Made the webshop work for in-store shoppers

Context

Jem&Fix operates a large network of smaller-format hardware stores across Denmark. Their strategy isn’t to compete on range — it’s to be nearby. That distinction shaped every design decision we made.

The brief

A complete redesign of their website and webshop, including a design system built from scratch and motion design aligned to their visual identity. I led the design effort across the full scope.

The problem worth solving

Most e-commerce design optimises for online conversion. For Jem&Fix, that was the wrong frame. Their customers often browse online and buy in-store — or check availability to decide which branch to visit. The webshop had a job to do beyond the checkout button.

Two decisions I’m proud of

The first was the nearby store inventory feature. If your selected store is sold out, the design surfaces availability at nearby branches automatically. This wasn’t my idea conceptually — it came from understanding their store density strategy — but the implementation was mine to figure out, and getting the hierarchy right (online stock vs. local stock vs. nearby stock) required deliberate thinking about how their customers actually make decisions.

The second was the in-store location tag. Physical Jem&Fix stores use large yellow aisle signs to orient customers. I brought that visual language directly into the product page — a yellow tag showing exactly where in the store the item lives. The webshop becomes a navigation tool for the physical space. That one came from spending time in their stores and noticing what already worked.

Both features carry through to the wishlist, where in-store location is surfaced alongside each saved item — turning what would otherwise be a passive list into something you’d actually bring to the store.

What this shows

The most useful design decisions here weren’t about UX patterns. They were about understanding a business model well enough to know which patterns to ignore.