Sleep.com
A zero-to-one product incubation for Mattress Firm: a mobile app and editorial destination designed to earn America's trust on sleep, one night at a time.
Strategy framing
In 2021, Mattress Firm funded a product incubation around the domain sleep.com. The experience strategy presentation I led framed the opportunity for leadership: to turn a URL into America's trusted authority on sleep, and a retailer into its steward. Three positioning options, a recommended direction, and a staged roadmap built around an authority-first, habit-first product.
Customer journey mapping
Twelve deep interviews and twenty-four diary studies grounded a five-stage journey: struggle, notice, track, learn, rest. The map surfaced the language people actually use about their own sleep (almost never clinical), three moments of truth that make or break trust, and a shaped opportunity inventory used to prioritize what to build first.
Mobile app design
The Sleep.com mobile app is designed around a quiet three-touch loop: a one-tap log before bed, a one-question check-in at wake, and a weekly review that replaces streaks and scores with a short paragraph of plain English. No guilt loops, no upgrade nags. Live on the Apple App Store and Google Play.
Website design
Sleep.com on the web is the permission engine — an editorial destination organized around four pillars (Science, Rituals, Products, Experts) that earns Mattress Firm the right to recommend anything at all. Voice, typography, and information architecture were designed to read as a magazine, not a store.