01 — Client
About the project
An orthopaedic pillow with a cosmetic effect for the Polish market. A product that cannot be sold with one photo: first you have to explain why it is shaped the way it is, and only then show the cart.
02 — Context
The brief
A patented pillow shape with ten engineered zones is not something people buy after a glance at a product card. The buyer first has to understand what this shape solves: sleep marks on the face in the morning, neck pain, side sleeping.
At the same time the shop has to stay a shop: a colour range, silk pillowcases, a cart, a wishlist, delivery across Poland.
03 — Solution
How it works
3.1
Explain before asking for money
A cross-section of the pillow with numbered zones explains the design faster than three paragraphs of text. Above it, four short arguments: shape, skin, materials, free delivery. Next to it a “Who it is for” block as a list of familiar situations: you sleep on your side, you have sensitive skin, you wake up with pillow marks. The buyer recognises herself in a line and understands the product is about her.
3.2
Video of real use
Not a studio shot on a white background, but a woman actually sleeping on this pillow. For a product you have to imagine on yourself, such a video works better than any render: you can see how the head lies and where the shoulder goes.
3.3
Reviews as chat screenshots
In this category a neatly typed text review earns less trust than a messenger message with all its typos and emojis. So the reviews are shown as they are: screenshots of real conversations with customers.
3.4
Catalogue with filters and a product page
A catalogue with filters by category, price and rating, six pillow colours and matching silk pillowcases, quick view, wishlist and compare right from the card. On the product page: price, free delivery, three “why it is worth it” points and payment badges. Below, related products so a buyer can pick another colour without going back to the catalogue.
3.5
Instagram keeps selling
A feed of real photos at the bottom of the home page: once the page is scrolled through, the buyer sees how the pillow looks at other people’s homes and leaves for the profile, not the site.
04 — Outcome
Result
The shop explains the product before asking for money, and removes the main objection: “how is this pillow different from an ordinary one”.
Any product with a non-obvious benefit needs this approach: when the buyer does not understand what they are paying for, the price looks high at any figure.