Redesigning a Dutch e‑commerce

Improving the look and feel and enhancing usability to increase sales

My role

This was an individual project in which I analysed the existing webshop and a user persona, formulated requirements for the redesign, did a flowchart of the checkout process, created wireframes, made a style tile and came up with the new visual design.


This e-commerce has been a prominent supplier of Dutch products in the USA for over 65 years. To keep up with the technological world we live in, they decided to create an online store. However, their website needs to improve in order to look and feel modern and engage more customers.

The process


For this project I didn't have the opportunity to carry out user research, however I was given a user persona to get a sense of the target group. The target audience were Dutch expats living in the United States. These people enjoy sharing Dutch meals with their loved ones as a way to keep in contact with the Dutch culture. In the American stores they can’t find many Dutch food products and therefore they shop online to get these.

After analysing the user persona, I did an expert review to evaluate the existing website.

Previous design of the website

The state of the website's homepage before being redesigned.

The main insights from the expert review were:

  • There are no filtering or sorting options to help the user find quickly the right products.
  • The images on the website are low-quality, which is something proven to decrease user engagement.
  • There is no clear visual hierarchy. Font sizes and colours are used randomly as they don't seem to be following any pattern.
  • Web design standards are ignored often. For instance, as for the search icon, instead of the well-known magnifying glass, an arrow pointing to the right is used.
  • Irrelevant information to users is displayed, such as a 5-digit code on the product's overview.


After the expert review, I established the requirements for the redesign and prioritised these with the MoSCoW method. Some of these requirements were:

  • Provide users with filtering and sorting options to help them find the right product quickly – MUST
  • Include plenty of images and visuals to engage users – MUST
  • Follow well known web standards to improve accessibility – MUST
  • Include only relevant information to users to avoid distractions – MUST
  • Give users the possibility to recover from mistakes, to do and undo – MUST
  • Provide clear and descriptive error feedback – MUST
  • Display products in a consistent way – SHOULD
  • Have a functionality that helps building connections among the registered users – COULD


Using the gathered insights and the requirements list, I created a flowchart for the checkout process, the wireframes and a style tile.

Flowchart for the checkout process




Style tile


The solution

The final design consists of a consistent, easy to use and aesthetically pleasing website that fulfils the expectations of the users by offering them an engaging, intuitive and meaningful shopping experience.

Product detail


The products are displayed using thumbnail grid. In this way, besides creating a strong visual hierarchy, all the products look similar in style and relevance.

Product overview

Product overview

In the product overview page, there are a variety of filtering and sorting options which help users quickly find the desired product(s).

Product detail

Product detail

In the product detail page, as well as in the other pages of the website, there are plenty of high-quality images to engage users.



In the cart page, to avoid distractions, only relevant information to users is included.



While checking out, the users always have the chance to check what they have done in the previous step, which gives them the possibility to back out or correct mistakes.

Product detail


To give the users feedback on which steps they still need to take in order to complete the checkout process, the progress indicator pattern was used.

Product detail


Having a simplified checkout process that requires as little time and effort as possible was a priority in the design. The goal was to create a seamless checkout experience with only a few steps for the user to follow.


Clickable prototype

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