The Oura campaign won Silver in ‘Digital Experience Best Web’, Gold in ‘Digital Experience Retail’, Gold in ‘Digital Experience Sports’, and Silver in ‘Digital Experience UXCX’ at The Drum Awards. This campaign, by Instrument, beautifully showcased Oura’s complex science and technology through a reimagined site that prioritized user experience, leveraging progressive disclosure and rich storytelling to engage and convert consumers.
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.
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.
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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.
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.
One month after launch, the numbers speak for themselves:
“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.” - Yvonne Kim / Senior Director of Product, Oura
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Instrument
We are a design and technology company helping brands unlock their full potential.