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85% growth in online sales


Responsive in-browser redesign

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JYSK, a global household retailer, has more than 2,200 retail stores in 36 countries, but its online channels account for an increasingly large part of its sales. So, when the company was facing a complete redesign, as well as an integration of Click & Collect, they chose Novicell as their digital agency.

From analysis to redesign

Following an elaborate analysis of JYSK’s existing website, Novicell’s CRO specialists came up with recommendations regarding content and navigation based on traffic data, user tests, split tests and a usability analysis.

By drawing on the conclusions from the preliminary analysis, Novicell’s designers developed a new user interface and JYSK’s developers implemented the new design in their Drupal solution.

The close cooperation is ongoing with continuous analysis and optimisation of the site.

Anders Talbo Dahl

Anders Talbo Dahl

Online Conversion Specialist, JYSKIt was very valuable for us to develop a website by designing it in the browser. The methodology ensures a better understanding of the design process internally in our organisation. It is also time efficient as our development team receives ready-to-go HTML code instead of Photoshop files

In-browser design saves time

In the design process, we utilised responsive wireframes by applying a “mobile first” methodology. Responsive wireframes and grey boxing in the initial parts of the design process made it easy to review and prioritise content and design elements. The methodology is time-efficient as the design becomes more manageable for the client and ensures that everybody agrees on the website’s structure and navigation.

When the visual identity was implemented later on in the process, the objective was to obtain a user interface that respected the site’s existing visual appearance.

In-browser design


By means of close dialogue and user tests, and by focusing on conversion optimisation we managed to increase JYSK’s conversion rate significantly:


revenue growth on


increase in tablet transactions


increase in value of mobile site search

Enable your digital potential

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