INDUSTRY:
E-COMMERCE
COURSE:
INTERACTION DESIGN
YEAR:
2023
EXPERIENCE:
BRAND VISUAL IDENTITY, FIGMA
Dutch Store Website Re-Design
about.
The client is a large online retailer specializing in Dutch products, including food, household items, and cultural goods. The project aimed to redesign their existing website to better serve their target audience: Dutch expatriates and international customers interested in Dutch culture. The primary goal was to modernize the platform, improve competitiveness, and ensure the user experience was intuitive and enjoyable.
challenge.
The existing website suffered from significant usability and aesthetic issues that potentially drove customers away despite good product quality. Key challenges included:
Confusing Navigation: The site used two messy menus with unclear categories, mixing food and non-food items, making it difficult for users to find products.
Misleading Information Architecture: Breadcrumbs were inconsistent; for example, non-food items like towels would appear under "Dutch Foods" directories.
Poor Visual Hierarchy: Important functions like the shopping cart and login were hidden in the visual hierarchy with small buttons and low contrast.
Inefficient Layout: Large margins restricted the product grid to only two items per row, wasting screen real estate.
Friction in User Flows: The sign-up and checkout forms were overwhelming, displaying redundant fields by default and lacking clear instructions.
Outdated Visuals: The site's visual identity hasn't been updated in decades, which could make the users think the store isn't operational anymore.
result.
The team delivered a complete redesign that focused on clarity, consistency, and visual appeal. Key improvements included:
Streamlined Navigation: Implemented a single, well-organized menu with clear categories and subcategories, supported by accurate breadcrumb trails.
Optimized Layout: Expanded the grid system to 9-12 columns to display more products effectively and established a clear visual hierarchy for header elements.
Enhanced User Interface: Introduced intuitive tools for adjusting quantities (spinners/counters), clearer hover states, and "add to favorites" functionality.
Simplified Checkout Flow: Redesigned the checkout process to be less overwhelming by using expandable sections for billing details and providing a clear order confirmation page.
Final Deliverables: High-fidelity mockups were created for the homepage, product browsing categories, detailed product pages, and the full cart-to-confirmation journey.
