Oura approached us to reimagine their site — turning it into a primary destination for brand-storytelling and product education.

A new way to tell (and sell) a product’s story

As competition increases and their distribution channels grow, Oura’s website acts as the primary source of information and inspiration for consumers and B2B partners alike. In its first iteration, underperforming mobile conversion rates and lack of content strategy failed to guide consumers from interest, to validation, to purchase.

Together, we redefined Oura’s entire website experience — from information architecture and messaging, to interaction and visual design. The result is a premium D2C shopping experience that exemplifies Oura’s unique value proposition and gives consumers the information they need to trust and transact with the brand.

To define Oura’s audience, we leveraged existing research and data to design an experience that matches consumer’s needs and mental models when shopping for wearable technology.

We maximized what we know about Oura’s audience by weaving a golden thread between their two core personas — prioritizing shared attributes and drivers to design a comprehensive experience that reaches the most people.

People at the center

At its core, Oura Ring translates the body’s most meaningful and complex messages. Throughout the site, we drew inspiration from the emotional and physical moments that come with wearing an Oura Ring.

We combined layers of in-app UI, data visualization, lifestyle and CGI photography, and rich storytelling to represent Oura’s many complex features and benefits. Ultimately, these moments anchor the most important points in a consumer’s path to purchase with dynamic interactions and delight.

Progressive disclosure

Oura’s new site design is as immersive as it is repeatable. We aimed to strike a balance between a unique experience and a system with reusable pages and components. Thus, enabling cohesion and continuity for both consumers and Oura’s internal teams as the brand and product offering continues to evolve.