How DGTLmotion created Oma's Maaltijd’s Shopify site design with Instant

For Oma’s Maaltijd, creating an online storefront that could bring their mission to life was essential. They sell fresh soups based on recipes from real Grandmas, with at least 50% of all profits going to the Granny’s Foundation. 

Establishing a strong digital presence could help them spread their mission even further and make a bigger impact on decreasing senior loneliness. 

So, to bring this vision to life, they partnered with DTGLmotion, a marketing agency also based in the Netherlands.

The project aimed to build an intuitive and heartwarming Shopify storefront that would mirror the brand’s mission: bringing the coziness and love of a grandmother’s cooking into every customer’s home. 

By using Instant Page Builder, DTGLmotion layered a fully customized site on top of the Dawn theme, crafting a seamless user journey that centers on storytelling, functionality, and warmth. 

Here’s a quick breakdown of what they built:

• Home page: A warm, welcoming introduction with a focus on community and social impact.
  
  

• About page: An engaging narrative highlighting the brand’s mission and contributors.
  
  

• How it works page: A clear, step-by-step guide to simplify the ordering process.
  
  

• Product detail page (PDP) template: Transparent and organized product information with cross-selling opportunities.
  
  

• FAQ page: A comprehensive resource for customer questions.
  
  

• Subscribe and save page: A recurring order option with enticing discounts.
  
  

• Referral page: A program to encourage organic growth through customer advocacy.

This case study will explore how DTGLmotion’s design decisions aligned with Oma's Maaltijd’s mission and how each page was crafted to engage, educate, and connect with customers—all made possible with Instant Page Builder.

Home Page

The home page immediately sets the tone for Oma's Maaltijd’s unique blend of heartfelt storytelling and functional design. Upon arrival, visitors are greeted by a banner with the message, "Artisanal meals with love from grandma," and a prominent "Order Now" button that invites them to explore further. 

DTGLmotion leaned into the brand’s mission by dedicating space to its social impact. Just below the banner, the site highlights that 50% of Oma’s profits go toward combating elderly loneliness, connecting the act of purchasing with a greater purpose. Below this, a USP section is included with engaging imagery to convey the simplicity, health benefits, and authenticity of the dishes.

Further down the page, to make this message more tangible, the page incorporates a moving ticker with the phrase "Together against loneliness," paired with visuals of smiling elders. This subtle animation reinforces the brand’s humanity and drives an emotional connection. Next to the ticker is a customer review slider. Adding customer reviews and testimonials builds trust and social proof, while the overall narrative encourages visitors to become part of a community, not just a transaction.

The home page also delivers practical value, with a section that outlines flexible delivery options and offers a compelling incentive—a €10 discount for first orders over €40. This information is cleanly organized, with hover-interaction animations on buttons that make the page feel alive without being overwhelming. 

Other sections on this page include: 

• A three-step, how-it-works guide

• About the brand

• A product highlight

• A FAQ accordion 

• Moving customer quote text

• A podcast media mention

• Footer

👉 Check out Oma's Maaltijd’s home page.

About page

The "About" page invites visitors to learn more about the brand’s origins and its mission to make meaningful connections. Under the headline "The coziness of Grandma in your home," visitors learn about Oma’s Soep’s broader mission to bring comfort to lonely elders across the Netherlands.

DTGLmotion carefully crafted sections that highlight real stories, such as Grandma Carla, who has been sharing her life on a houseboat with volunteers. By showcasing these individual narratives, the page does more than describe products—it builds emotional resonance.

The page layout is intentionally simple, allowing the stories and mission to shine. High-quality images of the elderly contributors in warm, inviting settings further reinforce the authenticity of the brand, making customers feel they’re part of something bigger than a meal delivery service.

👉 Check out Oma's Maaltijd's About page.

How it works page

To guide new users, the "How it works" page provides a step-by-step breakdown of the order, delivery, and meal preparation process. In a few simple steps, customers are introduced to Oma's meal subscription options. Each step includes detailed info to help users visualize the ease of setting up a regular delivery. 

The page finishes with an FAQ accordion, which is neatly categorized to answer everything from heating instructions to delivery options. By addressing common questions upfront, DTGLmotion reduces friction in the customer journey, ensuring visitors feel confident and supported.

👉 Check out Oma's Maaltijd's How it works page.

Product Detail Page (PDP) Template

The PDP template captures all the necessary details without sacrificing design. The layout includes an image gallery on the left; on the right, there’s a cleanly organized section for the product title, description, and price. 

Tabs are used in the design to show details about the product, including preparation methods, ingredients, allergens, and nutritional values—ideal for Oma’s audience looking for quality and transparency in their food choices. This is especially important for a brand catering to health-conscious buyers. 

DTGLmotion added a cross-sell section below, recommending complementary dishes. Not only does this increase the average order value, but it also enhances the overall shopping experience by suggesting pairings that align with the brand's home-cooked feel.

👉 Check out Oma's Maaltijd's Product detail page.

FAQ Page

Understanding that questions might arise, the FAQ page is a comprehensive resource, organized into expandable accordions. It covers every possible question, from ordering to delivery, heating instructions, allergens, and more. By anticipating customers’ needs, this page ensures that potential friction points are addressed before they arise.

The DTGLmotion team ensured the FAQ page design is intuitive and straightforward, further easing customer concerns and enhancing the site's usability.

👉 Check out Oma's Maaltijd's FAQ page.

Subscribe and save page

To encourage recurring orders, Oma's Maaltijd includes a “Subscribe and save” page with a 10% discount on every subscription order. The Instant-built header breaks down the benefits of subscribing, followed by an interactive process that explains how customers can set their delivery schedule, adjust it as needed, and even pause the subscription through their dashboard.

By framing the subscription as a way to simplify life while supporting a good cause, this page effectively transforms a transactional feature into a value-driven proposition.

👉 Check out Oma's Maaltijd's Subscription page.

Referral page

A straightforward referral program page invites customers to “Invite a friend and earn a €10 discount.” 

This page includes a form where customers can easily share the experience with friends, encouraging more people to try Oma's Maaltijd while rewarding existing customers. DTGLmotion designed this section with simplicity in mind, allowing the brand to benefit from organic growth through customer advocacy.

👉 Check out Oma's Maaltijd’s Referral page.

Conclusion

Oma's Maaltijd’s storefront exemplifies how a custom, user-centric design can bring a brand’s values to life while enhancing functionality. By building on top of the Dawn theme with Instant Page Builder, DTGLmotion created a cohesive, high-impact site that merges storytelling with eCommerce efficiency. 

"We went from concept to MVP in less than a month—that’s everything from validation and design to delivering a fully functional e-commerce website to our client. Achieving this on Shopify is almost unheard of. I’ve worked with other page builders before, but Instant is truly in a league of its own." says Charles de Poorter, CTO and Co-Founder of DGTLmotion.

For Shopify merchants, a page builder like Instant offers an adaptable solution for creating engaging storefronts without starting from scratch, blending custom design with your Shopify theme as a foundation. Ready to build a meaningful, optimized storefront for your brand? Try Instant Page Builder and see the difference it can make.