2025

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Benjamin Parisot, Oura Ring

Brynn Harrington, Oura Ring

Jeremy Woska, Oura Ring

Dan Otis, Oura Ring

Brian Hamilton, Oura Ring

Dominic Adams, Oura Ring

Anthony Barsotti, Oura Ring

Shelby Carlin, Oura Ring

Yvonne Kim, Oura Ring

Serin Buck, Senior Executive Producer, Instrument

Rachel Kerr, Senior Producer, Instrument

Lizelle Galaz Estrella, Strategy Director, Instrument


Morgan Miller, Strategy Lead, Instrument


Varna Vasudevan, Strategy Lead, Instrument


Hanaa Mohamed, Senior Strategist, Instrument


Eleanor Parmantier, Research Strategy Lead, Instrument


Steve Mahn, Creative Director, Instrument


Christopher Fairchild, Creative Director, Instrument


Anna Harkness, Design Director, Instrument


Keyoni Scott, Designer, Instrument


Heather Weyda, Sr. Motion Designer, Instrument


Marc Lehman, Senior Motion Design Lead, Instrument


Sarah Watts, Associate Writing Director, Instrument


Andrew Bernardo, Design Director, Instrument

Lead Designer

Design Company

Profile Website

Project Website

Client

https://vimeo.com/1043751061/bddb44ead9?share=copy

Video (direct link)

The Challenge

People have more options than ever when choosing wearable technology to support their health and fitness goals. They are looking for answers that are as diverse as the industry itself. How might Oura tell their complex story, beautifully? By showing, not telling.

Storytelling that converts

Building on existing user research and data, we designed an experience that aligns with consumers’ needs and mental models. By focusing on shared attributes and motivations across personas, we created a seamless journey that engages, captivates, and converts.

Oura’s science and technology are both impressive and complex, so we reimagined the site’s information architecture, content, and navigation to offer a more intuitive learning and purchasing experience. Through qualitative and quantitative testing, we confirmed that shoppers value rich storytelling that builds curiosity and trust, which guided our creative direction.

From start to finish, the new site prioritizes the user experience. To achieve this, our team wore the Oura ring, collaborated closely with Oura’s experts, and iteratively tested our designs with real consumers to ensure we delivered a product that truly resonates.

Progressive disclosure

Oura Ring reads and translates the body’s most meaningful and complex messages to help us transform how we feel every day—without overwhelming us.

The foundation of our design system is progressive disclosure, leveraging layers of information, animation, and micro-interactions to help people understand the big picture behind Oura’s science and design, while providing pathways to dig deeper into the details that are most relevant in their lives.

Throughout our process and the final site, we drew inspiration from the emotional and tactical moments that come when you wear the ring. We layered Oura’s in-app UI, data visualization, lifestyle and CGI photography, and rich storytelling to represent Oura’s many complex features and benefits. Ultimately, these moments anchor the most important points in a consumer’s path to purchase with dynamic interactions and delight.

A rich and scalable system

Oura’s new e-commerce platform is as immersive as it is repeatable. We aimed to strike a balance between a unique experience and a system with reusable pages and components. Thus, enabling cohesion and continuity for both consumers and Oura’s internal teams as the brand and product offering continues to evolve.

The Impact

One month after launch, the numbers speak for themselves:
- 42% increase in sales per day
- 130% mobile performance
- 3% increase in funnel progression



Gold Winner in Website Design for Digital Design

Gold Winner in Mobile Interaction & Experience