The challenge for this project was to provide insight into the online store product, but not in a way that would resemble a typical UI-walkthrough…
We maintained that an upbeat approach combined with an insight into different market verticals would be the right way forward.
The framework was then organised as follows:
1) Select core product benefits, and represent as UI (both in-device, and as animation)
2) Select two core market profiles to drive the majority of the narrative (in this case it was apparel and hospitality).
3) Show all functionality from the perspective of the user (so the video is also informative).
4) End with a montage of other verticals that could benefit from the product (so we don’t miss out on anyone, but remain focused for the majority of the video.)
Once the framework was in place, we layered and script and storyboard that utilised a fresh multi-media approach.