Overview
Wasgeurtje is a premium Dutch e-commerce brand focused on luxury laundry fragrances. The website was designed to create an immersive shopping experience where customers can discover fragrances, compare products, try sample sets and build personalised bundles with confidence. The experience combines premium visual storytelling with a structured product catalogue, clear purchase paths, social proof and conversion-focused shopping flows across desktop and mobile.
Challenge
01 — Creating a Premium E-commerce Experience
Wasgeurtje is a fragrance-focused brand where the most important product attribute — scent — cannot be experienced digitally. The challenge was to translate that sensory experience into a premium digital interface through visual storytelling, product presentation, refined typography, and immersive layouts.
02 — Simplifying Product Discovery
With multiple fragrance profiles, products, bundles, and collections, finding the right product could easily become overwhelming. The goal was to create a clear product structure and intuitive browsing experience that helps customers discover and compare fragrances with minimal friction.
03 — Balancing Rich UI with Performance
The experience required high-quality visuals, interactive elements, and a modern component-based interface without compromising speed or usability. Maintaining a balance between visual richness, responsive interactions, and overall performance was a key technical challenge.
04 — Designing a Frictionless Purchase Journey
The website needed to guide users naturally from discovery → exploration → comparison → trial → purchase. Creating clear CTAs, product information, trust signals, and multiple purchasing options while keeping the journey simple was essential for reducing friction and supporting conversions.
05 — Building a Consistent Component System
The website included a wide range of pages and reusable UI elements, from navigation and product cards to promotional sections and interactive components. Establishing a consistent and scalable component system was important for maintaining visual quality across the entire experience.
06 — Delivering a Seamless Responsive Experience
The premium desktop experience needed to translate effectively across smartphones and tablets. Complex layouts, product grids, navigation, and interactive elements had to remain usable, consistent, and visually refined across different screen sizes.
Approach
01 — Define the Brand Experience
We started by understanding Wasgeurtje’s premium positioning and translating its fragrance-focused identity into a refined digital experience. The visual direction was built around elegance, clarity, and sensory storytelling.
02 — Simplify the Shopping Experience
The experience was structured around how customers naturally discover and choose fragrances. Products, fragrance categories, collections, and key information were organised into a clear and intuitive shopping journey.
03 — Design for Discovery & Conversion
Every section was designed with a purpose — from product presentation and fragrance exploration to trust signals and calls-to-action. The goal was to move users naturally from discovery to decision and purchase.
04 — Build a Flexible & Consistent Interface
Reusable UI patterns and components were used to maintain a consistent visual language across the website. This created a scalable foundation that could support different content, products, and e-commerce experiences.
05 — Optimise Across Every Screen
The final experience was carefully adapted for desktop, tablet, and mobile. Layouts, navigation, product displays, and interactions were refined to deliver a smooth and premium experience on every device.
Key Screens & Features
Results
01 — Premium Brand Experience
Created a refined digital presence that reflects Wasgeurtje’s premium fragrance positioning and strengthens the overall brand perception.
02 — Clearer Product Discovery
Organised products, fragrance categories, collections, and key information into a more intuitive shopping experience.
03 — Stronger Purchase Journey
Designed a seamless path from discovering a fragrance to exploring, choosing, and purchasing with clear calls-to-action and relevant information.
04 — More Confident Shopping
Integrated product details, reviews, benefits, shipping information, and other trust elements to help customers make purchase decisions with greater confidence.
05 — Flexible Shopping Experience
Supported different customer needs through multiple purchase paths, including individual products, fragrance discovery, trial options, and curated bundles.
06 — Consistent Visual System
Established a cohesive interface across product pages, collections, promotional sections, and supporting content through consistent UI patterns and components.
07 — Responsive Across Devices
Delivered a polished shopping experience across desktop, tablet, and mobile, maintaining usability and visual consistency throughout.
08 — Scalable E-commerce Foundation
Created a flexible digital foundation capable of supporting new products, collections, campaigns, and evolving e-commerce experiences as the brand grows.
Tech Stack
