Puffy.
+67% revenue in 24 months.
Repositioned Puffy from a generic mattress brand to an attainable-luxury sleep brand. Led full-site redesign, DesignOps scaling, and a 10-experiment A/B program across 1M sessions.
Puffy was growing but flat on conversion.
Joined Puffy as Design Manager in Dubai. Category was crowded (Emma, Eight Sleep, local players). Conversion had plateaued. Mobile was 68% of traffic but conversion rates lagged desktop by 40%. DesignOps was ad-hoc: five designers, no system, every PDP built from scratch.
Reposition first. Then redesign.
The win wasn't a prettier website. It was a sharper brand. We pulled Puffy upmarket: from “affordable mattress in a box” to “attainable luxury sleep.” That meant editorial product photography, confident typography, and a price presentation that said quality-first.
- ›Premium visual system
- ›Editorial product photography
- ›Confident typography
- ›Quality-first price framing
- ›Mobile-first rebuild
- ›Design system + token library
10 A/B experiments. 1M sessions analyzed.
Built an experimentation practice. PDP layout, checkout flow, financing messaging, trust signal placement, hero imagery. Every test was instrumented; every winner shipped. The -14% cart abandonment result came from a 3-step checkout teardown that eliminated the account creation barrier.
Scaled DesignOps from 5 to 12.
Built the design system. Wrote the hiring rubric. Interviewed 80+ candidates. Grew the team from five generalists to twelve specialists across product, brand, motion, and DesignOps. eNPS hit 82 on exit — the highest across Puffy's functions.
+67% revenue. 24 months. One design team.
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