Reimagining Purple
Project Goal
Elevate Purple.com to showcase the quality and innovation of the products and brand. Create a rich and robust experience that emphasizes innovative products, drives commerce, and builds trust—delivering customers the bed of their dreams.
My Role
Led the design of this redesign from concept through execution, collaborating with stakeholders and team members to ensure the work supported brand and business goals. Drove the development rollout and extended the design across additional channels.
Team
Digital Design Lead, Ashley Seguin
UX Lead, Gaige Redd
Associate Director of eCommerce, Emily Glover
Agency, Instrument
Renderings, Minimal Massive
Experience Principles
Emphasize Innovation
Lead with product, positioning Purple as a leader in research and development. Make claims and show materials in a way our competitors cannot.
Drive Commerce
Focus on buying tools, merchandising and promotions, and omnichannel sales and support. Mirror the experience of shopping in-store or over the phone.
Build Trust
Deliver against key moments of truth, building both trust and brand equity. Offer contextual experiences, adapting based on what a user needs and when.
Sleep Solutions
Increase lifetime customer value by selling sleep solutions rather than individual SKUs. Establish what it is our products have in common, as well as the benefits of buying more than one.
Emphasize Innovation
Purple’s proprietary Grid® technology is the brand’s most powerful differentiator, yet its value wasn’t fully translating online. Customers struggled to understand how the Grid delivered tangible benefits like cooling, pressure relief, and all-night comfort. The redesign reimagined product storytelling, weaving Grid education into high-impact moments across the site to transform a technical feature into an intuitive, consumer-first experience.
Because shopping for a mattress online requires communicating “feel” without touch, we set out to close the gap between physical and digital. We introduced a SHIF (Show How It Feels) creative strategy, bringing the Grid to life through dynamic video, expressive imagery, motion, and immersive storytelling. The result was a more visceral, confidence-building experience that helped customers not just see the technology, but feel it.
Drive Commerce
We designed the new system with flexible components that worked together without competing, allowing us to merchandise everything from single products to bundles while showcasing promotions clearly throughout the journey.
To better understand how customers make decisions, we met with customer care and walked through the sales process with in-store associates. Drawing from these insights, we created strategic touchpoints for users to connect with Purple’s sleep experts, guidance that’s available exactly when it’s needed without feeling overbearing. To further reduce friction, warranties and potential shopping barriers were made highly visible and easy to understand, helping customers move through the experience with confidence and clarity.
Build Trust
Purple’s products are loved by customers, and their stories became a powerful driver of confidence. Shoppers seek validation from people like them, what they chose, why it worked, and how it truly feels. Because a mattress is an infrequent, high-consideration purchase, we reimagined key decision moments by integrating sleep-expert guidance directly into the experience.
Customer stories, real-world imagery, and social proof are strategically surfaced at moments of hesitation, while expert guidance helps simplify complex product options. Together, these elements build trust, reduce friction, and empower customers to make confident purchase decisions.
From Mattresses to Sleep Solutions
Emphasized product bundling and thoughtful cross-sells throughout the product detail page and cart, showcasing how these products work together to enhance the customer experience and making it easy to add items in just a click.
Playbook
To reduce friction and create alignment across internal teams and customer touchpoints, we developed a comprehensive Purple.com Playbook and led cross-functional walkthroughs to ensure the system worked seamlessly across channels and could be tailored where needed.
The playbook aligned creative, copy, site merchandising, email, and digital design teams around a shared vision. It defined visual design standards, outlined the modular system, provided strategic recommendations, and established a shared framework for consistent, scalable product storytelling.
Product Detail Page
Accessories Product Detail Page