Role: Senior Product Designer (freelance)
Teams: Checkout, and Loyalty & Retention
Period: March 2024 – now
Results: +1.5% transactions with a new order button · +15% sign-ups with a soft login wall · +20% sign-ups after removing the loyalty card login
Intergamma is the company behind GAMMA and Karwei, the biggest DIY chains in the Netherlands and Belgium. I design and keep improving the cart, checkout and My Account for both brands, and every new component goes live as an A/B test first.
Challenge
GAMMA and Karwei share one webshop, but customers buy very differently: a quick trip for screws or a full kitchen project. Every bit of friction in the checkout costs orders. The goal: make ordering frictionless and turn one-off buyers into returning customers.
How I work
I work with product owners, developers, a CRO specialist and a data analyst. We run 1 to 2 A/B tests per sprint: every test starts with a hypothesis from data and customer feedback, and only winners are built.
The checkout
Order button where people finish. I moved the order button from the order summary to the bottom of the form, at the end of the reading path.
+1.5% transactions
Payment method on the pay button. On mobile the button now says how you pay, for example "Betalen met iDEAL | Wero".
+1.2% transactions, +4.1% logins
Login & account
Logged-in customers come back more often, so we tested how to get more people to log in without losing orders.
Soft login wall between cart and checkout: +10% logins, +15% sign-ups
Benefits of an account in that login step: +7% sign-ups
No more 13-digit loyalty card login: +14% logins, +20% sign-ups
Login nudge on product and listing pages: +14% logins, +11% sign-ups
The app
I redesigned the GAMMA and Karwei apps. Logged out, the app shows what you gain from an account; logged in, you see your points, purchases, personal offers and loyalty card. For both brands I also designed the notification opt-in for order updates.
One design system, two brands
GAMMA and Karwei each had their own components, so every design was made twice. I proposed and designed one multi-brand design system: with Figma variables, one component library switches between GAMMA and Karwei, and a winning test can be rolled out to both brands in the same sprint.
Accessibility was built in from the start, because the webshop has to comply with the European Accessibility Act: visible focus states, enough colour contrast and clear error messages.
Result
A checkout and My Account that improve every sprint, based on data instead of opinions.
Skills
Multi-brand design system with variables
Accessibility
A/B testing
Optimisation
Stakeholder management
UX workshops
Idea generation
“Penney is one of the most structured and organised designers I have ever worked with. She proactively aligns technical details with the front-end developers, and aligns her designs with fellow UX designers at Intergamma so the customer journey stays consistent across domains. She is also an expert in setting up a design system and taking it to the next level.”
Wilma Groen, Senior Product Owner at Intergamma (translated from Dutch)