Blackfridayshoppen

The challenge

A deal aggregator lives or dies on scanning speed. The visitor arrives mid-campaign, on a phone, with a rough idea ('something for the kitchen', 'a new phone') and a few seconds of patience. Every deal on the page is shouting that it is the best one.

The trap is to shout back. Discount badges, countdown timers and red pricing on every card cancel each other out and the page becomes noise.

The approach

I gave the page a strict hierarchy and then spent the visual budget carefully. The campaign dates live in one slim bar at the very top. Below it, three counters (shops, deals, categories) tell you the size of what you are looking at and act as the primary routes in. Only then come the deals.

Deal cards are deliberately quiet and identical: product, shop, old price struck through, new price, one green action. The discount badge is the single loud element, so a percentage actually reads as a percentage. Shops are browsable by logo, because people recognise Bol or Coolblue faster than they read a shop name, and categories by product photo for the same reason.

Illustration takes the campaign energy the interface refuses to: a mascot and a banner carry the Black Friday feeling so the deal grid can stay legible.

The outcome

Four ways into the same catalogue (by category, by shop, by deal, by brand) sharing one card component and one set of tokens, so a thousand offers render consistently and a new campaign is a content change rather than a redesign.