The new BBB cycling webshop is something that has not been seen so far in the Magento 2 landscape. It raises the bar for all shops that will be built on Magento 2 in the future. It is a brand experience driven commerce ready platform with the user in the middle of every step in the purchase journey. It is a unique product that has been designed and developed in a collaboration between Guapa, Matise and Pon.bike. Matise was asked to create a realisation of that vision in a user centric web experience design. Where the user could almost “feel” the product. Users are able to relate to the products of BBB, without the physical contact, by reading about and experiencing the product.