The focused product offering allowed us to take a simplified UX approach centered on conversion. This was enhanced by editorializing the story of the brand which seeks to solve the frustrating process of shopping for a comforter.
The art direction and content strategy were multifaceted in leveraging bright lifestyle imagery, CGI to drive home key product benefits, a fun and witty voice and tone, and the cutest damn animated illustrations ever to make their way into a browser.
Scroll-based CGI animations allowed the Buffy team to convey technical product details and benefits in a simple way that stayed true to the brand’s whimsically comfy vibe.
The site aims to fully immerse the user in the fluffy world that is Buffy - while providing clear and simple paths to the two main purchase points: Try a Buffy or Buy a Buffy.