SonicWave Audio
A premium audio brand selling speakers and sound systems where the product argument rests on two things people cannot experience through a screen: how it looks in a room, and how it sounds.
The problem
Selling audio online is a specific problem — the primary product benefit is inaudible on the page. Most brands respond by listing specifications, which only converts the small minority of buyers who can interpret them.
The rest are buying an object they will live with. That makes the design of the product, and how it sits in a real room, the thing the store actually needs to communicate.
40Hz–20kHz · 50W RMS · Bluetooth 5.0
Specifications as the main argument
Only a small minority can interpret them
Nothing showed the product in a real room
The approach
Sell the object. Large product photography in real environments rather than on white, so a buyer can picture it in their own space and judge the thing they can actually judge.
Specifications stay available for the buyers who want them, positioned as confirmation rather than as the argument. The store flow then keeps the path from interest to checkout as short as the product research allows.
Picture it in your own space.
Large photography in real environments
Specs positioned as confirmation
A short path from interest to checkout
What we built
Six decisions that shaped the build, each made for a reason rather than an aesthetic.
Large photography in real environments rather than on white, so buyers can judge the thing they are actually able to judge.
Full detail available for the buyers who want it, positioned to reassure rather than to carry the whole argument.
Considered purchase, uncomplicated flow — nothing between deciding and buying that does not need to be there.
Each product page composed rather than templated, because a premium price point cannot survive a generic grid.
Most browsing happens on a phone, so the mobile experience was designed first rather than adapted afterwards.
New products and variants added in-house, so launches are not dependent on developer availability.
What changed afterwards
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