School Project
To redesign an online store catering to Dutch expats in the USA, enabling them to easily access Dutch food.
UX/UI Designer - High-fidelity wireframe of the homepage, product category, product details, and checkout page, ensuring it aligns with the needs and preferences of the target group.
As an expat myself, I can relate to missing my home city and wanting to feel connected through products. In this project, my teammate Alexandra and I wanted to tackle a challenge for Dutch expats in the USA, who do not have easy access to Dutch food in the states and are very keen to share Dutch culture with family and friends. Our university shared with us a platform, Vander Veen's | The Dutch Store, where our target audience can purchase Dutch goods online as the starting point and reference, as well as a persona for us to analyze. For the deliverable, we aimed to redesign an online store for this target group.
Before redesigning the webstore, we first analyzed and annotated the current situation. It includes the persona analysis and an expert review of the website. With each issue that we encountered, we also wrote a suggestion of how we could solve it. Below is an overview image to visualize our analysis process.
Based on the insights that we created from the previous stage, we wrote the user stories and requirements that the new Dutch webshop should fulfill.
When we were conducting the expert review of the existing website, one of the significant issues we encountered was the category of products. Some of the category names need to be clarified. In this situation, gaining insights from our target audience is essential. Therefore, we conducted a card sorting session with multiple Dutch users to let them organize products into categories that make sense to them and also help to label these groups. After we received the results, we mapped out all the common categories and adjusted the similar ones.
Each country has its own national color and so does the Netherlands. The combination of orange and blue is easy to find with Dutch related information. As The Dutch store is an online webshop where expats purchase goods from The Netherlands, we have decided to use these two colors for The Dutch Store so that users can resonate and remind them of the country just by the first impression :) Beside colors, I also created an UI kit for the website.
To create the preliminary version of the website, we created a lofi prototype to ensure a coherent use flow and well-organized information structure. In the prototype below, you can interact with the highlighted area to see what it does or where it will navigate to next.
