Black Friday & Gift Guide

Mission & Overview

In 2019, I joined Purple three months before Black Friday as the company’s first UX/Product Designer, working directly with the VP of eCommerce and CEO to redesign the entire path-to-purchase for Black Friday and the Holiday Gift Guide. The goal was to dramatically raise online sales, and the resulting experience exceeded expectations, driving an estimated $8M in online revenue per day during the green-week campaign.

Research

I worked closely with the stakeholders through fast, iterative design sessions to shape and refine the wireframes. Over a tight three-week window, I built and tested 21 interactive prototypes covering the full path to checkout. Usability and A/B testing helped us quickly see what worked, make data-informed decisions, and land on a final experience that guided users smoothly from product page to checkout.

Discovery

We found that bundling complementary products, like pillows, sheets, and mattress protectors, directly on mattress product pages made a big difference. Showing everything together helped customers think in terms of a complete sleep setup instead of individual items, making decisions easier and increasing conversions along the way.

We also introduced Average Order Value (AOV) prompts throughout the experience, from the homepage to the cart. These subtle cues encouraged customers to add upgrades that made sense for them, boosting overall value without feeling pushy. Together, these changes helped customers build better purchases while driving stronger results for the business.

Impact

By simplifying the path to purchase and introducing smarter bundling and AOV cues, the Black Friday experience drove higher conversion and order value, helping generate an estimated $8M per day in online sales.