A launch site and store for a small headphone maker, built around a sound test you can take in the browser.
[02]
Kiln had six people, one product and a launch date. Headphones are hard to sell online because nobody can hear them, and big brands win on reviews alone.
The founders wanted to explain their tuning, but every draft read like a spec sheet.
[03]
We built a two-minute listening test that plays the same track through four tuning curves and asks which one you prefer. Your answer becomes a recommendation, and the page explains why in one sentence.
The site uses one bold yellow, big product photography and plain copy. Specs live behind a toggle for the people who want them.
[05]
Launch week brought 11,200 pre-orders. 62% of visitors took the sound test, and they converted at twice the rate of those who didn’t.
The test now runs in their pop-up shops on an iPad, so the website and the store speak with one voice.
[06]
Let people do the thing the product is for, even in a simplified way. One interaction beat ten paragraphs about drivers.
[07]
MORE WORK
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