Product Launch: Hatch Restore 2

Art Direction / Website / Photography / Marketing / Strategy

With Hatch’s success with their first adult sleep device, Restore, they developed a new and improved version to be launched early 2023. The marketing team was tasked with brining the store of Restore 2 to life on site, and I was tasked with leading the project.

Product Positioning

For adults who believe that rest is the kindest form of self-care, Restore starts with your sleep, and ultimately guides you to find more balance in your life.

Design Brainstorm

I brought the designers together to conduct a brainstorm based on the brief. The homework was to pull any inspiration of product pages that we felt had elements that lent themselves well to our goal. I specifically tasked with looking for inspiration for areas that we historically have had a difficult time with visualizing, which was how the product works and subscription upsell.

Some considerations that we talked through were:

• How do we want the story to flow?

• What are the current pain points of our existing product pages?

• How can we weave in a new and evolving design language to our visuals while keeping the page within our current system?

• How do we research the most common FAQs on the Restore Classic page to speak more to those throughout the page?

Wireframes

Once we established a general story for how we’d like the page to flow, myself and the supporting designer worked through wireframes. We started by working through the pain points and how we can show certain types of content in modules we could potentially use universally in our design system. From there, we worked through ways in which we could use those modules to create 3 concepts telling the same story in different ways.

Concepts

The 3 concepts the team felt strongly about were then brought into the design phase for testing. We focused on mobile only for this test and brought in enough design elements to get our concepts across, knowing that we will focus on design refinement after the tests. We worked with our copywriter to verbally tell this story, focusing on key words and phrases from our product positioning.

User Testing

Overall, all 3 tests performed extremely well and it was one of our most successful user testing to date at Hatch for the website. Two pieces we focused on pulling data from were whether the user had a clear understanding how the product worked, and how interested they would be in purchasing a product like this. From this testing we learned:

• Across the board, an average of 77% said they had a clear understanding how the product works

• Across the board, an average of 69% said they were likely or very likely to find Hatch Sleep Membership useful to them

• Across the board, an average of 80% said they were either interested or very interested in purchasing a product like this

Photography

Like any product launch, photography is so important in telling the product story. While we had a few hiccups in the planning process, I was able to put together a shot list in just under 3 days. The photoshoot was going to live within a larger video shoot, so planning well around the video setups was key. While the shot list was planned out by room, we had some last minute adjustments based on the setups we’d have available to us. The shot list then became more of a guideline and for only 1 day, we were able to gather the photos we needed to tell a holistic story.

Art Direction

In shooting the photography, we not only wanted to capture a holistic view of the product and how it works, it was important to align the visual aesthetic to the video being produced. The lens in which I developed this shot list was through the website and paid media. Since this photoshoot was developed after we started work on the website product page, we knew exactly what we needed for launch. For paid media, I worked closely with our Growth team to work through shots based on past ad performance and how we’d want to tell this new product story to customers.

Full shot list deck here

Video

While the video was being worked on by another designer, it was important to align photo, video, and art direction together to make sure that the visuals and story were cohesive across all consumer touchpoints. The concept of the video was around a day in the life of Restore 2 and how it benefits users from morning to night. In our busy lives, Restore 2 can be the constant in your daily routine to help bring calm and restfulness into your life. We developed 3 personas to help tell the product story and how it fits in anyone’s life. Below is an example of a day in the life of a single millennial mom with a young toddler.

Final Design

With user testing results and final video and photo assets coming in, the product page was pushed to the finish line. Naturally a few pivots came through last minute, we needed to bump up the sense of urgency on the page and position it as more of a “pre-order” than available now. The team also wanted to A/B test the original concept and design we landed on with a page that focused more on conversion over storytelling.

Live page here

Summary

While we are just in the early days of this product launching and do not have data yet on the page or A/B tests, this was an extremely successful project for the internal team. It was the first time closely working with the product design team, working through learning curves of figuring out other people’s working styles, and the first major project to be done in between CMOs.