We designed a new global Philips webshop

Industry

Consumer home appliances

Consumer appliances

My role

Lead designer

Contribution

Rogier Welling: UX/UI

Timeline

2023 - 2025

When Philips Domestic Appliances became Versuni, their products were still sold through the global Philips website. To gain more control and put their own portfolio front and center, they needed a dedicated webshop.

As UX Design lead, I set the design direction and guided the team while working hands-on in Figma. Partnering with another designer - Rogier Welling, I balanced strategy with execution, making key decisions while fine-tuning details at the pixel level.

From blank canvas to conversion: crafting a webshop that works

Starting from scratch meant defining everything: from the user journey to the smallest UI details. The goal was clear: a webshop that provided a great and premium user experience but also drove results.

Starting from scratch meant defining everything: from the user journey to the smallest UI details. The goal was clear: a webshop that provided a great and premium user experience but also drove results.

Pixel-perfect at scale: atomic design in action

With a growing product range and global reach, UI consistency was key. An atomic design system ensured every component worked seamlessly across pages, markets, and devices.

With a growing product range and global reach, UI consistency was key. An atomic design system ensured every component worked seamlessly across pages, markets, and devices.

Designing for global scale, engaging locally

A webshop for multiple markets means balancing consistency with local flexibility. The challenge was creating a seamless experience that feels relevant everywhere while staying true to the brand.

A webshop for multiple markets means balancing consistency with local flexibility. The challenge was creating a seamless experience that feels relevant everywhere while staying true to the brand.

Making sense of a vast product portfolio

Versuni offers a wide range of home appliances. Making sure users find the right products was a major design challenge. An innovative guided buying flow was one of the ways to unlocking the portfolio in a user-friendly way.

Versuni offers a wide range of home appliances. Making sure users find the right products was a major design challenge. An innovative guided buying flow was one of the ways to unlocking the portfolio in a user-friendly way.

User needs first

A successful webshop starts with understanding its users. Research and testing helped shape an experience that makes finding and buying the right product effortless.

Quant data analysis

Analyzing funnels, heatmaps and conversion to uncover behavioral patterns at scale.

User interviews

Structured conversations to explore user motivations, needs, and context in depth.

Usability tests

Watching users perform tasks with prototypes to observe friction points and validate usability.

A/B testing

Comparing multiple live variations to measure which performs better with real user behavior.

A value proposition that stands the test of markets

Why should users choose to buy from the Philips Home Appliances webshop? Defining a value proposition helped sharpen messaging, guide design decisions, and create a compelling shopping experience.

A value proposition that stands the test of markets

Why should users choose to buy from the Philips Home Appliances webshop? Defining a value proposition helped sharpen messaging, guide design decisions, and create a compelling shopping experience.

A value proposition that stands the test of markets

Why should users choose to buy from the Philips Home Appliances webshop? Defining a value proposition helped sharpen messaging, guide design decisions, and create a compelling shopping experience.

Staying ahead with a clear design roadmap

A strong roadmap kept the project on track. Prioritizing key features, balancing short-term wins with long-term goals, and ensuring smooth execution made all the difference.

Staying ahead with a clear design roadmap

A strong roadmap kept the project on track. Prioritizing key features, balancing short-term wins with long-term goals, and ensuring smooth execution made all the difference.

Staying ahead with a clear design roadmap

A strong roadmap kept the project on track. Prioritizing key features, balancing short-term wins with long-term goals, and ensuring smooth execution made all the difference.

Content chaos to clarity: Information Architecture

A global webshop means many people creating content. A structured Information Architecture helped bring consistency, clarity, and efficiency to product storytelling across regions.

Content chaos to clarity: Information Architecture

A global webshop means many people creating content. A structured Information Architecture helped bring consistency, clarity, and efficiency to product storytelling across regions.

Content chaos to clarity: Information Architecture

A global webshop means many people creating content. A structured Information Architecture helped bring consistency, clarity, and efficiency to product storytelling across regions.

Design meets development: bridging the gap

A great design is only as strong as its implementation. Close collaboration with development ensured that the final webshop stayed true to the design vision.

Sprints

2-week development cycles focused on delivering incremental product value and validating learnings quickly.

QA checks

Reviewing implementation to ensure visual accuracy, interaction behavior, accessibility, and component usage match the design system.

Design meets development: bridging the gap

A great design is only as strong as its implementation. Close collaboration with development ensured that the final webshop stayed true to the design vision.

Sprints

2-week development cycles focused on delivering incremental product value and validating learnings quickly.

QA checks

Reviewing implementation to ensure visual accuracy, interaction behavior, accessibility, and component usage match the design system.

Design meets development: bridging the gap

A great design is only as strong as its implementation. Close collaboration with development ensured that the final webshop stayed true to the design vision.

Sprints

2-week development cycles focused on delivering incremental product value and validating learnings quickly.

QA checks

Reviewing implementation to ensure visual accuracy, interaction behavior, accessibility, and component usage match the design system.

Behind the scenes: the process

A global webshop doesn’t happen by accident. It takes stakeholder alignment, close collaboration with development, and constant decision-making. From design roadmaps to implementation details, here’s how we made it all come together.

Countries

Countries

18

Main categories

Main categories

8

Sub categories

Sub categories

36

Products

Products

400+

"Under Pim’s UX leadership, our vision for our own Global owned commerce came to life with clarity and precision.

His ability to set a strategic design direction while diving into the finer details ensured a seamless, globally scalable user experience in 18+countries that not only elevated our brand but also drove measurable results."

André van de Merwe

- Versuni Product Owner

André van de Merwe

- Versuni Product Owner

So, what's next?

Let's have a chat

and discuss

So, what's next?

Let's have a chat

and discuss

So, what's next?

Let's have a chat

and discuss

Let’s create lasting impact together
Let’s talk

hello@pimvantslot.nl

© Pim van ‘t Slot 2025

LinkedIn

Let’s create lasting impact together
Let’s talk

hello@pimvantslot.nl

© Pim van ‘t Slot 2025

LinkedIn