Punkt. : Brand-led innovation and growth
Punkt is a Swiss, design-led electronics company.
The brand’s Technology Tamed philosophy is about having a healthy relationship with technology. The MP 01 dumbphone received both commercial and creative accolades.
We defined a new brand platform for Punkt to play a pivotal role in the cultural debate on technology. We also redesigned the eCommerce experience to better showcase the product and business values. We also developed future product concepts.
The Ask
1. Find a path for growth
2. Build a responsible technology positioning
3. Maximise the existing product portfolio and identify new product opportunities
4. Redesign the eCommerce experience to increase revenue
Services
Research
Product concepts
Marketing strategy
Digital brand
Content
eCommerce
Experience design
Mobile first check-out flow
Punkt struggled with high drop-outs so we completely redesigned the check-out experience. We streamlined the experience and made it easier for customers to know where they were in the process. This led to a sizable uplift in conversions.
New Basket behaviours
It was difficult for customers to locate the basket if they continued browsing.
We redesigned the experience to make finding and seeing the items inside the basket easier.
Redesigned the product sales funnel
Many product features were hidden away and extremely hard to find. Customers found it difficult to discover the product benefits.
We completely refactored the product detail page structure to make it simple for customers to find the information they needed to convert.
Marketing Strategy
Hardware is a hard business. Unlike digital, you can't continuously optimise. Punkt. had a hardcore audience but needed to expand its appeal to grow. The marketing strategy and action plan covered product, market, content and commerce to make every CHF count.
Product Strategy
In conjunction with leadership, we informed new product concepts. The MP 01 had tremendous success, and research showed demand for new features for the first-generation product. The MP 02 launched at the London Design Festival in 2018
Digital brand and content
To show the human side and warmth of the business, we identified new narratives around digital addiction, sleep and travel, and format innovation opportunities. The travel piece was featured on Mr Porter.
Video was also a missed opportunity. We used it to show a 360 view of Punkt, from its work in education to its product-making process. Media buying was refreshed to address the drop in SEO and drive acquisition.
Results
100%
Increase in e-commerce conversions in the first month post-launch
Increase in website sessions since new content formats launched
17%
40%
New engagement and followers
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