Role: UX/UI Designer · Self-initiated e-commerce concept
Role: UX/UI Designer · Self-initiated e-commerce concept
HYGG — Furniture E-commerce
01 / Project goal
Create a calm web and mobile shopping experience for Dutch furniture buyers that reduces decision anxiety. The product needed clearer filtering, richer product context, interior inspiration, flexible payment and a post-purchase dashboard so users could move from inspiration to purchase with more confidence.
01 / Project goal
Create a calm web and mobile shopping experience for Dutch furniture buyers that reduces decision anxiety. The product needed clearer filtering, richer product context, interior inspiration, flexible payment and a post-purchase dashboard so users could move from inspiration to purchase with more confidence.
02 / What needed to change
The research pointed to five practical blockers: limited time for browsing, difficulty finding distinctive pieces, uncertainty about how furniture fits inside a room, unclear payment and delivery tracking, and visually overwhelming commerce pages. I translated these into stronger filtering, curated product storytelling, inspiration blocks, flexible payment, order tracking and a quieter interface.
02 / What needed to change
The research pointed to five practical blockers: limited time for browsing, difficulty finding distinctive pieces, uncertainty about how furniture fits inside a room, unclear payment and delivery tracking, and visually overwhelming commerce pages. I translated these into stronger filtering, curated product storytelling, inspiration blocks, flexible payment, order tracking and a quieter interface.
03 / Research findings: furniture buyers
The Dutch furniture-buying journey showed a confidence gap. Users wanted to compare less and understand more: what makes an item unique, how it fits with other pieces, what delivery will look like, and where to get help after purchase. Furniture is expensive and physical, so unclear material, scale, payment or delivery information quickly becomes hesitation.
03 / Research findings: furniture buyers
The Dutch furniture-buying journey showed a confidence gap. Users wanted to compare less and understand more: what makes an item unique, how it fits with other pieces, what delivery will look like, and where to get help after purchase. Furniture is expensive and physical, so unclear material, scale, payment or delivery information quickly becomes hesitation.
04 / Design decisions
I shaped the experience around decision support, not decoration. Search filters shortened exploration. Product pages gave more space to uniqueness, materials and visual atmosphere. Interior inspiration showed combinations in context. Multiple payment options reduced checkout friction. A personal dashboard made delivery tracking and support easier to find.
04 / Design decisions
I shaped the experience around decision support, not decoration. Search filters shortened exploration. Product pages gave more space to uniqueness, materials and visual atmosphere. Interior inspiration showed combinations in context. Multiple payment options reduced checkout friction. A personal dashboard made delivery tracking and support easier to find.
05 / Validation metrics
Because this is a pre-launch concept, the next step is validation. I would track search success rate, product views per session, time on site, bounce rate, cart abandonment, conversion rate, NPS, reviews, delivery feedback and support questions to see whether users move from inspiration to purchase with less hesitation.
05 / Validation metrics
Because this is a pre-launch concept, the next step is validation. I would track search success rate, product views per session, time on site, bounce rate, cart abandonment, conversion rate, NPS, reviews, delivery feedback and support questions to see whether users move from inspiration to purchase with less hesitation.
Thanks for reading
Thanks for reading
If this kind of product thinking feels useful for your product, project or team, I’d be happy to talk.
Work with me →
Thanks for reading
If this kind of product thinking feels useful for your product, project or team, I’d be happy to talk.
Work with me →