Gebr. Heinemann

Streamlining the webshop experience

As a UX + UI Designer

I helped travelers shop with confidence by enhancing the Gebrüder Heinemann webshop’s accessibility, core user flows, and design consistency.

design system

information architecture

accessibility

figma

e-commerce

WCAG AA

Outcomes

By enhancing checkout and cart flows, refining the design system, and implementing WCAG AA standards, I created a more inclusive and scalable user journey.

In-depth breakdown

By mapping the current experience, I surfaced about a dozen friction points across navigation, product discovery, and checkout. I compared Heinemann’s setup to 8 direct competitors and filtered Baymard’s most relevant insights.

Backed by that data, I moved into wireframing and prototyping. Always building on and extending the brand’s existing design system.

The problem

The cart lacked clear guidance and failed to deliver a smooth buying experience across devices. Right from the start of the funnel.

Benchmarking

What approaches are competitors using? By scanning them, I identified and curated key opportunities.

Baymard

Using Baymard’s audits, I curated evidence-based guidelines to strengthen and validate my design decisions.

User journey

I redesigned the purchase flow for different user roles and added a final optional prompt to convert guests into registered users.

Comparison

The process resulted in a comprehensive, organized blueprint of every flow through to the final sale, making it easy to visualize the improvements in a clear before-and-after view.

Fixed call to action

On desktop and “in-between”, I moved the CTA and all information related to the sale to a fixed position on the right side of the screen. On mobile a fixed price bar connects via anchor to the final call to action.

Delivery options

Am I qualified for free shipping or how do I become eligible for free shipping (by, for example, adding additional items)?

Prototyping

I created alot of prototypes. For example, to validate assumptions for a new “add feed” feature for the app. Through 2 rounds of user interviews, which I prepared, moderated and analyzed, I validated a user journey which went live in the app.

Stefan Holzheu

Product + motion design