BTN de Haas
BTN de Haas, a Dutch agricultural company specializing in dairy farming products, sought to redesign their outdated website to better serve both experienced farmers and newcomers. The aim was to create a modern, user-friendly platform that would simplify product selection and enhance the overall purchasing experience.
UX & UI Designer
The Challenge
The challenge was to design a website that would meet the needs of a diverse audience. Experienced farmers, like Jan Verhoeven (fictional persona), required quick access to detailed product information, while new users needed a straightforward, easy-to-navigate interface. The website also needed to ensure accessibility, providing clear navigation and easy product comparisons.
Process
User research: focused on understanding Jan’s needs: efficiency, quality products, and easy decision-making. UX workshop: identified key challenges during a UX workshop, like simplifying product comparisons and improving navigation to avoid information overload. Design system: set up a design system to ensure consistency across the entire project. Wireframing & prototyping: re-designed the primary screens of the website. Client feedback & user testing: gathered client feedback & user testin to refine the design, ensuring it met both functional and accessibility needs.
Solution
Our persona Jan doesn't have time to waste, so the goal was to create a website that made his decisions faster and easier. We introduced features like product comparisons, with labels like “BTN recommends” and “Best price,” so Jan could quickly see what worked best for his farm.
The navigation was streamlined. The checkout process was also optimised, with easy-to-use form fields and clear delivery times and costs. We also made sure the experience was personalized, offering tailored product recommendations based on Jan’s previous purchases and specific needs for his farm. And with clear pricing information, including price per kilogram and tiered pricing, Jan had all the facts he needed.
Design ideas
One of the standout features of the redesigned platform is the smart checkout system, designed to make every purchase as seamless and efficient as possible. A key highlight is the tier price recogniser. It automatically detects if customers are missing out on tiered discounts and provides them with the option to benefit from the savings with one click. This ensures that users always get the best value without needing to calculate manually.
Key takeaways
With just 100 hours to design both desktop and mobile versions, I had to focus on what truly mattered. I made sure Jan’s experience was quick, efficient, and easy, no matter what device he was using. Being the only designer and under tight pressure to deliver within budget was definitely challenging. In the end it all came together, and the result was amazing. View the live website: www.btndehaas.nl
