Paulmann Licht faced a classic e-commerce paradox: After 47 years of growth into a successful international lighting company, their strength had become their weakness. With over 2,500 high-quality products across 40+ countries, their extensive catalog was overwhelming customers rather than helping them.

Visitors to their online shop encountered a daunting selection process. For recessed lighting alone – one of Paulmann's core product categories – customers had to navigate through 20 different filters across 15 pages of product listings.

The problem was particularly acute for uncertain buyers who weren't sure exactly what type of lighting they needed. These potential customers – often the most valuable as they're open to comprehensive solutions – were getting lost in the sea of options. Instead of receiving helpful guidance, they faced abstract product specifications and technical jargon that made decision-making even harder.

This created a significant business impact: Paulmann's extensive product range, which should have been a competitive advantage, was actually driving customers away and reducing conversion rates. The traditional filter-based navigation wasn't sufficient to bridge the gap between customer needs and product offerings.