Portfolio Archive - Sabine Krouwer https://sabinekrouwer.com/portfolio/ UX/UI Designer Mon, 20 Oct 2025 17:45:14 +0000 en-US hourly 1 https://wordpress.org/?v=6.8.3 Reporting supermarket calamities https://sabinekrouwer.com/portfolio/reporting-supermarket-calamities/ Mon, 20 Oct 2025 17:38:34 +0000 https://sabinekrouwer.com/?post_type=portfolio&p=8401 The post Reporting supermarket calamities appeared first on Sabine Krouwer.

]]>
Client

Plus

Industry

Retail

Responsibilities

Stakeholder interviews, Product management, Research analysis, UX/UI Design

Team

Product League

Background

As one of the Netherlands’ leading supermarket chains with more than 400 stores, Plus Retail inevitably faces various calamities across its locations, including theft, fire, power outages, and robberies. To manage these situations effectively, the company has established a (physical) playbook that guides supermarket managers through the appropriate response actions for each type of incident.

Challenge

How might we simplify the incident reporting process for our supermarket managers, so that the right people are informed and the necessary steps can be taken quickly?

Research

Multiple challenges of the current way of working became apparent during the research:

  1. The reliance on physical documents—printed Excel sheets containing all scenarios and corresponding steps—proved problematic when store managers were not physically present at the location during a calamity.
  2. The need to inform various people across the organization about calamities was complicated: As employees moved to different roles within the company or left the organization entirely, contact lists quickly became outdated, creating communication gaps during critical situations.
Figure 1: Way of working – Excel document with extensive descriptions. Blurred for confidentiality

Solution

A mobile app (for reporting) and a back-office app (for managing the calamities and descriptions), developed in parallel.

Reporting flow

Project setup

The project only took up 4 sprints (2 months) in a lean project setup.

Figure 2: Project roadmap

The team consisted of 4 members: 1 UX/PO, 2 developers and 1 tester. With a combined UX/PO role, I took up the responsibility of business analysis, design and stakeholder and project management.

The product

The mobile reporting app enables supermarket managers to access calamity information and complete the reporting process efficiently. By replacing physical on-site documentation with a mobile solution, the app ensures that the right people have access to critical information exactly when they need it.

Upon opening the app, users select the relevant calamity and are presented with a clear, step-by-step guide outlining the necessary actions to take. Each calamity is linked to the appropriate division, and one of the typical steps involves contacting a regional manager from that specific division. Contact details remain current through integration with Microsoft Azure, ensuring users always have access to the most up-to-date information.

After completing the immediate response steps, users can begin the formal reporting process through a five-step wizard. This guided interface allows them to input all relevant information and details about the calamity. Before submission, users can review their entries on a summary page. Once the report is sent, a predetermined group of recipients—specific to each calamity type—receives an email notification.

The app also supports ongoing documentation, allowing users to return to their reports at any time to add further details or describe how the situation was resolved. These updates are sent to the same group of recipients, maintaining clear communication throughout the calamity management process.

Figure 3: Process flow – new situation
Figure 4: Flows mobile app in Zeplin

The back-office (desktop) app is only accessible for the product owners. They can make changes to the description of the calamities or add new calamities if needed.

The post Reporting supermarket calamities appeared first on Sabine Krouwer.

]]> Comparing and buying cattle yards online https://sabinekrouwer.com/portfolio/bordin/ Thu, 24 Jun 2021 14:57:08 +0000 https://sabinekrouwer.com/?post_type=portfolio&p=8271 The post Comparing and buying cattle yards online appeared first on Sabine Krouwer.

]]>
Client

Bordin Bros

Industry

Agriculture

Responsibilities

1:1 interviews, stakeholder presentations, research analysis, wireframes, prototypes, UI design.

Team

Redhanded (Clemenger BBDO)

Go to website

Background

Bordin Bros is a cattle yard equipment manufacturer, a family-owned business in regional Australia. Bordin operates from their main workshop in New South Wales, and relies on dealerships around Australia to sell their products in other parts of the country.

Challenge

How might we connect with our customers directly and provide the right advice and assistance, without being reliant on third-party dealerships?

Solution

An e-commerce website, where all product applications are explained and where customer can easily compare and purchase products.

Research

As UX Lead on this project, I worked with a Developer and Producer to deliver this product.

We started off with stakeholder interviews to understand and define the problem we needed to solve. We found that our client’s main issue was the lack of control over product information that is provided to its customers by the dealerships. Our client was frustrated about customers receiving inaccurate or incomplete information, and as a result missing out on sales. Moreover, the after-sales tracking and follow-up processes with customers lacked consistency, and is performed manually.

With this in mind, we prepared our customer discussion guide and scheduled our 1:1 user interviews. The main problem for customers concerned difficulty in understanding product differences and their application. It also became clear that this was particularly the case for hobby farmers who generally have less technical expertise.

Throughout the user research phase, we used apps like Miro to categorise our findings and to set up an empathy and customer journey map. From here we translated our client and customer needs into website goals and functionalities, which we presented to our client.

Research presentation snapshot

We presented our research insights to the stakeholders, which included an overview of business and customer needs in every customer journey stage. We translated these insights into website goals and functionalities.

Website structure

First, we analysed the existing client website and created a content inventory and sitemap. From here we developed a new sitemap for the future website that was informed by our research insights.

A major change of the new website structure is top-level navigation. Previously, products were categorised based on type of animal. By listening to customers as well as our client, we found out that many products can be used for several animal types. Moreover, cattle products represent the majority of products. We therefore decided to structure the product catalogue in the top-level navigation by product category instead of by animal type.

Prototype

Our prototype was tested among customers as well as client staff. Multiple rounds of feedback were taken into account before the high fidelity designs were developed. The payment flow of the prototype is pictured below.

Design

The final design of this e-commerce website contains multiple functionalities which were included based on customer feedback. This enables users to compare products and to be informed about product details.

  1. To choose the right product quality, a weighing bar on the product tile with an info pop up is designed to explain if a product is ‘mid-weight’, ‘heavy-duty’ or ‘extra heavy-duty’ and a brief explanation on when each is recommended.
  2. To easily compare products, a (downloadable) comparison table for each product category was developed.
  3. To get an early glimpse of a product, an image of each product appears in the navigation dropdown when hovering over each product.
  4. To get the full details of a product, the product detail page has an accordeon dropdown with more information about benefits, materials, shipping and warranty.

The post Comparing and buying cattle yards online appeared first on Sabine Krouwer.

]]> Riding safely through the city https://sabinekrouwer.com/portfolio/melbournecycling-app/ Tue, 22 Jun 2021 06:09:56 +0000 https://sabinekrouwer.com/?post_type=portfolio&p=6612 The post Riding safely through the city appeared first on Sabine Krouwer.

]]>
Client

Academy Xi

Industry

Transport & Infrastructure

Responsibilities

User Interviews, User Survey, Desktop Research, Empathy and Affinity Mapping, Journey Mapping, Wireframing, Prototyping.

Challenge

Poor cycling infrastructure in Melbourne makes it difficult and discouraging to ride a bike. How might we improve navigation for cyclists in Melbourne so that everyone feels comfortable riding a bike?

Design solution

Melbike is a navigation app for cyclists in Melbourne. It offers real-time road and traffic information and can be customised to your cycling needs. The ultimate goal is to make Melburnians feel more confident and safe while riding.

The rider can set up its own profile that can include preferences such as ‘minimal no. of traffic lights’, ‘bike lanes all the way’, ‘street lights in the evenings’ etc. It also offers and audio feature, so you will be navigated through traffic without looking on your phone. The sound will only be enabled for 1 ear for safety reasons.

phoen with map and route profiles

Discovery

Research

A combination of quantitative and qualitative was conducted to lay a foundation for our design solution.
We reached out to Melbourne-based cyclists within the community through:

  • Face-to-face interviews
  • An online survey on Facebook cycling groups.

A common frustration of most people was the inconsistency or lack of bike lanes that makes cyclists feel vulnerable. Because of that, most cyclists plan a route in advance on their phone, mostly via Google Maps. But the difficulty here is, even though you can select ‘bike’ as mode of transport, it doesn’t consider the quality and consistency of bike lanes.

Victorian Cycling Strategy 2018-2028 report

Four in ten Victorians say they would be encouraged to cycle, 
or cycle more often if the cycling network was safer and better connected and if it provided a lower-stress experience.

  • mapping research findings on sticky notes
  • group of designers discussing the research findings

Sorting our research findings

Once we’ve collected our research, it was time to synthesise our findings through empathy and affinity mapping. In this way, we distill the key insights of our users’ behaviours and attitudes to set up personas and ultimately help us to design a meaningful product.

Who are we designing for?

The research clearly identified two personas with different needs.

Lucy is an occasional cyclist and riding is simply a way of transport for her. Her main goal is to get to her destination safely and comfortably.

Andy, on the other hand, is a recreational rider and commuter who likes to participate in cycling races on the weekend. He is annoyed by the slow cyclists on bike paths and too many traffic lights, because his average speed on Strava will instantly drop.

  • persona 2 overview
  • persona 1 overview
  • persona differentiators
Empathising with our users at every step of the way

Now that our user profiles are established and we’ve synthesised their needs, wants and frustrations, it is time to use these insights and map them into a (current state) customer journey map to identify opportunities for our solution.

journey map Lucy

Competitive landscape

We listed all the opportunities (user needs) that we distilled from our journey map and compared that with competitors.
In this way, we could easily find gaps in the existing offering and identify opportunities for our design solution.

competitor analysis overview

Design

  • diagram of a user flow
  • diagram of a user flow

Initial stage in visualising a solution

Our user flows are the first step towards designing a solution.
We look at our personas and start drawing out different navigation pathways in our digital environment. As our users are obviously on-the-go, we decided to create an app instead of a website.

The post Riding safely through the city appeared first on Sabine Krouwer.

]]> Providing COVID-19 insights https://sabinekrouwer.com/portfolio/providing-covid-19-insights/ Sat, 05 Jun 2021 18:04:59 +0000 https://sabinekrouwer.com/?post_type=portfolio&p=8195 The post Providing COVID-19 insights appeared first on Sabine Krouwer.

]]>
Client

National Australia Bank

Industry

Financial Services

Responsibilities

UI Design

Team

Clemenger BBDO

Background

National Australia Bank (NAB) is one of Australia’s Big Four banks. NAB wanted to inform its workforce on how the COVID-19 pandemic impacts the bank’s customers.

Approach

The Clemenger BBDO Strategy team developed a basic COVID-19 dashboard leveraging a weekly refreshed data feed. The dashboard informs the NAB workforce on how the COVID-19 pandemic impacts the bank’s customers from an economic, cultural and health perspective.

My role as UI Designer was to come up with a web-based dashboard interface design which is consistent with the NAB branding and would enhance the user experience.

Solution

I created a dashboard design which aligns with the NAB style guide and matches the overall online branding.

The menu sidebar on the left makes it easy for users to navigate through different categories. The menu sidebar is fixed at the top when scrolling down. Each category page has several buttons at the top providing an instant overview of available sub-topics (unlike a dropdown menu).

The post Providing COVID-19 insights appeared first on Sabine Krouwer.

]]> Saving up for your next adventure https://sabinekrouwer.com/portfolio/banking-app/ Sat, 05 Jun 2021 05:11:39 +0000 https://sabinekrouwer.com/?post_type=portfolio&p=6564 The post Saving up for your next adventure appeared first on Sabine Krouwer.

]]>
Client

RMIT Melbourne

Industry

Financial Services

Responsibilities

Competitive landscape review, User flows, Usability testing, Prototyping, Branding, UI Design.

logo and illustrations of people

Background

Walley Bank is a new kid on the block in the Australian market and is looking disrupt the banking world by offering a refreshing new banking app that meets the needs of its customers.

My role in this project was to:

  1. Create a visual identity and a foundation for a design system for Walley Bank
  2. Design a section in the app where saving is encouraged through big and small saving buckets.
  3. Design new payment section

Research

User research has been done and 2 key personas have been identified: The Big Spender and The Organiser. The Big Spender mainly needs support in managing savings, whereas The Organiser is in need of an overview of savings and transactions.

Persona description_the organiser

User flow

Our flow diagram displays the structure and functionality of the app from a user standpoint. My role for this project was focusing on the savings and new payment sections.

Competitor review

In order for Walley Bank to stand out from the competition, a visual competitor review was our starting point. Looking at the 5 major banks in Australia, we created an overview of their look and feel.

competitor review

Moodboard

Walley Bank wanted to be different and stand out from the status quo. This moodboard helped us to get a good feel of the visual direction in terms of fonts, shapes, colours and illustrations.

moodboard

Wireframes

These initial sketches were a starting point to then create the high-fidelity designs.

Feedback

The designs were tested among 8 users and had to complete the following tasks:

  1. Make a payment to your friend Tim
  2. Change your settings to receive the monthly Walley newsletter
  3. Check how much money you have left in your savings to go out for dinner this month

The post Saving up for your next adventure appeared first on Sabine Krouwer.

]]> Improving the in-store customer experience https://sabinekrouwer.com/portfolio/improving-the-in-store-customer-experience/ Fri, 10 Jul 2020 07:17:40 +0000 https://sabinekrouwer.com/?post_type=portfolio&p=6671 The post Improving the in-store customer experience appeared first on Sabine Krouwer.

]]>
Client

Kubota Australia

Industry

Agriculture

Responsibilities

User interviews, user personas, research synthesis

Team

Redhanded (Clemenger BBDO)

kiosk (digital device) with UI designs

Background

Kubota is a manufacturer of farm machinery and construction equipment. In Australia, Kubota partners with 100+ dealerships which make up for the majority of sales.

Challenge

Kubota offers an extensive machinery range and variety of product models. However, understanding the differences and comparing products can be a difficult task for a customer.

How might we improve product information that is beneficial for the in-store customer as well as the dealer?

Research

The research approach for this project was very lean. Nonetheless, the insights turned out to be incredibly valuable for both this project and for broader business insights.

We interviewed six dealership managers. Unfortunately there was no opportunity to interview customers, but as dealers are the main contact for the customers, we expected them to have a good sense of the in-store experience, tell us about the interaction with their customers, their needs and pain points.

journey mapping

Insights

The interviews gave us great insight into the dealers’ operations but more importantly, the customer.

Kubota works with three customer segments: hobby farmers, professional farmers and construction workers. A key learning was that construction workers hardly ever come into dealerships and handle most sales over the phone.

Therefore, the content for the kiosk would need to focus on the agriculture/farming segments only.

Secondly, most dealers find it difficult to follow-up on walk-in customers, as they currently only capture customer data upon completion of a purchase.

It therefore became a requirement to capture customer data in an early stage.

And thirdly, dealers indicated the difficulty of highlighting all product features and functionalities as not all product models are on display in-store (and the product catalogue does not display all products either).

So for both dealers and customers, the kiosk should serve the need to compare and browse the complete product range.

Solution

Our design solution is a digital kiosk that is integrated in the in-store buying process, providing customers with the essential information to easily compare agriculture machinery, whilst capturing customer data for dealers to be able to follow-up the conversation after a customer visit.

The kiosk’s screensaver will promote the latest product offers. By touching the screen, a welcome split screen will appear with an option to enter a competition and win a prize (data capture point 1) or find find and compare product features with an option to save and email information for future reference (data capture point 2).

The post Improving the in-store customer experience appeared first on Sabine Krouwer.

]]> Celebrating agency group results https://sabinekrouwer.com/portfolio/clemenger-group-annual-report-website/ Thu, 09 Jul 2020 07:50:52 +0000 https://sabinekrouwer.com/?post_type=portfolio&p=6625 The post Celebrating agency group results appeared first on Sabine Krouwer.

]]>
Client

Clemenger Group

Responsibilities

Concept, UI Design

Industry

Advertising & Communications

Team

Redhanded (Clemenger BBDO)

Go to website

Brief

Clemenger Group Limited is the holding company of a group of advertising and marketing communications agencies throughout Australia and New Zealand. Every year, the Clemenger Group reports its financial figures in an annual report. And instead of only presenting the financial performance, this online report is a celebration of the work, the people and the agencies that form the basis for the Group results.

Result

The concept for this project is based on ‘Creativity is always the answer’ – the overarching theme for all agencies within the Group who offer various disciplines and category expertise. The round, playful and fluid shapes represent the nature of the creative process and the work.

The post Celebrating agency group results appeared first on Sabine Krouwer.

]]>