Optimized Digital Platform
Mads Nørgaard - Copenhagen is a Danish fashion brand founded in 1986, known for its strong urban identity and signature stripes. With a growing digital business, the need arose to optimize the digital shopping experience with a focus on conversion rate - without compromising the brand’s identity.
Mads Nørgaard - Copenhagen approached Dwarf with a clear objective: to increase conversion rates and give their three Shopify stores (DK, DE, COM) a design refresh with clearer navigation and visual direction. The project began with a data-driven analysis of user behaviour, transactions, and funnel performance, followed by a UX review to identify where users drop off in the customer journey and how the website could be concretely optimised.
The project was structured with a strong commercial focus and a strategic, data-led approach rather than isolated design and development initiatives. By activating data, UX, and design early in the process, a solid decision-making framework was established to identify and address the largest conversion opportunities across Mads Nørgaard’s digital channels. The analysis covered performance across device types, scroll and click behaviour, and traffic sources, forming the basis for targeted UX and design improvements aimed at reducing friction and strengthening the purchase journey through improved navigation, wayfinding, information architecture, content structure, UI, and accessibility.
At the same time, the work was closely aligned with Mads Nørgaard’s existing technical setup, including the PIM solution developed by Dwarf, which serves as the company’s single source of truth and a key integration layer between Shopify and ERP. By actively integrating PIM into the optimisation efforts, both UX improvements and new functionalities were anchored in a stable, scalable, and commercially sustainable data foundation.
The design update was driven by a desire to strengthen the brand’s visual identity and create a clearer, more cohesive shopping experience. Navigation was simplified, and the visual expression on Product Landing Pages and Product Detail Pages was updated to present collections more clearly and support purchase decisions. At the same time, onsite search and typography were refined to ensure a consistent, recognisable, and commercially strong design across web and mobile.
The redesigned webshop went live in November 2025, establishing a stronger digital foundation for Mads Nørgaard - Copenhagen with improved conditions for commercial scaling and data-driven optimisation. The new platform supports a more cohesive shopping experience and makes it easier to activate product data, traffic, and personalisation as growth drivers.
Following the launch, conversion rates have increased, confirming the impact of the holistic approach. The collaboration continues with a focus on ongoing performance optimisation and further development of their digital channel as a central pillar of Mads Nørgaard - Copenhagen's growth strategy.
“Together with their team of UX designers and frontend and backend developers, Dwarf has met our expectations for the project’s objective of optimizing the user experience from a conversion perspective, while at the same time sharpening our brand identity across the site. Throughout the entire process, we were very mindful that new initiatives should not result in the need for additional editorial resources, and following the launch we can confirm that this objective was also successfully achieved. We're looking forward to continue our strong partnership with Dwarf in 2026.”
