Intergamma

Intergamma (Gamma/Karwei) is the leading do-it-yourself retailer in the Netherlands. I contributed to the concept and design of "kluswerelden," a dedicated experience built around specific home improvement projects. The existing platform was largely product-driven, but customers don't think in products, they think in tasks. This made it difficult for users to understand what they needed to complete a project and in what order. Kluswerelden reframed the journey from browsing products to completing a task. Each world guided users through a specific project, combining inspiration, step-by-step tutorials, and all required products in one structured flow, a true one-stop shop. I shaped the experience and interaction patterns, ensuring users could move seamlessly between orientation, learning, and purchasing without losing context. This shifted the platform from a traditional e-commerce experience to a more goal-driven journey, helping users feel confident in starting and completing their projects while naturally increasing product discovery and conversion.