared future. Her project centered on the NL-Wallet deepens users’ understanding and encourages a critical, mindful approach to digital identities and government services.” Nicky Heijmen

The Creator: From Journalism to UX

Her journey has been one of constantly seeking depth. At vocational school (Media Editing), she learned to write and the basics of journalism; when the challenge faded, she switched to a bachelor’s program in Creative Business. There, she worked on a project for 3FM—her group built a website, she focused on the mobile version, the team delivered more than was asked of them and received a perfect score. But she didn’t find the in-depth UX experience she was seeking there, so she made the switch to CMD.

Since 2020, she has been working at The Black Archives, where she gained her first real-world work experience and learned how important respect, inclusivity, and social engagement are—experiences that have shaped her perspective on the field. In the program’s conceptions of humanity, she fully identifies with the “homo universalis” and the “homo ludens”: technology should amplify human potential and create space for development, creativity, and social progress. And she doesn’t keep her knowledge to herself: for example, she led an online privacy workshop for employees of the City of Amsterdam on handling personal data more responsibly.

Why This Matters

The Netherlands’ digital identity will be shaped in the coming years—the question is by whom, and according to which values. This is what creatives bring to the table: the discipline to take facts, emotions, and behavior seriously together, and the ethics to design for people rather than over them. The fact that such an approach wins the Golden Dot is exactly the signal the sector needs.

→ Discover how a few seconds’ delay can break the cycle of online hate — Proof of Genius #01.

→ Collaborate with young creative talent: check out the Oddny partner proposition.