MasterDam
UI/UX Project - MasterDam
MasterDam is an e-commerce-oriented brand site that blends product showcasing with editorial storytelling.
The goal was to create a visually compelling and intuitive experience that reflects the brand’s creative spirit while supporting future sales. Although the core focus was UI, UX considerations were implemented throughout — including a modular product grid and a hybrid product-journal structure.
Following launch, the client independently conducted user testing and analytics via Hotjar and Google Analytics to optimize content and flow.
Curious about the UX strategy? Jump to design insights.
The tools that I used for this project:
UI/UX Insights
- Brand-Driven UI: The website design was based on the brand’s unique, playful visual identity. The goal was to create a lighter, more dynamic atmosphere that reflects the nature of the product — in contrast to the heavier, more institutional feel of the parent company, IDEA.
- Strategic Positioning: We aimed to balance MasterDam’s credibility as a product of an established company with a tone that would appeal to a broader and more diverse audience including salespeople, marketers, and creative professionals, alongside traditional clients like universities and museums.
- Clear, Modular Layout: The layout emphasizes simplicity, hierarchy, and strong visual anchors, allowing users to quickly understand the product’s value and explore its features at a glance.
- User Testing Insights: Following launch, the client conducted extensive user research using Hotjar and Google Analytics. Heatmaps and user flow analysis confirmed that the site’s structure is clear and intuitive, successfully guiding users through the product story and increasing engagement.