Human by Design: Realigning a Digital Experience for Modern Parents
Owlet
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Brand strategy + visual identity, UX/UI design, Shopify custom theme development
A category-defining tech brand finds its human side, turning technical precision into everyday reassurance.
Turning a Tech Story Into a Human Story
Owlet had the product and the proof. They built the first FDA-cleared smart baby monitor, tracking sleep, heart rate, and oxygen levels with medical-grade precision. But the story around it felt cold and technical.
Opportunities for Improvement:
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The site spoke in data points instead of emotions. For parents making a high-consideration purchase, this created a barrier to trust. The value was there, but it wasn’t being felt.
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Doctors and prescription users faced their own confusion. Key paths were hard to find. This made Owlet’s digital experience less reliable and undermined its core promise: peace of mind.
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Owlet didn’t need a new story. But it did need a realignment — one that shifted focus from the technology itself to the people it wanted to support.
Refocus. Reconnect. Realign.
We helped Owlet reposition itself from a tech company to a parenting ally. The goal was to make the brand feel like a lifestyle essential rather than a gadget — an everyday companion, not a clinical tool. In other words, this wasn’t just cosmetic. This was a strategic realignment around the brand’s core purpose.
Realignment, unlike redesign, isn’t about making something new—it’s about making something true. Our focus was to reconnect the brand’s digital experience with its original promise: peace of mind. We weren’t trying to change what Owlet did, but how it made people feel.
What we did:
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Developed a content strategy focused on reassurance over technology
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Created a composable design system for flexible storytelling
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Guided photography and video direction toward real, lived moments
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Simplified the paths for both direct buyers and prescription users
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Integrated authentic customer stories to increase perceived value
Rather than a refresh, this was a return to roots. Our work was focused on bringing Owlet’s digital presence back into alignment with its original purpose: showing up for parents.
Reframing the Brand Story
Owlet’s transformation shows what happens when a brand steps back and rediscovers its voice. Before, Owlet led with sensors and data. Now it leads with moments: night-light calm, a parent exhaling after seeing their baby sleep soundly.
By anchoring the product in real human emotion, we helped parents see the device not as a piece of tech, but as a part of the rhythm of early family life. Every interaction on the new site was designed to feel effortless and reassuring.
Design Highlights
Information architecture focused on emotional clarity before technical depth
Warm, lifestyle imagery replaced stark tech visuals
Typography and color palette communicated calm confidence rather than medical precision
Results
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Since launch, Owlet has seen a 25% lift in revenue, driven by higher conversion rates and stronger engagement across key pages.
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The new site also unlocked content agility. Marketing and brand teams can now update modules, stories, and visuals with ease.
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The new Owlet experience bridges science and empathy. It acknowledges the anxiety, love, and vigilance of early parenthood, and meets it with calm, clarity, and trust.
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Owlet got a new website. But it was a return to roots —a realignment around purpose — that truly allowed the brand to rediscover its voice.
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