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Surinder T.

WorkRepositioned as attainable luxury.

Puffy · design manager, 2 years

Repositioned as attainable luxury.

+67% YoY revenue, Measured year on year, validated by A/B test

Now it looks worth the price.

  • Emotion: dark, warm, muted gold reads as luxury.
  • Social proof: 4 named awards, then 5 stars from 12,000+ sleepers.
  • Zero price: $240 of gifts, free.
Puffy's product page before: a cream page, a long paragraph, a summer sale box, a grid of sizes, and 2 buttons.
Puffy's product page after: the Cloud mattress in a dark, warm room, 4 named awards and 5 stars from 12,000+ sleepers above the fold, $240 of gifts free with every mattress, and 1 add to cart with a money-back guarantee under it.

+67% YoY revenue. Measured year on year, validated by A/B test

Checkout cut from 3 steps to 2.

Mobile checkout, step 1 of 2.

  • Anchoring: $3,438 struck through.
  • Trust: the total stays pinned, so nothing surprises at pay.
  • Zero price: each gift shows its full price, then free.
Step 1 of Puffy's 2-step mobile checkout, in a shopper's hand: $1,788 to pay with $3,438 struck through, the order summary pinned at the top, the Lux mattress at $899, and free luxury bedding gifts, each at its full price, then free.

Every model, side by side.

  • FullStory and user tests: shoppers left after the hero, unable to compare models.
  • Decision fatigue: the facts line up.
  • Effort: 1 size picker for all 4.
Puffy's compare page: the Cloud, Lux, Royal and Monarch mattresses side by side under 1 size picker. Lit on each card, what changes between them: the feel, from medium-firm to luxury-plush; the height and layers, from 10 inches and 6 layers to 16 inches and 12; and the price, each with its list price struck through.

Ads that look like the store.

  • Message match: the ad's dark, warm look is the store's.
  • Benefit first: each ad leads with what the sleeper gets.
  • 2 pillars: materials and comfort.

The first fold, tested every month.

Find the friction, test the fix, keep the winner.

“Designs implemented have had positive impact on user experience and bottom line growth.”
Arthur AndreasyanFounder, Puffy

In short

I was design manager at Puffy, a $1B mattress brand, for 2 years. The site looked like a discount store selling a premium product. We repositioned it as attainable luxury and cut checkout from 3 steps to 2. Revenue rose 67% year on year, validated by A/B test. Mobile checkout conversion rose 21%.

+67% YoY revenueMeasured: Measured year on year, validated by A/B test

The problem
A premium mattress, sold on a discount-style site.
What changed
  • A dark, warm luxury identity
  • Comparison cards in place of a spec table
  • Checkout cut from 3 steps to 2
The result
+67% YoY revenue · Measured year on year, validated by A/B test

Surinder ThakurAI Product Designer and Builder between Dubai and India, for UAE, US and EU teams

Start with 30 minutes.

You talk to me, the one who leads your build. Tell me the tool, the users and what it should move.

Book a scope call1 slot open for Q4 2026
Or write to hey@surinder.design
years in UX and product design
19
YoY revenue at Puffy
+67%

Design manager for 2 years at Puffy, a $1B brand.

What happens after you book

  1. You fill a short intake formSo the call starts with your problem, not with questions.
  2. We talk for 30 minutesYour tool, your users and what it should move.
  3. You get scope and priceIn writing, within 24 hours. No pitch.

On time every time

“If he says he will do something, there's no question that it will get done.”
Avin KlineCEO, Lucyd
Surinder T.