REDESIGN OF THE WEBSITE OF DUTCH ONLINE SELLER

 

The client
The client has been a leading supplier company of Dutch national food wooden shoes,
souvenirs, and household items to the USA for over 65 years. They specialize in a great selection of
products and reasonable price of delivery of goods throughout the USA. The company tries to keep
its customer experience at the top and does that by delivering the orders to the client’s door within
2 business days, which is noted on their website when ordering any product. A key quality the client
is trying to promote is Honesty. The workforce researches what the lowest cost of delivery will be
and puts a smile on customer’s face when there are no sub charges applied to the goods during the
transportation. The online presence of the client is not the only way to advertise themselves, they
hand out fliers and catalogs to subscribed customers.

The problem statement
The client reaches out to us with the request to redesign of his online website, which is the primary
entry and check out place for all goods that are offered. The user base has been increasing
throughout the years, therefore a new design is needed for a better online experience.
 

The target audience
The target audience is people aged 25-50 who have spent their childhood enjoying the Dutch cuisine
in the Netherlands and have consequently moved to the USA. These people want to easily be able to
find these Dutch local brands in the US market within close reach, and order enough quantities to
once due to their concern for high transport costs. The audience wants to bring the Dutch culture to
the USA through food and non-food items, and share their traditional food with friends.
 

The goal
The client is looking for a new design inspiration which should focus on the following: The new design
focus should be on the goods, the variety, and their availability, which is the main strategy of the
client, therefore the clear call-to-action button “ADD” should be visually pleasing and prominent. The
design should also separate the different types of goods into categories, which are easy to spot and
of for a higher number of quantities, people shop online. The client’s main goal with the redesign is to
keep their image of an honest company while upgrading the look and feel for better customer
satisfaction and experience, as it is the key company policy. Also, all the information should be
transparent and put upfront, so that the client can easily spot it to keep with their other policy,
honesty.

 

DURATION

8 weeks

 

TEAM

I completed the project with another student from the course User Experience Design at the Hague University of Applied Sciences. The research part was conducted in pairs. For the Interface Design I worked on my own. Therefore I can show it in detail. The project was part of our course "Interaction Design" at the Hague Univeristy of Applied Sciences. The client's name cannot be disclosed online, but in person.