Challenge

The premium iO range had multiple models, features and price points. Online, customers faced choice paralysis.

Insight

Customers don't necessarily need more information. They need help understanding the difference.

Idea

Build an immersive 3D showroom that lets customers explore three key iO models through guided storytelling, animation and interactive product demonstrations, with interaction deliberately reduced to simple scroll and click/tap behaviours.

My role

As Creative Director, I worked closely with the team to solve and shape a new kind of experience for selling the range the idea we sold in was an immersive walkthrough. Rather than a generic showroom, the real solution was a pathway: customers swipe through a guided journey the way you'd explore a car rather than being dropped into a whole room to figure out for themselves.

That focus on refining choice carried through the whole build. The client rebought the format the following year, and it's still running today.

Impact

• 22% add-to-basket rate

• 1 in 3 visitors stayed for 60+ seconds

• first-of-its-kind immersive 3D oral-care experience

Creative Direction · UX · 3D · Product Storytelling · Digital Experience · Commerce