Oura

Oura is the leading smart ring on the market—but as competition grows, being first isn’t enough. Together with the Oura team, we redesigned their website experience to transform how customers discover, learn about, and shop the product online.

The Challenge:

People have more options than ever when choosing wearable technology to support their health and fitness goals. They are looking for answers that are as diverse as the industry itself. How might Oura tell their complex story, beautifully?

By showing, not telling.

Storytelling that converts

Leveraging existing user research and data, we set out to design an e-commerce experience that matches consumer’s needs and mental models. To maximize the impact of the insights we already had, we weaved a golden thread through their personas—prioritizing shared attributes and drivers to design an experience to reach, captivate, and convert the most people.

The science and technology behind Oura’s product is as impressive as it is expansive, and to tell this story effectively, we re-imagined the site’s information architecture, content, and navigation to provide shoppers with better learning and purchasing journeys. Our own qualitative and quantitative testing both confirmed that shoppers crave rich storytelling that inspires curiosity and trust, and further honed our creative output.

Our Approach:

From beginning to end, the new site puts people at the center. To get there, our team wore the ring, worked closely with Oura’s in-house experts to understand why their product stands out and ahead of the rest, and iteratively tested our strategy and designs with real consumers.

Progressive disclosure

Oura Ring reads and translates the body’s most meaningful and complex messages to help us transform how we feel every day—without overwhelming us.

The foundation of our design system is progressive disclosure, leveraging layers of information, animation, and micro-interactions to help people understand the big picture behind Oura’s science and design, while providing pathways to dig deeper into the details that are most relevant in their lives.

Throughout our process and the final site, we drew inspiration from the emotional and tactical moments that come when you wear the ring. We layered Oura’s 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.

A rich and scalable system

Oura’s new website 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.