Joe is showing some videos and rich shopping on the Victoria’s Secret site. The initial goal was to build the ultimate shopping experience. At first it was “floating through a sea of products,” or The Matrix in 3D, then they got a reality check. After realizing that this didn’t really meet the needs of their target users, they decided to focus on the checkout process. Turns out that 50% of shoppers bail out of an online purchase after hitting the Checkout button. The net result was a pageless, in-situ shopping and checkout model.