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Haagse Hogeschool Project: Nederlandse Etens Paleis
Role: UX Researcher & Designer
Design Tools: Adobe XD
Design Process: Research and Designing
Company: Nederlandse Eten Paleis
About: Redesigning and rebranding a Dutch website to make it more appealing to customers 

It is a redesign of an existing website for "The Dutch Store" for the course Interaction Design 2 from The Hague University of Applied Sciences.

The main problem for this course that I worked on was to come up with a different design of a website that allows Dutch people who live in the United States of America order typical Dutch Food online. 

For more information, design report.

Expert Review

Principle 1: Simple and Natural Dialogue

• There is a create new account’ option rather than sign up or sign in which makes the option unrecognizable by the user.

• The ‘view cart’ and ‘check out’ option is right next to each other which makes the user confused towards the option as it is not redundant

Principle 2: Match the System with the Real World

• The shopping cart icon isn’t an icon the user can familiarize with as it is different to the usual ones.

• The sizes of the images aren’t consistent (not balanced) which makes the user confused to follow the products.

Principle 3: Make things Efficient

• There isn’t any option to filter or sort the products, so the user isn’t optimally supported in finding the right products.

• The default value is provided but it isn’t that clear thus not allowing the user to see it clearly.

• There isn’t any option to directly add products to the cart thus the user doesn’t have the option to add the products they want instantly to the cart.

Principle 4: Make the user feel in Control

• The logo can’t be used as an escape hatch, the user cannot navigate back to the homepage by clicking the logo.

Principle 5: Provide Feedback

• There is no feedback as to when an item isn’t available, so the user doesn’t get information if an item is unavailable.

• Provides feedback on how much money is spent so the user is made aware of much money they are spending.

Principle 6: Be Flexible

• There is no other language option, so the user doesn’t have the option to change the language according to their preference.

• There isn’t any option to sort the products on display thus the user isn’t supported in finding the products according to their preference or the products they want.

Principle 7: Be Consistent and use Standards

• The shipping terms and conditions doesn’t follow the standards as it has “agreed” on the left side and “not agree” on the right which makes the user confused as it doesn’t follow the usual website standards of which the user is used to.

• The titles in the webpage don’t match on the tabs which can make the user unaware on which page they are.

• The colours on the web shop are inconsistent so the user can get confused if they are on the same web shop.

• Has some words such as “search” which have links but aren’t clickable which in return confuses the user as to where they must click.

Principle 8: Use Visual Hierarchy and keep it simple

• The pages on the workshop aren’t consistent, some of them have thumbnail grids while the other don’t, so the user must adapt to every page whenever they switch through these pages

• The items aren’t categorized properly, there is a different tab for non-food and the similar items aren’t put together. This in return doesn’t support the user in finding what they want specifically in less period.

• There is a separate tab for special items which is irrelevant to the whole page, so this will take up the user’s time as they will find irrelevant information when they navigate to this tab.

Principle 9: Offer Help

• The FAQ page in the web shop is very long with not much information so if the user wants to know something they won’t get information right away.

Principle 10: Use Emotions• There is use of the colour red which stands out and so it catches the eye of the user as they know where they need to click to navigate.• The other colours on the web shop are warm colours so they’re balanced• Some of the images on the items overview are large while some are small, so this lack of consistency would allow the user to catch their eye on the information that is larger.

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