Driving sales growth required a strategic product hierarchy. More than just the top-seller, the Go Pillow is the subject of the Hyoumankind brand story. Making it the site’s focus created an immersive narrative, highlighting the pillow’s unique features and versatility to emphasise its role in supporting better sleep, rest and travel. 

In collaboration with the Hyoumankind team, we refined their brand positioning and tone of voice before addressing the visual brand elements. By introducing more legible fonts, new iconography and a pared-back colour palette, we were able to communicate the key messages clearly and let the content shine.

Realistic animations 

The challenge with selling pillows online is the absence of tactility. To overcome this obstacle, we introduced a 3D scrolling animation that imitates the movement of the slow-release memory foam while highlighting the pillow’s unique selling points. 

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Communicating versatility

From the home page to the product page, we emphasised the Go Pillow’s versatility: “Whether you’re in bed, at the beach, or 35,000 feet in the air, this is your new go-to for sleep, rest, and relaxation.” Pairing this messaging with use cases throughout the site reframes the Go Pillow as an all-purpose essential for home, travel, and outdoor use.

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Benefits at a glance 

The featured collections page offers a clear overview of pillow styles and benefits, guiding customers to their best fit. Iconography provides visual relief and establishes a clear hierarchy, making the information easy to scan and digest.

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Designed to convert 

An intuitive design balances conversion elements with the brand’s aesthetic to create an engaging and effective ecommerce experience. Strategically placed testimonials and UGC build trust while bundle upsells and a free shipping calculator highlight savings to encourage an increased AOV (average order value).

Customers have easy access to shipping and returns information, plus a delivery estimator that provides real-time expectations—“Order today and receive it by Wednesday.” 

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Guiding the customer journey

Product pages guide users through the necessary purchase decisions with ease. Customers are introduced to the benefits of each pillowcase, helping them select the best fit. The pillow’s versatility is highlighted through dynamic use cases, with content that adapts based on the selected pillowcase variant, offering a tailored and intuitive browsing experience.

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Strategic upsells
Reviewing Hyoumankind’s analytics and customer purchase patterns revealed that many users buy the travel case with the Go Pillow. By integrating a bundle solution into the PDP with a clear, automated discount, we enabled customers to add the accessory easily, streamlining the user experience to increase sales.

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Building trust 

Reviews play an important role in promoting the trust required to convert—especially for a product usually purchased in person. A combination of reviews by experts, customers and the press are incorporated throughout the site, providing social proof alongside UGC.