Oura reshaped consumer health by making precision sleep and recovery insights wearable on a finger. To match the ambition of the product, the commerce experience needed to be just as effortless—fast, flexible, and ready for global scale. That meant a storefront that educates as well as sells, moves seamlessly from discovery to purchase, and adapts to new markets without friction. The bar was simple to state and hard to achieve: zero drag for customers, clear control for editors, and a technical foundation built to evolve as quickly as Oura does.
Oura’s legacy stack made speed and iteration harder than they should be. Content and commerce were tightly coupled, internationalization was cumbersome, and testing new ideas took too long. The brief was clear— design & build a modern foundation that separates concerns, unlocks velocity, and scales smoothly across regions.
We led experience strategy and product design, then executed the build end-to-end: Shopify development and headless engineering. We designed a componentized system, mapped the commerce model for global growth, and architected a headless stack that let content teams move quickly without blocking engineering—and vice versa.
Headless, by design. A Next.js storefront deployed on Vercel, with a unified API layer into Shopify Plus and supporting services.
Contentful at the core. A clean, modular content model (pages, sections, SEO) with localization, editorial workflows, and live preview via Delivery/Preview APIs and webhooks—so teams can publish confidently at speed.
Shopify, configured for scale. Multi-region setup, product and catalog modeling, payments, subscriptions, duties/taxes, and promotion logic wired for experimentation.
A living design system. Tokenized styles and documented components (Storybook-ready) to keep brand and build in lockstep.
Analytics for action. An event schema and instrumentation plan to power testing, learning, and continuous CRO.
A faster, extensible commerce platform that cleanly separates content from commerce, accelerates experimentation, and scales across regions. In short: a foundation built for continuous optimization and confident international growth.
