Bringing sustainability to life through UX and storytelling
I designed the DutchX website, partnering with their team to create a digital experience that reflects their mission: sustainable, tech-powered urban logistics. The goal was to build a clean, modern interface that feels fast, human, and trustworthy - while clearly guiding users toward action.
User-Centered Flow
From the start, I focused on defining intuitive user flows for two key audiences: delivery riders looking to join the team, and businesses exploring partnership opportunities. The site architecture, call-to-actions, and layout were all designed to minimize friction and drive conversion, especially on mobile.
Visual Language & Illustrations
To support DutchX’s vibrant brand personality, I created a full set of custom vector illustrations. These visuals helped inject warmth and storytelling into the interface — highlighting team spirit, motion, and eco-conscious delivery in a way that static photos couldn’t.
The Result
The final product is a responsive, conversion-focused site that brings together thoughtful UX, clear structure, and a playful-yet-professional visual style. It speaks directly to both audiences, communicates DutchX’s values, and stands out in a crowded logistics space.
I designed the DutchX website, partnering with their team to create a digital experience that reflects their mission: sustainable, tech-powered urban logistics. The goal was to build a clean, modern interface that feels fast, human, and trustworthy - while clearly guiding users toward action.
User-Centered Flow
From the start, I focused on defining intuitive user flows for two key audiences: delivery riders looking to join the team, and businesses exploring partnership opportunities. The site architecture, call-to-actions, and layout were all designed to minimize friction and drive conversion, especially on mobile.
Visual Language & Illustrations
To support DutchX’s vibrant brand personality, I created a full set of custom vector illustrations. These visuals helped inject warmth and storytelling into the interface — highlighting team spirit, motion, and eco-conscious delivery in a way that static photos couldn’t.
The Result
The final product is a responsive, conversion-focused site that brings together thoughtful UX, clear structure, and a playful-yet-professional visual style. It speaks directly to both audiences, communicates DutchX’s values, and stands out in a crowded logistics space.
Heres the websites first launch:
Illustration System
As part of the project, I developed two complementary sets of illustrations that support DutchX’s visual identity and enhance the user experience across the site.
1. Brand Story Illustrations
This set includes custom vector scenes that visualize key aspects of DutchX’s operations - such as bike delivery, team culture, and sustainable logistics. These illustrations were designed in a flat, minimal style with warm tones and soft gradients, combining approachability with professionalism. They appear in key sections of the site to reinforce storytelling, create emotional connection, and bring the brand to life without relying on stock photography.
This set includes custom vector scenes that visualize key aspects of DutchX’s operations - such as bike delivery, team culture, and sustainable logistics. These illustrations were designed in a flat, minimal style with warm tones and soft gradients, combining approachability with professionalism. They appear in key sections of the site to reinforce storytelling, create emotional connection, and bring the brand to life without relying on stock photography.
Example themes:
– Riders in motion
– DutchX delivery hubs
– Fleet vehicles (bikes, vans, cargo trikes)
– Riders in motion
– DutchX delivery hubs
– Fleet vehicles (bikes, vans, cargo trikes)
2. Icon-Based Graphics & Micro-Visuals
Alongside the narrative scenes, I created a series of 3D-inspired icon-like visuals used for UI elements, callouts, and service highlights. These are softer, more abstract in style — with rounded forms, clean shadows, and subtle glow accents - helping to guide users and create visual rhythm across the page.
Alongside the narrative scenes, I created a series of 3D-inspired icon-like visuals used for UI elements, callouts, and service highlights. These are softer, more abstract in style — with rounded forms, clean shadows, and subtle glow accents - helping to guide users and create visual rhythm across the page.
Example themes:
– Chat & planning icons
– Thumbs-up, heart, balance scale
– Neutral badge shapes used for call-to-action buttons
– Chat & planning icons
– Thumbs-up, heart, balance scale
– Neutral badge shapes used for call-to-action buttons
Responsive Design
This set includes custom vector scenes that visualize key aspects of DutchX’s operations - such as bike delivery, team culture, and sustainable logistics. These illustrations were designed in a flat, minimal style with warm tones and soft gradients, combining approachability with professionalism. They appear in key sections of the site to reinforce storytelling, create emotional connection, and bring the brand to life without relying on stock photography.
This set includes custom vector scenes that visualize key aspects of DutchX’s operations - such as bike delivery, team culture, and sustainable logistics. These illustrations were designed in a flat, minimal style with warm tones and soft gradients, combining approachability with professionalism. They appear in key sections of the site to reinforce storytelling, create emotional connection, and bring the brand to life without relying on stock photography.
