Genius GmbH, predominantly engaged in TV infomercials, is a category leader in the German-speaking region. My task was to develop a prototype template proposal for their online store’s subdomain to promote their new hero brand, Feelvita, leveraging Shopware CMS’s image and video module for storytelling.

The company was launching two new Feelvita products: a smoothie mixer and a food processor. Both offered a wide range of functions, additional equipment, extensions, and add-ons. This complexity was communicated primarily through bullet points and lengthy text descriptions on product pages. Additionally, varying functions based on selected configurations added complexity, leading to visitor confusion. Analytics data revealed a significant comparative increase in bounce rates at critical points where users needed to learn more or select product configurations, culminating in revenue loss.

To simplify this long and complex communication, so that visitor doesn’t have to spend so much time reading and focusing on details without necessarily conveying the desired impression or sentiment, a shift toward a powerful and engaging narrative predominantly driven by visuals was made. Photos and videos would instantly narrate the product’s story, rich in emotion, capturing the visitor’s attention, and igniting curiosity and imagination.

Products were placed in mise-en-scène that visitors could identify with, making every placement interactive with “find out more” or “add to cart” prompts. The “add to cart” page was carefully planned to maintain the narrative’s engagement and ensure a smooth user experience.