# Repositioned as attainable luxury.

Puffy · design manager, 2 years

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

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%.

## 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

## Tab by tab

### Product page

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.
- The product page, after and before.
- +67% YoY revenue. Measured year on year, validated by A/B test.

### Checkout

Checkout cut from 3 steps to 2.

- Before, 3 steps: a big coupon box mid-flow sent shoppers off to hunt for codes.
- After, 2 steps: express wallets first. The summary stays in view. The coupon waits for review.
- +21% mobile checkout conversion. Measured by A/B test.
- Cart abandonment cut 14% at Puffy. Measured on the live checkout.

### Mobile

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.

### Compare

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.

### Social ads

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.

### Hero tests

The first fold, tested every month.

- 1M+ sessions, a new direction each month. A: escape to luxury sleep. B: built for self-care. C: award-winning comfort.
- Live behaviour shows what works. Each month, the learnings shape the next first fold.

### Process

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

- Find the friction, by 3 methods. Competitor scan: luxury rivals are dark and story-led, while Puffy looked loud. FullStory and user tests: shoppers left after the hero, unable to compare models. Funnel audit: 3 checkout steps and an oversized coupon box caused last-mile doubt.
- Write 1 hypothesis from all 3: add a premium look, side-by-side models and a 2-step checkout, and shoppers will see more value and buy more.
- Design the test: a dark-luxe product page, comparison cards and a 2-step checkout.
- Run the A/B test on the checkout, 3 steps against 2: +21% mobile checkout conversion.
- It becomes the control: the 2-step checkout goes live for everyone. Live, cart abandonment cut 14% at Puffy.
- Then again: 30+ A/B tests in 2 years, mostly on product pages.

## In their words

"Designs implemented have had positive impact on user experience and bottom line growth." Arthur Andreasyan, Founder, Puffy.

[Visit puffy.com](https://puffy.com)

Page: https://www.surinder.design/work/puffy