redesigning the online home of an iconic dutch hair care brand
Keune's salons feel premium. Their webshop didn't, yet. I redesigned every page that sells, from homepage to checkout, and stuck around during the build to make sure it came out exactly as designed.
The Atlas of Future Exhibitions is their answer, an open guide for the whole museum sector. Together with a creative agency in Amsterdam, I helped shape the design and built the entire site in Webflow.
challenge
80% of Keune's visitors shop on their phone, on a site that didn't live up to the brand. The redesign had to change that without starting over: it needed to fit their existing CMS, where some sections were fixed and others could be rebuilt. And because an external dev team would build it, every page had to be clear enough to hand over without me in the room to explain it.
approach
No gut feeling, no guesswork. We kicked off at Keune's office with their own audit of the site, then worked through brainstorm sessions to map out what every page really needed. I presented two concept directions, Keune chose one, and we sharpened it in rounds of feedback. Wherever Keune had data, we used it: their conversion research led to an always-visible search bar, their A/B tests to rounded buttons that convert better. An accessibility scan made sure the basics were solid before anything went to development. Then I walked the dev team through the design and reviewed every ticket on the preview links until it matched.
design
Calm, editorial and built around the product. Full-screen heroes, soft corners, plenty of space, and a flexible set of sections like before and after, spotlight and tagged products that Keune can mix and match on any page. Everything was designed mobile first, from the menu and filters to the pop-up cart and checkout, with a separate developer file down to the last pixel.
result
A new Keune webshop, live and built on Contentful. The team was enthusiastic from the first concept to the final review, and Keune now has a design system it can keep building on, without starting from scratch every time.
