What I designed
Power Plate sells vibration training platforms: professional, high-end equipment, the kind you find in gyms and rehabilitation centers. I designed the experience and interface of their online store (UX/UI): how people move through it, what the customer sees at each step and how every screen looks. Development was outside my brief.
The problem
Selling a multi-thousand-dollar machine online has a problem selling clothes doesn’t: nobody buys it on impulse.
Visitors arrive without really knowing what a vibration platform does or why it costs what it costs. If the page doesn’t explain it, they don’t buy. And if it explains it badly —with a list of technical specifications— they don’t buy either, because they can’t interpret them.
On top of that, the place losing the most people was the very end: checkout. Long forms, few signals that the site is trustworthy, and a cart that pulled you off the page. On an expensive product, every extra step is another chance to reconsider.
How I solved it
The product page is the salesperson. I designed it to explain what the person gains from the machine first, and only then get into specifications — within reach for whoever wants them, out of the way for whoever doesn’t. The order matters: benefit first, spec sheet second.
Large, well-handled photography. This is a physical, expensive product. It’s bought with the eyes before the head, so imagery leads the whole page.
Checkout as short as it can be. I kept the steps to a minimum and designed error messages to appear as people type, not at the end: nobody wants to fill in a whole form only to be told on submit that the second field was wrong.
The result
A store design that feels the same level as the product it sells: high contrast, photography in the lead and a dark theme that fits the modern gym aesthetic.
Every decision pointed the same way: shortening the distance between “I’m interested” and “I’ll buy it” — which, at this price, is a long walk.