bol

bol

bol

Designing the future of retail

bol

Designing the future of retail

Bol is the leading Dutch e-commerce platform, serving over 13 million customers and offering over 41 million items in The Netherlands and Belgium.

Bol is the leading Dutch e-commerce platform, serving over 13 million customers and offering over 41 million items in The Netherlands and Belgium.

Bol is the leading Dutch e-commerce platform, serving over 13 million customers and offering over 41 million items in The Netherlands and Belgium.

Bento box design for internal presentation

Empowering Content & Customer Experience

My journey at bol began as part of the Discover product team where I helped our customers understand their needs and find what they are looking.

My team was responsible for implementing a new Headless CMS, powered by Contentstack. This platform unlocked a world of efficient content management, allowing my team to seamlessly create and adapt experiences across our websites and apps.

With this newfound flexibility, we embarked on shaping various aspects of the bol ecosystem, designing campaigns, landing pages, and reusable components that resonated with our customers.

Empowering Content & Customer Experience

My journey at bol began as part of the Discover product team where I helped our customers understand their needs and find what they are looking.

My team was responsible for implementing a new Headless CMS, powered by Contentstack. This platform unlocked a world of efficient content management, allowing my team to seamlessly create and adapt experiences across our websites and apps.

With this newfound flexibility, we embarked on shaping various aspects of the bol ecosystem, designing campaigns, landing pages, and reusable components that resonated with our customers.

Light and Dark Mode examples of a Product Page concept
Examples of Brand Shop Pages

Crafting a Seamless Checkout Experience

After my first assignment ended, I got the opportunity to join the Optimal Checkout Experience team. Our mission is to guide customers effortlessly through their journey, from the excitement of adding items to their basket, to clearly enable payment and delivery options, to the satisfying confirmation page.

We meticulously crafted and validated each step, ensuring clarity and ease of use to boost conversions and create a truly enjoyable shopping experience.

Crafting a Seamless Checkout Experience

After my first assignment ended, I got the opportunity to join the Optimal Checkout Experience team. Our mission is to guide customers effortlessly through their journey, from the excitement of adding items to their basket, to clearly enable payment and delivery options, to the satisfying confirmation page.

We meticulously crafted and validated each step, ensuring clarity and ease of use to boost conversions and create a truly enjoyable shopping experience.

Example of a redesign concept for the Checkout of bol (drag the arrow-icon)
Checkout Experience Concept (Animation)

Elevating the Product Detail Page

For my third project at bol I was asked to join the team behind the Product Detail Page – the most visited and commercially critical part of the platform.

Our focus was strategic and pragmatic: rebuild every version of the Product Page in the new technical stack to accelerate innovation and drive measurable impact.

That meant rebuilding each component in Figma, while improving accessibility, streamlining the user experience, and optimising for performance and conversion.

Working on such a high-impact touchpoint gave me deeper insight into how design influences customer behaviour and business outcomes.

It pushed me to think beyond aesthetics, to scalable systems, and all the moments that drive conversion.

Seeing the direct impact of design on conversion continues to fuel my drive to refine, optimise, and elevate the customer experience.

Elevating the Product Detail Page

For my third project at bol I was asked to join the team behind the Product Detail Page – the most visited and commercially critical part of the platform.

Our focus was strategic and pragmatic: rebuild every version of the Product Page in the new technical stack to accelerate innovation and drive measurable impact.

That meant rebuilding each component in Figma, while improving accessibility, streamlining the user experience, and optimising for performance and conversion.

Working on such a high-impact touchpoint gave me deeper insight into how design influences customer behaviour and business outcomes.

It pushed me to think beyond aesthetics, to scalable systems, and all the moments that drive conversion.

Seeing the direct impact of design on conversion continues to fuel my drive to refine, optimise, and elevate the customer experience.

Example of a redesign concept for the Product Page of bol (drag the arrow-icon)

Responsibilities

— Concept development

— User Experience design

— Visual design

— Prototyping

— Creative direction

— Design system contributions

— Design critiques

— Pitching & presenting

Redesign concept for the Product Page
A landing page made with the headless CMS

testimonial

“

Jan-Paul was instrumental in the development of the new CMS pages for bol. He brought a unique combination of editor-focused design, deep understanding of consumer behaviour, and meticulous attention to detail to the project. This resulted in a high quality end product that not only exceeded expectations, but was also way beyond a minimal viable product.”

Jan Willem Mathijssen, Project Lead at bol
Brand Storefront Pages
Campaign pages with a countdown component
Early concept for personalised checkout flow
All pages work from mobile to desktop

“We saw significant uplifts in key metrics such as engagement and conversion rates, directly attributable to Jan-Paul’s work.”

“We saw significant uplifts in key metrics such as engagement and conversion rates, directly attributable to Jan-Paul’s work.”

“We saw significant uplifts in key metrics such as engagement and conversion rates, directly attributable to Jan-Paul’s work.”

Jan Willem Mathijssen, Project Lead at bol