WORK
Client
Serena Pilates
Year
2025
Technologies
THE PROJECT
One single product published, a whole online shop's mechanics behind it.
Serena Pilates sells a single device, the Reformer, in two colours. Yet the site is not a simple product page dressed up as a shop: customer account, Stripe payment, WooCommerce colour variations, a video programme delivered as a download, a free-shipping threshold, it is all there.
What stands out here is therefore not the size of the catalogue, reduced to a single page, but the range of merchant mechanics built around it, the kind normally expected from a shop with dozens of references.
01 · THE PRODUCT
A page that answers before the question is even asked.
Below the gallery, the page details what sets the Reformer apart (two colours, compact size, designed for a living room), then what the order includes: the machine, a free month of video training, and an optional subscription at 4.90 francs a month, with no commitment.
- Features and box contents, spelled out bullet by bullet under the gallery.
- A training programme included: a free month of videos with the machine.
- One stated price: 189 francs, discount included, no hidden fees.
02 · THE MERCHANT ENGINE
As many merchant mechanics as a shop with a full catalogue.
Behind the single product page sits the machinery of a full online shop: a free-shipping threshold shown as a progress bar before the cart is even opened, two colours handled as real variations, a struck-through price, and a video programme delivered after purchase through the customer account.
- A free-shipping threshold: a progress bar shown before anything is added to the cart, set at 180 francs.
- Two colours handled as variations, each with its swatch and struck-through price on the page.
- Guarantee and payment: thirty days money back, secure payment through Stripe.
03 · THE BRAND
Three values as tabs, before the founder's portrait.
The "About" page does not talk technical specifications but three chosen values (balance, elegance, serenity), shown as tabs, followed by a portrait of the founder. The photos, shot in a real living room rather than a studio, carry most of the sales pitch.
- Three values as tabs, rather than a list of specifications.
- Lifestyle photography, shot in an apartment rather than a studio.
- A site in six languages (French, German, Italian, English, Spanish, Portuguese).
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