Product + Commerce
ORAL-B iO - VIRTUAL SHOWROOM
The Problem
Oral-B needed to differentiate the premium iO line in a crowded market. Customers were confused by multiple advanced models, causing hesitation and choice paralysis. The challenge was to educate without overwhelming and create a scalable digital showroom that simplified the decision.
The Thinking
Consumers respond strongly to interactive, visual storytelling when purchasing premium tech products. A guided, immersive experience could reduce friction, simplify choice, and demonstrate product superiority, closing the gap between a physical retail experience and what was possible online.
The Idea
A 3D scroll-guided virtual showroom featuring three key iO models, the iO 10, 6, and 3, with synchronised 2D/3D animations, guided camera paths, and celebrity endorsement from Luca Argentero combining storytelling with immersive technology. Real-time pricing and inventory integrated throughout.
The Result
22% Add-to-Basket
One Third of Users Stayed 60s+
First-of-its-Kind for Oral Care
My Role
Creative direction of the full experience, concept, UX narrative, 3D animation direction, accessibility features, and dynamic pricing integration. First-of-its-kind virtual showroom for oral care on Amazon. Set a new standard for premium online product experiences.
Mobile frames of customer experience. Media top left.
In the immersive showroom, customers could discover the 3x hero iO models 10, 6, and 3.
The 3D animation and motion are curated with craft and detail.
Responsive across mobile, tablet, and desktop Amazon experiences.
Media example top left, through to following and building the customer experience through to purchase.
We built a mobile walkthrough, education, and shopping in a user-controlled experience.
Screen recording of mobile motion experience.