Amsterdam Duck Store

CASE STUDY
E-commerce Redesign (Personal Project)

PLATFORM
Web / E-commerce

MY ROLE
Product Design, UX/UI, Branding

Amsterdam Duck Store is an online specialty shop offering hand-crafted, unique ducks made from high-quality materials. The goal of this project was to modernize the digital experience, clean up visual clutter, and create a seamless, premium shopping journey tailored to the brand's unique character.

Overview

Target Audience

Middle-class young adults: Looking for unique, high-quality, and accessible lifestyle items.
Niche luxury product collectors: Seeking distinctive, rare, and collectible pieces with character.
Geeks & Techies: Drawn to quirky details, playful branding, and clever thematic design.
Designers: Appreciating clean aesthetics, thoughtful user experiences, and visual storytelling.

Brainstorming & Concept Mapping

Before diving into pixels, I started with a mind map to explore core concepts, brand characteristics, and structural directions for the store's digital experience.

Challenges

1. Cluttered Site

The design is cluttered and overwhelming due to an excessive number of pages and distracting elements.

2. Poor Usability

The design has an excessive number of elements and lacks proper structure, resulting in insufficient spacing between informational blocks.

3. Outdated Branding

Establishing a strong brand is crucial for a store to differentiate itself and attract customers.

Improvements

Challenge #1

Using White Space

Whitespace, also called negative space, is not merely the backdrop of a visual composition. The right amount of whitespace around a button attracts users' attention, making it more noticeable.

Challenge #2

Easy-to-Understand Categories

The Amsterdam Duck Store has unveiled a new, elegant, and simple branding that is tailored to its audience and reflects the company's character to appeal to customers and promote KPIs.

Challenge #3

Strong Brand Identity