Year
2022
Client
Etos
Category
UI Design
Product Duration
2 years
Etos, a leading Dutch drugstore chain with over 500 stores under the Ahold Delhaize group, wanted to claim the #1 position in the "well-being" category. With the rapid shift toward online shopping, their e-commerce platform needed to evolve to meet customer expectations and increase performance.
Between 2020 and 2022, our work led to a significant increase in conversion rates and average order value. In 2022, Etos was able to fully take ecommerce operations in-house, equipped with a solid foundation for both performance and branding. The refreshed visual identity gave the platform a more contemporary and cohesive look, better aligned with their well-being positioning and customer expectations.
VML brought together a cross-functional team of strategists, ecommerce consultants, SEO specialists, and designers. We focused on continuous improvements to the platform through CRO, web analysis, and feature development, such as improved cross-sell placements, enhanced subscription services, and more effective product presentation. These incremental updates laid the groundwork for a broader visual refresh. Etos had an existing offline-focused style guide, which we evolved into a modern, digital-first design system that brought clarity, consistency, and a more contemporary look across the platform.
I worked on ongoing UI improvements and contributed to feature enhancements that directly supported CRO goals. When we saw the opportunity to modernize the website visually, I helped reinterpret the offline brand into a digital look and feel. This involved updating typography, color use, and interface elements to create a fresher, more cohesive online experience that aligned with the brand’s new direction, that we helped shape.
