Nederlekker
Re-designing an U.S based web-store
In Short
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:
E-commerce
E-commerce
Year:
Year:
2024
2024
Role:
Role:
Lead UX/UI Designer
Lead UX/UI Designer
Skills:
Skills:
User Research, Interactive Prototype,
User Research, Interactive Prototype,
Collaborators:
Collaborators:
Jùlia Félszerfalvi, Zsófi Halcsák
Jùlia Félszerfalvi, Zsófi Halcsák
Key screens
The
Problem
Vander Veen's, an America-based Dutch online store, had an outdated website that made it difficult for users to browse and find products. The navigation relied on a long, confusing list of categories, which caused cognitive overload. In addition, inconsistent visuals and unclear product information reduced user trust and made the shopping experience less engaging, especially for first-time international buyers.
Solution
Overview
To improve the user experience and modernize the brand’s online presence, I redesigned Nederlekker with a focus on simplified navigation, clear product presentation, and a cohesive visual identity. The goal was to make browsing and shopping intuitive, highlight the uniqueness of Dutch products, and create a trustworthy, mobile-friendly platform for users.
The
Research
We began this project by conducting research on the existing website to identify its target audience and uncover opportunities for functional and visual improvement. The main audience consists of Americans interested in Dutch culture, as well as Dutch-Americans seeking to reconnect with their heritage.
A redesign is necessary because the current website feels cluttered and can easily overwhelm users at first glance. Additionally, the layout does not make full use of the available screen space, resulting in small images and text that reduce readability and overall user engagement.
Key
Insights
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
The
Challenge
How might we create a clean and organised website layout that feels intuitive and welcoming for users?
The
Ideation Process
During the ideation phase, we collaboratively explored multiple visual directions to ensure the final design aligned with both user needs and the brand’s identity. We began by creating three distinct logo concepts, testing how each one communicated the brand’s personality and tone. Similarly, each team member developed a unique color palette and layout system to explore different visual hierarchies and user flows. After evaluating the options, we selected one primary design as the foundation and integrated effective elements from the other two. This iterative, user-centered approach allowed us to create a cohesive and visually engaging design that balances usability with brand expression.
The
Low Fidelity Prototype
Once we finalized the design concept, we began developing the individual pages based on the selected visual direction. We chose the orange color palette, as it not only stands out visually but also represents the national color of the Netherlands, reinforcing cultural identity. The final logo—featuring a young boy in traditional Dutch clothing standing in oversized wooden clogs—captures the brand’s playful yet authentic character.
The layout structure and information hierarchy were inspired by established e-commerce platforms to ensure familiarity and ease of navigation. By referencing proven interaction patterns, we aimed to create a seamless shopping experience where users can intuitively explore products while feeling connected to Dutch culture.
The
Solution
The final high-fidelity design addresses the challenge of creating a clean, organized, and intuitive website layout that feels welcoming to users. The user flow clearly maps out how visitors move through the website. From the homepage to product discovery and checkout, ensuring a seamless and predictable experience. The structure prioritizes clarity and hierarchy, using consistent spacing, a warm orange color palette, and simple typography to guide the user’s attention.
Each page was designed with usability in mind, reducing visual clutter and emphasizing intuitive navigation patterns familiar from modern online stores. The result is a cohesive, visually appealing website that balances cultural identity with accessibility, allowing users to browse comfortably and confidently from start to finish.
Reflection
Since this was a private project without a real client, we weren’t able to gather feedback directly from the website owners. Instead, we received valuable constructive criticism from our peers and tutors, which helped us refine our final design.
The redesigned website embraces the national colour of the Netherlands while presenting all products in a clean and organized layout. The original website struggled with inconsistent information hierarchy, overwhelming visuals, and poor color contrast — for instance, the use of red for both accents and error messages made important alerts easy to miss. Our redesign addressed these issues by improving readability, visual consistency, and overall usability.
I learned…
about the importance of collaboration in the design process. Regular design reviews with my team exposed me to different perspectives and problem-solving approaches, allowing us to refine our ideas collectively. Working alongside talented teammates helped me grow as a designer and reinforced how strong collaboration can elevate a project’s outcome.
This project’s success was truly a team effort — through open communication and shared creativity, we achieved a result none of us could have accomplished alone.
[NEXT PROJECT]
Nederlekker
Re-designing an U.S based web-store
In Short
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:
E-commerce
Year:
2024
Role:
Lead UX/UI Designer
Skills:
User Research, Interactive Prototype,
Collaborators:
Jùlia Félszerfalvi, Zsófi Halcsák
Key screens
The
Problem
Vander Veen's, an America-based Dutch online store, had an outdated website that made it difficult for users to browse and find products. The navigation relied on a long, confusing list of categories, which caused cognitive overload. In addition, inconsistent visuals and unclear product information reduced user trust and made the shopping experience less engaging, especially for first-time international buyers.
Solution
Overview
To improve the user experience and modernize the brand’s online presence, I redesigned Nederlekker with a focus on simplified navigation, clear product presentation, and a cohesive visual identity. The goal was to make browsing and shopping intuitive, highlight the uniqueness of Dutch products, and create a trustworthy, mobile-friendly platform for users.
The
Research
We began this project by conducting research on the existing website to identify its target audience and uncover opportunities for functional and visual improvement. The main audience consists of Americans interested in Dutch culture, as well as Dutch-Americans seeking to reconnect with their heritage.
A redesign is necessary because the current website feels cluttered and can easily overwhelm users at first glance. Additionally, the layout does not make full use of the available screen space, resulting in small images and text that reduce readability and overall user engagement.
Key
Insights
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
No coding needed. Instant visual feedback.
Select, edit, rotate, resize any layer even if it's projected in 3D space.
The
Challenge
How might we create a clean and organised website layout that feels intuitive and welcoming for users?
The
Ideation Process
During the ideation phase, we collaboratively explored multiple visual directions to ensure the final design aligned with both user needs and the brand’s identity. We began by creating three distinct logo concepts, testing how each one communicated the brand’s personality and tone. Similarly, each team member developed a unique color palette and layout system to explore different visual hierarchies and user flows. After evaluating the options, we selected one primary design as the foundation and integrated effective elements from the other two. This iterative, user-centered approach allowed us to create a cohesive and visually engaging design that balances usability with brand expression.
The
Low Fidelity Prototype
Once we finalized the design concept, we began developing the individual pages based on the selected visual direction. We chose the orange color palette, as it not only stands out visually but also represents the national color of the Netherlands, reinforcing cultural identity. The final logo—featuring a young boy in traditional Dutch clothing standing in oversized wooden clogs—captures the brand’s playful yet authentic character.
The layout structure and information hierarchy were inspired by established e-commerce platforms to ensure familiarity and ease of navigation. By referencing proven interaction patterns, we aimed to create a seamless shopping experience where users can intuitively explore products while feeling connected to Dutch culture.
The
Solution
The final high-fidelity design addresses the challenge of creating a clean, organized, and intuitive website layout that feels welcoming to users. The user flow clearly maps out how visitors move through the website. From the homepage to product discovery and checkout, ensuring a seamless and predictable experience. The structure prioritizes clarity and hierarchy, using consistent spacing, a warm orange color palette, and simple typography to guide the user’s attention.
Each page was designed with usability in mind, reducing visual clutter and emphasizing intuitive navigation patterns familiar from modern online stores. The result is a cohesive, visually appealing website that balances cultural identity with accessibility, allowing users to browse comfortably and confidently from start to finish.
Reflection
Since this was a private project without a real client, we weren’t able to gather feedback directly from the website owners. Instead, we received valuable constructive criticism from our peers and tutors, which helped us refine our final design.
The redesigned website embraces the national colour of the Netherlands while presenting all products in a clean and organized layout. The original website struggled with inconsistent information hierarchy, overwhelming visuals, and poor color contrast — for instance, the use of red for both accents and error messages made important alerts easy to miss. Our redesign addressed these issues by improving readability, visual consistency, and overall usability.
I learned…
about the importance of collaboration in the design process. Regular design reviews with my team exposed me to different perspectives and problem-solving approaches, allowing us to refine our ideas collectively. Working alongside talented teammates helped me grow as a designer and reinforced how strong collaboration can elevate a project’s outcome.
This project’s success was truly a team effort — through open communication and shared creativity, we achieved a result none of us could have accomplished alone.
[NEXT PROJECT]