In this graduation assignment for my ICT & Media Design course at the Fontys Hogeschool in Eindhoven, I had the opportunity to redesign the website of tree nursery Den Mulder. In which, through various research methods, I answer the main research question: “How can the user experience of the Den Mulder Boomteelt website be optimised to increase conversion of private (B2C) customers in the future, while maintaining consistency of the current house style and professional (B2B) website?”
In 2022, INOVA started an investment process with Den Mulder. Den Mulder is a tree nursery with a webshop offering over 2,000 trees and garden plants from its own production, supplemented by products from other contract growers, resulting in a very wide range of over 9,000 different tree and plant species.
INOVA started an investment process with Den Mulder to grow them through marketing campaigns. This involved an agreement that INOVA will receive x% of all B2C (business-to-consumer) sales from Den Mulder for five years. Over the past two years, the forecast of expected sales has not been achieved, so the urgency from INOVA is high. To ensure that the investment becomes profitable, revenue from B2C sales must be increased. They want to achieve this by improving the current user experience of the website, specifically for retail customers.
The desired outcome is that this year and the next few years the revenue forecast does get met, and that a larger part of the profit comes from B2C customers, to break even this year. If this is not the case, INOVA will eventually have a negative ROI (return on investment).
In addition, based on its own research, Den Mulder wanted to improve consumer experience and conversions. She wanted to keep the focus on finding the perfect tree for all green lovers, without becoming a garish webshop or being associated with a plant centre.
The brief involved completely rebuild the current website. This means converting the website to a faster and more modern e-commerce platform that best suits the requirements of this project. For this, the choice was made to use Shopify which was also confirmed by research to be the best option for this project.
The updated branding remained, but the layout was changed based on analyses of the current website. For this, user pain points were identified and a new design was proposed, which was optimised based on multiple iterations and user testing.
The assignment includes analysing the current website for user errors, designing several iterations for the new design and testing the design with the target audience.
Final Desktop Version
View the desktop version below
Final Mobile Version
View the mobile version below
