Modernized webshop flow
We restructured the webshop to guide different user types, from procurement specialists to lab technicians, through a clear and logical path to the right product
Simplified information architecture
Through iterative wireframing, we reorganized product data and specifications to prevent information overload, ensuring that even highly detailed content felt structured and accessible.
New tools for power users
Two new features a Favorites list and a Classes universe were introduced to help frequent buyers and super users quickly find and reorder their preferred products.
Process
Research & Discovery
We began with client meetings and workplace observations to understand Dandiag’s business model and customer types. It quickly became clear that the webshop served multiple user groups — from scientists to procurement departments — each with distinct goals and expectations.
Wireframing & Prototyping
In close collaboration with the client, I developed several iterations of the webshop’s structure:
- Integrated the two new key features (Favorites and Classes universe) to improve repeat purchase efficiency
- Focused on creating hierarchy and flow within dense technical content
- Balanced visibility of product information before and after login
- Ensured scalability across mobile and desktop views
You can view some examples of the wireframe below or check out the prototype through this figma link:
Testing & Refinement
Early wireframes were reviewed with Dandiag stakeholders to validate clarity and flow. Feedback focused on simplifying navigation and ensuring users could quickly reach the most relevant content without losing important technical context. The final structure was approved for visual design and development.
Anna Kløve Thystrup 