Forma — Ergonomic Chair E-Commerce Experience
Product Design
How do you sell a €1,200 chair to someone who can't sit in it?
Forma had strong offline sales but a 1.2% e-commerce conversion rate — well below the 3.5% industry benchmark. Customers couldn't justify the price without trying the product, and a dropdown-heavy customisation panel only added to the hesitation. The design had to bridge the sensory gap of physical retail.
Replacing doubt with enough information to decide.
A WebAR viewer let users place the chair in their real room via phone camera — no app download needed. A conversational configurator replaced the dropdown panel: four questions about work habits, one tailored recommendation. The product page was rebuilt around trust — ergonomist endorsements, a 90-day trial message, and a 'real desks' gallery from verified buyers.
Confident customers spend more and return less.
Conversion rate grew from 1.2% to 3.8% within 90 days, exceeding the industry benchmark and delivering 8× ROI on the design investment. Returns dropped by 34% as AR previewing reduced mismatched expectations. The configurator's contextual upsells lifted average order value by 22%.
3.8%
Conversion Rate
+22%
Avg Order Value
