Crafting the Singular Experience: A curated platform that guides users to hidden european craftsmanship

As part of Geopost’s direct-to-consumer strategy, Singular plays a pivotal role in transforming the perception of what a delivery company can offer. Singular connects users to small and medium-sized European brands through a seamless editorial journey that ends at the merchant’s own web shop.

Launched initially in Italy, with growth planned in Slovenia, Spain, Croatia, and Belgium, the platform occupies a unique niche where regional storytelling leads the user to discovery of new brands. think moto consulted Geopost to enhance Singular’s appeal to visitors. The extensive research phase led us to brand- and business-driven design decisions.

Singular is more than just a curated shopping experience—it’s a digital homage to Europe’s hidden authentic makers. Designed to evoke the charm of a tucked-away neighborhood boutique, the platform brings together local products that users might otherwise never discover. Backed by Geopost, the platform pairs the reliability of a global logistics leader with the soul of small-scale artisanship, ensuring users not only shop beautifully but also meaningfully.

Singular empowers artisans and heritage brands whose stories deserve a broader stage. These merchants, often rooted in tradition and skilled in their craft, are eager to grow but lack the digital reach and marketing expertise to do so effectively.

Singular gives them visibility, positioning their products in a context that highlights their uniqueness and elevates their value. For these businesses, the platform becomes a vital growth engine—building brand awareness, expanding audiences, and enabling them to compete in a digital-first world without compromising on their identity.

To unlock the joy of artisan discovery, Singular centers its success on rich storytelling and smart curation. By combining detailed product data with inspiring brand narratives, the platform organizes collections that empower users to explore on their own terms. Generative AI enhances this experience further, tailoring content and product discovery to individual preferences—creating a personalized journey that balances structure with serendipity.

The “More of This” feature allows users to generate a new, AI-powered list of similar products or images from any item they engage with, deepening discovery through visual and contextual relevance, while the “Shuffle Band” carousel presents related products and offers generative AI options to refine or replace items within the carousel for an even more tailored browsing experience.

If Singular wants to preserve the richness of discovery, we must rethink how personalization is implemented. Rather than functioning as a closed-loop system that continuously refines itself based on past behaviors, personalization should integrate opportunities for users to encounter the unfamiliar.

Looking ahead, Singular will leverage generative AI not just for tailored suggestions, but to co-create themed collections with users—whether based on taste, mood, or need. This playful and personalized discovery mode, anchored by intuitive search and engaging content, will drive longer time spent per session and stronger click-through rates to merchant sites, proving that inspiration and utility can go hand in hand.

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Stakeholder Interviews
Expert Evaluation
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