Revolutionizing E-Commerce UX: Enhancing Accell Group's Digital Storefront

Neoto Website Template - Freelance UX/UI Designer Amsterdam

In the rapidly evolving realm of digital commerce, a seamless and captivating user experience is the key to success. As the UX Lead for Accell Group, I embarked on a transformative journey to elevate their e-commerce platform using innovative methodologies and technologies. By strategically implementing design systems, design tokens, a multi-branded setup, and Figma-to-front-end synchronization, I contributed to reshaping the way users interact with Accell Group's diverse range of brands.


  • UX Leadership
  • UX Strategy
  • OOUX Design System
  • Design Tokens
  • Advanced Figma Setup

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The Challenge

Accell Group, better known by its bike brands including Raleigh, Sparta, Batavus and Koga, sought to establish an e-commerce platform that not only showcased their array of brands but also provided users with an intuitive and consistent shopping experience. The challenge was to harmonize distinct brand identities while ensuring a cohesive design process.

The Solution

Design System

Recognizing the need for a unified design language, we meticulously crafted a comprehensive design system. This system encapsulated the essence of each brand while maintaining a consistent UX across the platform. It served as a foundation for collaboration between designers and developers, expediting the design-to-development pipeline.

Neoto Website Template - Freelance UX/UI Designer Amsterdam
Neoto Website Template - Freelance UX/UI Designer Amsterdam
Neoto Website Template - Freelance UX/UI Designer AmsterdamNeoto Website Template - Freelance UX/UI Designer Almere

Leveraging Design Tokens

Design tokens emerged as a linchpin of our design system, enabling us to swiftly adapt brand-specific styles across components. This modular approach facilitated customization and eased the maintenance of a cohesive visual identity.

Neoto Website Template - Freelance UX/UI Designer Almere

Following OOUX Principles

Guided by the Object-Oriented User Experience (OOUX) philosophy already in place, we ensured our information architecture was centered around user needs and tasks. This approach resulted in a journey that effortlessly guided users to desired outcomes.

Neoto Website Template - Freelance UX/UI Designer Amsterdam
Neoto Website Template - Freelance UX/UI Designer Amsterdam

Figma To Codebase Token Synchronisation

To bridge the gap between design and development, we integrated Figma-to-front-end synchronization tools. This seamless connection ensured that design iterations translated accurately into functional front-end components, reducing discrepancies and expediting development.

Neoto Website Template - Freelance UX/UI Designer Almere

The Impact

Through our collaborative efforts, we delivered an e-commerce platform that showcased Accell Group's brands while enhancing the shopping experience for global customers. By harnessing design systems, design tokens, a multi-branded approach, and Figma-to-front-end synchronization, we achieved:


Harmony

A consistent interface that celebrated diverse brands while maintaining cohesion.

Efficiency

A design and development process that reduced production time and costs.

User

An intuitive shopping journey driven by established OOUX principles.

Personalization

Tailored brand experiences that resonated with individual user preferences.

Innovation

The adoption of methodologies that set new industry benchmarks.


As UX Lead behind this transformation, I am proud to have contributed to reshaping Accell Group's digital storefront. Our journey underscores the impact of strategic design implementations and collaborative efforts in creating an immersive and delightful e-commerce environment.