Nederlekker
Re-design U.S based web-store
During my study at THUAS, I led the redesign project for an U.S based web-store aimed at making it visually pleasing and less cluttered to the eye. My duties ranged from research to designing the final prototype.
Disclaimer: This project was part of an academic exercise where 'Vander Veen's The Dutch Store' was a hypothetical client. The original website content is used here solely for demonstration and redesign purposes
Product:
Product:
Product:
E-commerce
E-commerce
E-commerce
Year:
Year:
Year:
2024
2024
2024
Role:
Role:
Role:
Lead UX/UI Designer
Lead UX/UI Designer
Lead UX/UI Designer
Skills:
Skills:
Skills:
User Research, Interactive Prototype,
User Research, Interactive Prototype,
User Research, Interactive Prototype,
Collaborators: Jùlia Félszerfalvi, Zsófi Halcsák
Collaborators: Jùlia Félszerfalvi, Zsófi Halcsák
Collaborators: Jùlia Félszerfalvi, Zsófi Halcsák
Key screens
Challenge
How might we create a clean and organised website layout that feels intuitive and welcoming for users?
Take a look at my approach
↓
Research & defining target audience
We started this project by conducting research on the existing website by finding out who their target audience is and what functionalities can me improved on. The main target audience for their website are Americans who are interested in the Dutch culture, and Dutch-Americans who miss it.
A redesign is necessary because the overall website is very messy and can cause the user to be overwhelmed at first glance. The main size of the website does not take up the whole screen at all, which causes images and fonts to be rather small, which can decrease readability and cause confusion.
Research & defining target audience
We started this project by conducting research on the existing website by finding out who their target audience is and what functionalities can me improved on. The main target audience for their website are Americans who are interested in the Dutch culture, and Dutch-Americans who miss it.
A redesign is necessary because the overall website is very messy and can cause the user to be overwhelmed at first glance. The main size of the website does not take up the whole screen at all, which causes images and fonts to be rather small, which can decrease readability and cause confusion.
Ideation Process
During the ideation process, we came up with three logo designs from which we chose the final logo to design around. We did the same thing for the page design, where we each picked a colour palette to work with and designed different layout systems. In the end we chose one design as the template to go off of, but implemented elements from the other two designs as well.
Ideation Process
During the ideation process, we came up with three logo designs from which we chose the final logo to design around. We did the same thing for the page design, where we each picked a colour palette to work with and designed different layout systems. In the end we chose one design as the template to go off of, but implemented elements from the other two designs as well.
Low Fidelity Prototype
Once we decided on the design concept we wanted to go with, we moved on to making the pages based on the selected design. In this case, we made the decision to go with the orange colour palette as it stands out and it is the national colour of the Netherlands. The logo design with a young boy dressed in traditional dutch clothing standing in a big pair of wooden clogs is the final choice we went with.
The basic layout structure and hierarchy are inspired and referenced from pre-existing online shops, so that the user feels familiarity when navigating through the website.
Low Fidelity Prototype
Once we decided on the design concept we wanted to go with, we moved on to making the pages based on the selected design. In this case, we made the decision to go with the orange colour palette as it stands out and it is the national colour of the Netherlands. The logo design with a young boy dressed in traditional dutch clothing standing in a big pair of wooden clogs is the final choice we went with.
The basic layout structure and hierarchy are inspired and referenced from pre-existing online shops, so that the user feels familiarity when navigating through the website.
High Fidelity User Flow
The user flow displays the flow of the website and all the final pages we designed.
Unique assets created
The assets we made for this project are mainly the logo and some button designs. Aside from the images and fonts we used, everything else was made by us for this project.
Unique assets created
The assets we made for this project are mainly the logo and some button designs. Aside from the images and fonts we used, everything else was made by us for this project.
Reflection
Since this work was a private project given to us and we didn't have a real client, so we couldn't get feedback from the website owners, but instead received productive criticism from fellow peers and tutors.
The newly designed website embraces the national colour of the Netherlands while keeping all the offered items in a neat and tidy layout. What the original design struggled with is the way they chose to display information, in both text and images. It mostly was too inconsistent and overwhelming. Additionally the way they chose to use the accent colour makes the user miss error messages as they share the same colour, red.
I learned…
about the value of collaboration. Design meetings with the team exposed me to a range of challenges, both big and small, that constantly pushed me to grow. Partnering with talented individuals from different teams, gave me fresh perspectives and helped us move closer to delivering a great product.
This project’s success was a true team effort. The support and collaboration of my colleagues made it possible to achieve results I couldn’t have reached on my own!
Reflection
Since this work was a private project given to us and we didn't have a real client, so we couldn't get feedback from the website owners, but instead received productive criticism from fellow peers and tutors.
The newly designed website embraces the national colour of the Netherlands while keeping all the offered items in a neat and tidy layout. What the original design struggled with is the way they chose to display information, in both text and images. It mostly was too inconsistent and overwhelming. Additionally the way they chose to use the accent colour makes the user miss error messages as they share the same colour, red.
I learned…
about the value of collaboration. Design meetings with the team exposed me to a range of challenges, both big and small, that constantly pushed me to grow. Partnering with talented individuals from different teams, gave me fresh perspectives and helped us move closer to delivering a great product.
This project’s success was a true team effort. The support and collaboration of my colleagues made it possible to achieve results I couldn’t have reached on my own!