UX/UI design for a Dutch food
e-commerce platform for expats
Context
Vander Veen’s is a Dutch food e-commerce store for expats seeking authentic products from home. Its outdated website created friction across the shopping journey, from product discovery to checkout, and failed to communicate trust or emotional value.
My goal was to redesign the core e-commerce flow into a modern intuitive experience that balances usability and a sense of home within a three-week timeframe.
Company
Vander Veen's
Role
UX/UI Designer
March - April 2024
Duration
Team
2 people
Research
within constraints
Given the three-week timeframe, I focused on evaluative research rather than exploratory discovery.
I conducted a heuristic evaluation of the existing website and a competitive analysis of successful specialty food e-commerce platforms to identify usability issues and effective patterns for product discovery and emotional storytelling.
Redesign
I redesigned the homepage to remove friction in product discovery and restore trust in the brand.
The original page suffered from visual clutter, weak hierarchy, and unclear value proposition, forcing users to scan dense listings without guidance.
I restructured the layout around a clear hero message, simplified navigation, and introduced scannable category entry points to support faster decision-making.
After
Redesign
I restructured the product page to make the buying decision obvious and fast. The original page buried price, availability and actions among secondary content.
I introduced a clear information hierarchy with a strong primary CTA, grouped decision-critical details, and pushed supporting content into secondary zones.
The result is a cleaner decision flow, reduced cognitive load, and a page that supports confidence and conversion.
Before
After
Results
Simplified the end-to-end shopping experience by restructuring navigation, product discovery, and checkout flows
Improved clarity and trust through a modernized visual system and consistent information hierarchy
Reduced friction on key conversion points (product pages, FAQs, support) by making actions and statuses immediately visible
Strengthened emotional connection with the brand while keeping the experience efficient and conversion-driven