Getting our hands dirty for Arvesta's multi-brand webshop

User Experience

Design systems

The client

Arvesta, the company behind familiar farming brands like Aveve, is a well-known name among Belgian farmers. With their new webshop Veehouderijproducten for farm tools and animal care products, they wanted to make it easier for farmers to order what they need. From feed buckets to medical equipment, from boots to barn lighting. All things farming had to be easy to find and simple to order.

The goal

Not every farmer is born with a mouse in hand. And that’s fine. They’ve got cows and sheep to focus on, not complex interfaces. The goal was to create a webshop that speaks their language. A webshop that keeps things easy and intuitive, so farmers can spend less time clicking and more time doing what matters.

At the same time, this platform had to suit more than one brand. It needed to be designed as a flexible foundation for future Arvesta webshops. Thanks to a scalable design system and smart use of Figma variables, we can easily apply different brand identities to the same webshop structure. A single smart setup (by OutSystems) helped us to make it easy to roll out future Arvesta webshops. All with their own look and feel.

What we did

Reviewed the existing webshop and identified a confusing structure as the core problem.

Rebuilt navigation around how farmers actually search, not how products were catalogued.

Designed wireframes for both the frontend and backend, so the internal team could manage the shop with ease.

Our approach

Before building anything new, we took a close look at the existing platform. Let's just say the structure needed some serious tending. One big “shop” button tried to carry the entire load, while categories like “clothing” popped up under “cows”, and “stable equipment” appeared under “poultry”. Not exactly what you would expect.

Designing for how farmers actually think

The rebuild started with a clear question: how do farmers actually search for products? Turns out, it depends. Some think about the animal they need something for. Others just want cleaning products or workwear, no species attached. That insight shaped the entire structure.

We combined an animal-based navigation with smart product categories and a strong search function, so every type of user can find what they're looking for in their own way.

Designing for how farmers actually think

We combined an animal-based navigation with smart product categories and a strong search function, so every type of user can find what they're looking for in their own way.

Wireframes brought clarity to the full user journey, while a clear, to-the-point interface made the experience feel intuitive and trustworthy. We applied the same logic behind the scenes, designing wireframes for the back-end as well, so the internal webshop team can manage orders, invoices and product details.

Built for real-world conditions

Farmers check their phone mid-yard, hands still dirty, signal not always great. With mobile use as a priority, we avoided difficult labels or abstract categories. Instead, we focussed on big touch areas, minimal clicks, straightforward labels, and an interface that stays usable even when the Wi-Fi's chasing chickens.

A flexible foundation for the future

The project was never just about one webshop. From the start, Arvesta wanted a platform that could scale. Thanks to a flexible design system built in Figma with smart use of variables, different brand identities can be applied to the same underlying structure. Combined with a single smart OutSystems setup, rolling out future Arvesta webshops with their own look and feel becomes a whole lot more manageable.

Built for real-world conditions

A flexible foundation for the future

The results

The new platform makes it easy for farmers to order what they need, when they need it. Whether that’s delivered straight to the farm or picked up at an Aveve store of their choice. A clear interface that fits the rhythm of rural life, with a strong design system backbone for Arvesta to scale their web shops.

A fully rebuilt webshop structure based on how farmers actually search, instead of how the back-end was organised.

A mobile-first experience designed for quick checks in the yard, with big touch areas and minimal clicks.

A scalable design system that lets Arvesta consistently roll out new branded webshops without starting from scratch.