Shuteye Home

Designing for the Bedroom: Building a Luxury Sleep Brand Online

Shuteye Home is a luxury sleep eCommerce brand based in Minneapolis, MN. The project brief called for a Shopify website that could hold its own against established competitors in a crowded market — one that felt premium and lifestyle-driven while actively guiding users toward a purchase decision with as little friction as possible.The design process began with competitive research, studying how leading mattress brands structure their user flows and present product information. From there, a complete user journey was mapped from the homepage through to checkout, ensuring every touchpoint served a clear purpose. Visual identity and UX were developed in tandem using Adobe CC and XD, with the dual goal of building brand trust and reducing drop-off at each stage of the funnel.

Shuteye Home

Research-Driven UX Design Built to Guide Users and Maximize Conversion

The design process began with competitive research, studying how leading mattress brands structure their user flows and present product information. From there, a complete user journey was mapped from the homepage through to checkout, ensuring every touchpoint served a clear purpose. Visual identity and UX were developed in tandem using Adobe CC and XD, with the dual goal of building brand trust and reducing drop-off at each stage of the funnel.

Access to basic features

Shuteye Home

Functional Design

One of the standout features of the site is an interactive mattress layers diagram, built from scratch in HTML, CSS, and JavaScript. Rather than presenting static product specs, users can select individual layers of the mattress to trigger an accordion-style reveal of detailed component information — from the quilted EuroTop cover down to the pocket coil support base. This approach transforms a traditionally dry spec sheet into an engaging, confidence-building experience that speaks directly to an informed buyer.

Shuteye Home

Branding

The branding for this project leans into clarity and trust, using a restrained visual system to make the product feel credible, approachable, and easy to understand. Rather than relying on heavy stylistic elements, the identity is built around clean typography, soft contrast, and intentional use of space—allowing the content to lead and the product to feel elevated without friction. This approach aligns with modern portfolio and Webflow design principles, where clarity, readability, and structured storytelling are key to building user confidence and engagement . The result is a brand that feels calm and considered, helping reduce hesitation and guide users naturally through the experience while reinforcing a sense of quality and reliability.

Shuteye Home

Intuitive Design to Drive Engagement

Across both desktop and mobile, CTAs and trust-building content were placed intentionally throughout each page, informed by UI best practices and the conventions of comparable lifestyle brands. The mobile experience in particular was designed with intuitive navigation and thumb-friendly interactions at its core, ensuring the streamlined purchase path held up across all screen sizes. The end result is a cohesive digital brand presence that balances visual sophistication with purposeful, conversion-driven design.

Responsive Website

Copy Writing

Product Setup

Photography

Engaging Content

Consumer Research

The Work

A collection of work spanning UX, branding, and digital design across luxury eCommerce, wellness, foodservice, and national consumer brands. Every project starts with a question: what does this brand need to say, and what's the clearest, most compelling way to say it? The answer is never the same twice, but the approach always is: understand the audience, respect the user, and make every design decision earn its place.