Instant Comfort
Instant Comfort makes adjustable smart mattresses and sells them exclusively through retail partners. When this project started, they had no online cart or checkout — every sale happened over the phone. The goal was to build a complete Shopify Plus website that could handle direct online purchases, support their existing call-in relationships, and introduce a new line of mattresses to buyers who didn't know the product yet. All at the same time.
Role
UI Design, Visual Direction, Site Architecture
Adding e-commerce to a phone-sales business
The previous site worked as a brochure. It was never meant to transact. The new one needed to do both: let business owners order directly online without speaking to anyone, while keeping the call-in sales channel visible and accessible for existing partners who operate under separate terms.
These two purchasing paths had to coexist without one undermining the other. The design treated them as parallel options rather than competing ones — neither hidden, neither forced. The navigation, product pages, and checkout were built for the online buyer; the retailer-facing pages and contact details were built for the call-in partner.
B2B first, but not only B2B
The primary audience isn't a consumer lying in bed browsing mattresses — it's a business owner deciding whether to carry a product line. That changes almost everything: the tone, the content hierarchy, the kind of trust you need to build.
The design direction was premium, calm, and non-promotional. No discounts. No urgency. No noise. The visual language had to feel appropriate for a long-term partnership decision, not an impulse buy. At the same time, the site needed to work for end consumers who might find it directly — so the structure had to serve both without feeling like a compromise.
The Retailer section — Find a Retailer and Become a Partner — were given the same level of design attention as the product pages, because for this business, those relationships are the product.
Making the product make sense
A smart adjustable mattress isn't self-explanatory. The site needed to answer the question "what is this?" before it could answer "which one should I carry?" That led to a dedicated Smart Beds section — four pages covering what a smart bed is, what's inside the mattress, the technology behind the adjustability, and how it works in practice.
This isn't content that drives direct sales on its own. But for a retailer evaluating whether to bring a new product into their store, it's the difference between a product that's easy to explain to customers and one that isn't. The education section was designed to give retail partners the answers they'd need before they were asked.
Designing around products that didn't exist yet
The full mattress line — Prelude, Prelude+, Premiere, Premiere+, Prestige+, and Prestige+3 — was new and unreleased at the time of design. Final specifications weren't confirmed. SKU numbers weren't available. Some assets were still being shot.
The design had to work without those things. Every template was built to be updated later — flexible enough to absorb finalized copy, specs, and imagery without requiring a structural redesign. Product pages were structured around what was known: key benefits, size options (Twin XL through Split California King), mattress style configurations (standard, flex-head, split), and the technology story. The details would come in post-launch.
The client's most-highlighted models were the Premiere and Premiere+ — the industry's first mattress combining pocket coils with adjustable support — so the homepage gave them a dedicated feature section, alongside a Talalay Latex Comfort Layer section and a model comparison area to help buyers understand what differentiates each tier.
The result
A complete Shopify Plus e-commerce site across 13+ pages — homepage, About, Smart Beds education section, product collection, individual product pages for six mattress models, retailer pages, cart, and supporting pages — all designed in Figma and handed off for development. The design introduced online purchasing to a business that had never had it, without dismantling the sales model that was already working.