As a guitar player, I've come to find that the online buying experience for products leaves much to be desired, especially for newer players. The options are endless and it's difficult to understand the differences between models without doing extensive research across many different platforms. My goal was to make the consumer journey and experience much easier, and provide new ways to shop that create a connection with the buyer, through better us of multimedia, audio and video.

For this I used PRS Guitars, one of my favorite brands as a starting point for innovation. While its products are among the best in the industry, the digital experience did not reflect that.