Redesigned PDP with smaller image, title, and price display to ensure “Add to Cart” is visible in the initial viewport.
Product Detail Page
Before 2018
My work
Current design
Header & Search
Early headers (pre-2018) were clunky, we've tested multiple navigation and search designs, the current (2025) design shows clear continuity and refinement.
Before 2018
My work
Current design
Fixed button and size bottom sheet
For the PDP, we tested a sticky button that was always visible and the removal of size selection from the initial state. Neither test produced quantifiable results or succeeded at the time. By 2025, however, these patterns were implemented successfully as users had become more comfortable with them.
My work
Current design
My Responsibilities
UX Research
Interview customers, Monitor Mopinion & Debrief Hotjar video flows
Ideation
Defining strategic & conceptual concepts
User testing
Running A/B test, Setting-up & conducting qualitative user tests
Ux & Visual design
Wireframing, Prototyping, UX/UI design for alle tests
SOME OF THE SUCCESs
8,4% uplift
On conversion by consistent display of discounts per item & order
12% uplift
Applying the scarcity principle to the product page
Upgraded mobile e-commerce experience
Redesigned category and product pages. Redefined navigation patterns
Previously I displayed the entire proces, I decided to show how steady and innovative design looks!
Instead of walking through every step of the process, I wanted to show how consistent, thoughtful design creates lasting impact. First, the pre-2018 designs. Then, the concepts my team at HEMA and I created in 2018–2019 through ideation, sketching, and A/B testing. Finally, today’s designs. Even though not every concept was implemented at the time, I’m proud to see how closely the current experience reflects the direction we set back then. This proofs that steady, innovative design thinking endures.
LITTLE MORE
DETAIL
To first project
HEMA
In 2018 I joined HEMA, still one of the most fun assignments I had. We aligned on our (personal) values. I had a great time improving their e-commerce experience.
My main task was providing numerous design proposals, prototypes and contributing to ideation on quantitive and qualitative user- & AB tests. Along the way, I've got involved in other projects within HEMA through the Innovation Lab.
