CARBEX
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03 — The Problem

Performance e-commerce became too transactional.

No user research was conducted for this concept. The following are stated as design hypotheses — observations about the category that the CARBEX interface is designed to test.

Design hypothesis
01

Product-first, lifestyle-second

Catalogues open with grids and specs, so the reason to buy arrives after the price does.

02

Too much information, not enough guidance

Filters multiply while the question — which one is right for me — stays unanswered.

03

Performance feels disconnected from everyday life

Technical products are photographed on the track and never in the rest of the day.

04

Storytelling is separated from shopping

Editorial lives in a journal tab that the shopping flow never touches.

Traditional e-commerce
  1. Product
  2. Price
  3. Add to cart
CARBEX approach
  1. 01Story
  2. 02Context
  3. 03Product
  4. 04Confidence
  5. 05Purchase
CARBEX shop grid — apparel category

The shop grid is where the hypotheses meet reality: category chips, a single search field and product cards that lead with silhouette rather than specification.