CURATOR is not a single product — it is a combination of premium digital frames (InnoGallery, N3D, Éclat), a software subscription for content management, and an optional creator marketplace. Each frame model has different capabilities and pricing, subscriptions are required for full functionality and scale with device count, and volume discounts add another layer of conditional logic. The sales page needed to make all of this feel simple enough to convert on, while being transparent enough to build trust.
The target audience — hotel managers, gallery owners, restaurant operators — are not technical buyers. They want to understand what the product does for their space, how much it costs, and what they are committing to. But the conditional pricing (hardware model + subscription tier + device count + optional add-ons) made a traditional pricing table inadequate. The design challenge was conversion-focused: remove every friction point between interest and purchase, while honestly representing a genuinely complex offering.
I mapped the decision-making process for B2B buyers in commercial hospitality and retail. These buyers typically need to justify the purchase internally, which means they need clear ROI messaging and shareable materials. I structured the page around their decision sequence: first understand what it does, then see it in context, then compare options, and finally configure and purchase.
The biggest design challenge was the conditional pricing. I designed an interactive product selector that lets buyers build their configuration step by step — choose a frame model, select device quantity, see the subscription tier automatically adjust, and add optional features. Each step updates a running summary with transparent pricing. This progressive disclosure approach replaced a dense pricing matrix with a guided conversation.
I designed the page narrative to lead with outcomes (beautiful spaces, effortless management, premium brand perception) before introducing product details. Use-case scenarios for hotels, galleries, and restaurants help buyers see themselves in the product. Social proof and installation photography ground the digital experience in physical reality.
The sales page needed to perform across devices — buyers often discover on mobile and convert on desktop. I designed responsive breakpoints that preserve the interactive configurator experience on tablet while simplifying to a stepped form on mobile. Detailed specs and interaction annotations were handed off to the front-end developer.
A traditional pricing grid would have needed dozens of cells to represent all the conditional combinations. I replaced it with a step-by-step configurator where each choice narrows the next, and a running total updates in real time. Buyers build their specific configuration rather than decoding a matrix — reducing cognitive load and increasing purchase confidence.
The page leads with how CURATOR transforms physical spaces — hotel lobbies, gallery walls, restaurant ambiance — before any mention of hardware specs or software features. This emotional hook captures attention from non-technical buyers who care about their space, not about IoT protocols.
B2B buyers are wary of hidden costs. I made the subscription model immediately visible alongside hardware pricing, with clear explanations of what each tier includes and when upgrades are needed. This upfront transparency reduced sales team inquiries and built trust before the purchase moment.
The CURATOR sales page launched as the primary conversion channel for the InnoLux digital frame lineup with iStaging software subscriptions. The interactive configurator replaced what would have been a complex back-and-forth with the sales team for standard configurations.
This project reinforced that conversion design for complex B2B products is fundamentally an information architecture problem. The product itself did not change — only how it was presented. By restructuring the same information from a product-centric view (here are our specs) to a buyer-centric journey (here is what you need), we made a genuinely complex purchase feel manageable.