Oura Ring’s latest digital overhaul showcases how thoughtful design and storytelling can directly impact business growth. By reworking the brand’s e-commerce experience, Oura increased daily sales by 42 percent and boosted mobile performance by 130 percent. The success stems from a clear focus on user experience, intuitive content structure, and emotionally resonant design.

Storytelling That Drives Engagement

Grounded in user research and real behavioral data, the new site experience was crafted to match the needs and expectations of Oura’s diverse customer base. Rather than designing for individual personas, the team focused on shared motivations to build a journey that is seamless, engaging, and persuasive.

Oura’s underlying science and technology are complex, so the team restructured the site’s content and navigation to make learning and purchasing easier. Through ongoing testing, it became clear that shoppers responded most to storytelling that sparks curiosity and builds trust. That insight shaped the creative approach from beginning to end.

The process was immersive. Team members wore the Oura Ring themselves, worked closely with internal experts, and conducted multiple rounds of testing with real users to ensure the final product felt authentic and effective.

Progressive Disclosure Simplifies Complexity

The Oura Ring decodes the body’s signals to help users improve daily well-being, without information overload. To mirror that, the design approach relied on progressive disclosure. This method presents information in layers, allowing users to understand the bigger picture while offering deeper insights for those who want more detail.

Every element was intentional. From animations and micro-interactions to layered storytelling, the design aimed to reflect both the emotional and functional aspects of wearing the Oura Ring. UI samples, data visualizations, lifestyle photography, and CGI moments were all woven into the experience to highlight key product features and benefits. These moments guide users toward key conversion points in a way that feels both natural and engaging.

Built to Scale

The revamped e-commerce platform balances uniqueness with scalability. It delivers a premium experience while using reusable components and templates that Oura’s internal teams can maintain and grow over time. This ensures visual and functional consistency as the brand evolves.

The Results

One month after launch, the impact was measurable:

• 42 percent increase in daily sales

• 130 percent boost in mobile performance

• 3 percent lift in conversion funnel progression

Yvonne Kim, Senior Director of Product at Oura, summed it up best:
“By far and away the best agency I have ever worked with. The expertise, the leadership, the humility, the creativity—everything you guys have done has been really phenomenal.”

The campaign earned Gold in Consumer Tech at The Drum Awards for Marketing. It proved that when complex stories are shown clearly through design and not just told, they resonate. In a crowded wearable tech market, Oura set itself apart by building a story that invites users to learn, explore, and commit.