A product launch is more than a release — it is the moment when technology becomes understandable, tangible and meaningful. For Elgato, we supported this moment as part of the Wave Next and Stream Deck + XL launch, with the goal of turning a complex audio ecosystem into a coherent and engaging brand experience.

SMAL contributed across multiple touchpoints, including high-end CGI assets, photography production and development. The focus was on translating technical complexity into a clear visual and narrative language, enabling products to be not only presented but truly understood.

A key element of this approach was the Audio Bundle Configurator, developed in close collaboration with Elgato. Instead of navigating fragmented product pages, users can build their ideal setup step by step within an intuitive, guided interface. The combination of visual clarity, human-centered UX design and robust development creates structure within a complex product landscape.

The result is a digital product experience that goes beyond information and actively supports decision-making. Complexity is reduced, relationships become clear and products can be experienced in context.

Product configurators are a key element of modern digital product experiences. They enable real-time visualization, support confident decision-making and have a measurable impact on conversion and customer satisfaction. 
 

Learn more about how we design and build configurators here.