Case study · Concept build
AUREL: a premium phone store that helps people choose.
A concept store for current flagship phones from six makers, shown in every finish and storage option at the manufacturer’s own US price. When every product is expensive and they all look alike, the store’s job is to make the differences clear, so AUREL is built around filtering and side-by-side comparison.
The project
Fewer distractions, clearer choices.
The brief
Sell high-end phones from Apple, Samsung, Google, Honor, Huawei and Sony without the noise of a marketplace. Buyers already know the brands; what they need is a calm place to see every option and compare the phones they are torn between.
Strategy
Four collections, Pro, Everyday, Foldable and Thin and light, offer a way in by need rather than by brand. The shop filters by collection, brand, finish, storage, display size and price, and a compare page puts up to three phones side by side: display, processor, operating system, storage, finishes and price. Anything a maker has not stated is marked as not specified.
Design
A monochrome look: a black hero, light pages, thin and airy typography and real in-store photography, so the phones carry the page. Each card shows the maker, the model and the price range across its storage options.
Development
WooCommerce with variable products for every finish and storage combination, prices that update as options are chosen, layered filters, a compare tool and order tracking. Phones their maker does not sell in the US are listed for reference, without a price.
- 18 phones from 6 makers in 4 collections
- Finish and storage options with live prices
- Compare up to three phones side by side
- Filters by brand, finish, storage, display and price
Transparency
A clear notice explains that checkout is not open yet and that prices are the makers’ US list prices, with the date they were checked. Photo credits sit on every product page, a trademark notice states that the store is independent, and the AUREL ONE PRO page is labelled as a design study.
- Opening-soon notice on every page
- Photo credits on every product
- Independent-store trademark notice
Deliverables
A complete storefront: home, shop, collections, compare, eighteen product pages, support, order tracking and policy pages, plus a concept product page.
- Live demo on a temporary domain
- Home, shop, collections and compare
- 18 product pages with options
- Support, order tracking and policies
Pages
A closer look.
When phones look alike and cost about the same, the store that explains the difference earns the trust.
Guerniche Ramzi, on the AUREL concept
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Next step
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