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Background

History of the Assignment

It is an online store that offers traditional Dutch products and sells products in various categories, including food and goods, for those interested in Dutch products and culture. And this design does not produce a good quality of user experience overall.

Target group

A target audience is people, mostly middle-aged users living abroad who miss their homeland or want to try Dutch products. They want to shop for Dutch groceries and products to share culture with their children and friends in countries that do not have Dutch products. They especially wish to buy the typical fresh Dutch foods they are accustomed to but are not offered where they are.

Tasks

Improve the UX of homepage

Main goals

The goal of the design challenge is to redesign the website that produces an efficient experience for buying a product to users and presents Dutch identity. We are going to make the website easier for users to use and build a branding identity which is the Dutch store.

Research set up

User Persona Insights

  1. Keeping the connection with Dutch culture. The target audience is people living abroad who miss their homeland and want to maintain a connection with their culture.

  2. Family and social sharing. Dutch people in other countries think that it is critical that kids are aware of their heritage and the culture in which their (grand)parents were raised. People want to share their Dutch culture with their friends and family in countries where Dutch products are not readily available.

  3. Trust and Authenticity. The Dutch community in other countries has a desire for traditional fresh Dutch food that they cannot look for where they are living.

  4. Pricing and product availability. Dutch people in other countries want to have enough Dutch products to buy in a shop so that they can share cultural experiences with other people. The audience is specifically looking for Dutch groceries and products not currently available to them.

  5. The accessibility of the website. To make helpful and engaging experiences for users to provide multiple language options as well as currency conversions to meet the diverse needs of Dutch expatriates.

Analysis