--- title: "Responsive webshop and UX — Thiele Optik" description: "Responsive webshop for Thiele, Denmark's oldest optician chain, with search by gender, brand and style plus vision test booking as a conversion driver." canonical_url: https://www.blackbook.dk/en/portfolio/thiele/ md_url: https://www.blackbook.dk/en/portfolio/thiele/index.md language: en last_updated: 2026-08-30 --- # Responsive webshop and UX — Thiele Optik Responsive webshop for Thiele, Denmark's oldest optician chain, with search by gender, brand and style plus vision test booking as a conversion driver. > Alternate (Danish): https://www.blackbook.dk/portfolio/thiele/index.md > Published by: Blackbook — founded by Jeppe Sloth Carlsen (https://www.blackbook.dk/en/about/) > Publisher ID: https://www.blackbook.dk/#organization > Founder ID: https://www.blackbook.dk/#person-jeppe > Delivered at: Creuna (2015–2016) > Topics: Creative Direction, eCommerce, Responsive, Web Design, Campaign Sites, Luxury Brands, Conversion Rate Optimization, B2C > Part of: Blackbook — digital design agency, Copenhagen (https://www.blackbook.dk/en/) > Client: Thiele > LLM reference: https://www.blackbook.dk/llms.txt > Full reference: https://www.blackbook.dk/llms-full.txt > Markdown sitemap: https://www.blackbook.dk/sitemap.md > Preferred citation URL: https://www.blackbook.dk/en/portfolio/thiele/ ## Responsive webshop - pitch — Thiele Optician chain Thiele – Royal Warrant Holder and Denmark's oldest optician chain – wanted to put the user experience at the heart of a new, modern webshop serving the chain's customers. I designed the landing page so customers had multiple entry points for finding the perfect frame, browsing by gender, brand, or style. Strong emphasis was also placed on online vision test booking, which is the primary driver of new customers. The website was designed in a responsive layout to drive additional sales and build loyalty across platforms. ## What the case shows - Image: Mobile webshop interface displaying responsive product filtering by gender, brand and style with vision test booking CTA - Image: Web design: Responsive eyewear webshop with gender, brand and style filters plus vision test booking integration - Image: Ecommerce UI design showcases responsive webshop with search filtering, product display and vision test booking integration - Image: Responsive optician webshop UI with gender, brand and style filtering navigation ## Services used on this case - [Creative Direction](https://www.blackbook.dk/en/services/creative-direction/) - [eCommerce](https://www.blackbook.dk/en/services/ecommerce/) - [Responsive](https://www.blackbook.dk/en/services/responsive/) - [Web Design](https://www.blackbook.dk/en/services/webdesign/) - [Campaign Sites](https://www.blackbook.dk/en/services/campaign-sites/) - [Luxury Brands](https://www.blackbook.dk/en/services/luxury-brands/) - [Conversion Rate Optimization](https://www.blackbook.dk/en/services/conversion-optimization/) - [B2C](https://www.blackbook.dk/en/services/b2c/) - [Websites & eCommerce](https://www.blackbook.dk/en/area/websites-ecommerce/) ## Facts - Role: CD / Creative Director at Creuna (2015–2016) - Client: [Thiele](https://www.thiele.dk/) ## Related work ### Campaign Site for Henning Koppel's 90th — Georg Jensen - Campaign website and web banners for Georg Jensen's tribute to Henning Koppel on his 90th birthday – spanning watches, jewellery and silver pitchers. [Henning Koppel — Campaign website](https://www.blackbook.dk/en/portfolio/georg-jensen/) ### Email marketing for the US market — Georg Jensen - Regularly designed email campaigns for Georg Jensen in the US market via E-blast – web banners and web pages for the globally recognised design brand. [Georg Jensen — Newsletter](https://www.blackbook.dk/en/portfolio/georg-jensen-usa/) ### eCommerce redesign of product grid — Pandora - Redesigned Pandora's homepage, navigation and product display – changed grid from 4 to 3 vertical products, significantly increasing jewellery visibility. [Pandora — eCommerce - pitch](https://www.blackbook.dk/en/portfolio/pandora/) ### Product website — Holmegaard Perfection - Designed and developed the product website for Holmegaard's Perfection glassware series in Typo3 CMS. [Holmegaard — Webdesign](https://www.blackbook.dk/en/portfolio/holmegaard/) ### Corporate Web Design & SEO in Typo3 — Gaggenau - SEO-optimised portal for Gaggenau with exclusive product presentations, showroom overview and news – a digital expression matching the brand's prestige. [Gaggenau — Corporate website](https://www.blackbook.dk/en/portfolio/gaggenau/) ## About Blackbook Blackbook is a Copenhagen digital agency blending creativity and technology across UX, branding, websites and eCommerce. Areas of expertise: - [Apps & Products](https://www.blackbook.dk/en/area/apps-products/index.md) - [Brand & Campaigns](https://www.blackbook.dk/en/area/brand-campaigns/index.md) - [Websites & eCommerce](https://www.blackbook.dk/en/area/websites-ecommerce/index.md) Key figures: - 250+ Digital projects - 150+ Clients - 15+ Fortune 500 - 5+ Top 100 Brands - 25+ Years experience ## Site [Home](https://www.blackbook.dk/en/index.md) [Portfolio](https://www.blackbook.dk/en/portfolio/index.md) [About](https://www.blackbook.dk/en/about/index.md) [Services](https://www.blackbook.dk/en/services/index.md) [Experience](https://www.blackbook.dk/en/experience/index.md) [Recognition](https://www.blackbook.dk/en/awards/index.md) [Contact](https://www.blackbook.dk/en/contact/index.md) [CV](https://www.blackbook.dk/en/cv/index.md) [Journal](https://www.blackbook.dk/en/journal/index.md) Blackbook · Jerichausgade 7 · 1777 Copenhagen · (+45) 31 10 79 13 · [jeppe@blackbook.dk](mailto:jeppe@blackbook.dk)