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De Koning | Interaction design 

A user-centred redesign of a Dutch webshop which operates in The United States.


This project was the result of the course “Interaction Design 2”, one of the subjects of my bachelor’s studies in User Experience Design at THUAS. 


Redesign the Dutch Store website to improve the look and feel and enhance usability to increase sales.


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; designed wireframes, a style tile and the new visual design.


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 current website. 

The main insights from the expert review were:

  • There are no filtering nor 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


First I designed the wireframes for all the required screens (homepage, overview page, product detail page and the complete checkout process) and created a style tile, then I made the high fidelity prototype. 

Style tile.

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Final deliverable

©2021 by Mercedes Mendaza.