Although we sell a physical product that is also a digital product, we know we are selling an experience. We transitioned the objective from selling a product to telling a story. The main way we are planning to accomplish this is by adding the new brand video to the hero section to emotionally connect with our customers when they enter the site. We also know how important it is to gain their trust so I updated our proof badge at the top with things that our current customers believe sets us apart. We also added a featured in logo section directly below the brand video to build credibility.

Building on our narrative of “story over product”, I didn’t want to showcase the products until they journeyed further down the page. That being said, we were planning to launch a new product from a sister brand as we unify all of our products under one umbrella. My solution was to display the products with preview images within the navigation and add a “new” badge to the new product to gain attention.

Wireframes