Website Profotonet

Website Profotonet

Web

E-Commerce

Year

2025

Team

  • Branding (Menno Cruijsen)

  • UX (Sander Vroeger, Anneloes ter Harmsel)

Scope

  • E-commerce experience

  • Product discovery & decision flow

  • Navigation architecture

  • Brand system integration

Role

  • Led visual and interface design for the redesigned e-commerce experience

  • Translated the new brand identity into scalable UI patterns

  • Designed decision-support modules clarifying formats and pricing before configuration

  • Conducted design QA to ensure consistency across the site

Redesigning Profotonet’s e-commerce experience following a new brand identity, balancing expressive brand moments with a clearer product discovery and decision flow.

New brand identity led by Menno Cruijsen. A newly introduced brand identity set the visual direction, requiring careful interpretation and systematization across a complex e-commerce experience.

A flexible set of article header variants was designed to accommodate different editorial contexts, allowing for richer brand expression while maintaining consistency across content types.

A flexible set of article header variants was designed to accommodate different editorial contexts, allowing for richer brand expression while maintaining consistency across content types.

New brand identity led by Menno Cruijsen. A newly introduced brand identity set the visual direction, requiring careful interpretation and systematization across a complex e-commerce experience.

Clarifying Configuration and Cost Early in the Journey

Before

The most critical information for customers—available configurations and their cost implications—was fragmented and difficult to scan, making it hard to compare options or understand price impact early in the journey. In some cases, expanding formats and prices resulted in up to 50 rows per product, creating significant cognitive load.

Additionally, essential guidance for first-time customers—such as differences between paper types—was buried behind links to separate content pages, frequently pulling users out of the purchase flow and overwhelming them with irrelevant information.

After

The redesigned Format and Price module allows customers to configure their desired format and immediately understand how pricing is affected by key options such as paper type, hanging system, and frame.

Although the final price is confirmed later in the flow—once images are uploaded—the module provides an early cost estimate on the PDP, helping users form expectations before committing to the full creation process.

Contextual explanations are embedded directly within the module, with concise descriptions and targeted links that reveal additional information only when relevant.For information shared across products, such as paper types, anchor links guide users directly to related modules further down the page—keeping the experience focused and avoiding unnecessary repetition.

The redesigned Format and Price module allows customers to configure their desired format and immediately understand how pricing is affected by key options such as paper type, hanging system, and frame.

Although the final price is confirmed later in the flow—once images are uploaded—the module provides an early cost estimate on the PDP, helping users form expectations before committing to the full creation process.

Contextual explanations are embedded directly within the module, with concise descriptions and targeted links that reveal additional information only when relevant.For information shared across products, such as paper types, anchor links guide users directly to related modules further down the page—keeping the experience focused and avoiding unnecessary repetition.

Reducing Choice Overload Through Intent-Based Navigation

Before

The main navigation exposed a large number of products at once, creating cognitive overload and making it difficult for users to identify relevant or popular options.

A lack of hierarchy made it unclear which products were most popular, new, or recommended, while short descriptions added visual noise without meaningful differentiation.

After

The navigation was restructured around two primary user needs: discovering popular products and browsing by material type. Product tags highlight specific items, while a dedicated editorial section adds inspiration and guidance.

Detailed product explanations were intentionally moved one level deeper to the Product List Page (PLP), where differences between products can be explained more clearly in a scannable, bullet-point format.

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Main navigation – Wall art

Main navigation – Wall art

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Design sketches

Design sketches

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