Soma Sleep Shopify Website Design Case Study

Introduction

In today’s fast-paced digital economy, a website is far more than an online brochure—it is the heartbeat of a brand. For eCommerce companies, the website serves as the storefront, the educator, and the most powerful salesperson rolled into one. When Soma Sleep, an Australian wellness brand specializing in blue-light-blocking products and sleep optimization solutions, set out to expand its presence online, the stakes were high. They needed a Shopify website that didn’t just list products, but told a compelling story, educated visitors on the science of better sleep, and guided them effortlessly to purchase.

This case study explores how we approached the challenge of building Soma Sleep’s Shopify store. We’ll walk through the planning process, design philosophy, obstacles encountered, solutions implemented, and the tangible results delivered. Above all, this project highlights how a well-structured Shopify website can empower a wellness brand to compete and grow in an increasingly crowded eCommerce space.

Understanding the Client’s Vision

Soma Sleep’s mission is simple yet powerful: to help people achieve deeper, healthier sleep by controlling exposure to artificial light at night. Their products—ranging from amber glow sleep bulbs to blue-light-blocking glasses—are rooted in science but targeted at everyday consumers who want practical solutions.

When Soma Sleep approached us, they expressed two primary goals:

1. Educate customers about the harmful effects of blue light and why their products matter.
2. Create a seamless online store where products can be easily browsed, understood, and purchased.

The challenge lay in balancing both. Too much scientific content could overwhelm customers; too little would risk undermining trust. Our role was to strike the perfect balance—designing a Shopify site that was informative, visually appealing, and conversion-driven.

Our Approach to Building the Shopify Store

Initial Strategy & Planning

Every successful website begins with strategy. Before touching design tools or Shopify’s backend, we invested time in understanding Soma Sleep’s brand identity, audience, and business goals.

• Audience Research: We profiled the target market—health-conscious individuals, tech-savvy professionals, and wellness enthusiasts—who struggle with sleep and are open to science-based solutions.
• Brand Identity: Soma Sleep’s brand called for a modern, calming, and trustworthy aesthetic that aligned with its mission of wellness and balance.
• Customer Journey Mapping: We outlined the path users would take: landing on the homepage, learning about the impact of blue light, exploring products, and completing their purchase.

This roadmap became the foundation for all design and content decisions that followed.

Shopify Store Setup

Shopify was chosen as the platform for its scalability, security, and ease of management. It provided Soma Sleep with the flexibility to grow while maintaining control over their storefront.

Key steps in the setup included:

• Navigation Structure: We designed a simple but effective navigation with categories like “Shop Now,” “Glasses,” “Light Globes,” “Sleep Mask,” and “Blog.” This clarity ensured visitors could find what they needed without friction.
• Homepage Layout: The homepage served as a storytelling canvas, combining hero imagery, educational snippets, and quick access to featured products.
• Product Organization: Products were segmented into clear categories, with each item displayed alongside its unique benefits—such as blocking blue light, releasing melatonin, and promoting restful sleep.
• Mobile-First Design: Recognizing that a large percentage of traffic would come from mobile users, we prioritized responsiveness and touch-friendly navigation.

Designing for Sleep Optimization

Visual Design Direction

The design direction was intentionally calming and immersive. We avoided harsh contrasts and instead used soft, natural imagery—bedrooms lit with amber glow, cozy interiors, and tranquil landscapes. The typography was clean and modern, ensuring legibility while reinforcing a sense of calm.

The color palette leaned heavily on warm ambers, soft yellows, and muted neutrals. This was more than aesthetic—it reflected the science of circadian rhythms, where warm light promotes relaxation and sleep readiness.

Product Page Experience

Each product page was designed with a dual purpose: to educate and to convert.

• High-Quality Photography: Clear images of bulbs and packaging reinforced professionalism.
• Feature Highlights: Icons and short descriptions communicated benefits instantly—“Blocks Blue Light,” “Releases Melatonin,” “Results in Restful Sleep.”
• Strong CTAs: Buttons like “Shop Now” and “Check It Out” were placed strategically, ensuring the purchase path was always clear.

The result was a product experience that felt intuitive, persuasive, and scientifically credible.

Educational Integration

Education was central to Soma Sleep’s mission, but it needed to be accessible. We achieved this by weaving educational touchpoints throughout the site:

• “Did You Know” Sections: Bite-sized facts explained how blue light disrupts sleep.
• Infographics: Simple visuals outlined the process: Block Blue Light → Release Melatonin → Sleep Better.
• Blog & FAQ: These sections expanded on the science for visitors who wanted to dive deeper.

By embedding education directly into the shopping experience, we positioned Soma Sleep as both a retailer and a trusted authority on sleep science.

Overcoming Challenges

Balancing Education and Sales

The first major challenge was content density. Too much scientific jargon risked alienating casual shoppers. Too little could weaken credibility. Our solution was layered content delivery:

• For quick browsers: simple graphics and CTAs.
• For curious learners: expandable content in blogs and FAQs.

This approach catered to diverse customer types without compromising user experience.

Building Trust Through Design

Another challenge was trust. As a relatively new wellness brand, Soma Sleep needed to project authority and credibility. To achieve this, we emphasized:

• Professional Photography: Authentic lifestyle imagery built emotional connection.
• Consistent Branding: Every touchpoint reinforced Soma Sleep’s mission of wellness.
• Educational Voice: Science-backed claims presented in plain English fostered trust without intimidation.

Results Achieved

A Seamless Shopify Experience

The final website delivered a frictionless user journey:

• Visitors could land on the site, immediately understand Soma Sleep’s mission, and move effortlessly toward product pages.
• Navigation was intuitive, eliminating confusion.
• Calls-to-action stood out clearly, guiding customers naturally toward purchase.

Business Growth Support

The website positioned Soma Sleep not only as a retailer but as a wellness educator. Customers walked away with both products and knowledge. This dual impact supported long-term loyalty while driving immediate conversions.

The scalable Shopify framework also ensured Soma Sleep could expand their catalog, integrate marketing apps, and track customer behavior with ease.

Key Takeaways from the Project

This case study reinforces several core lessons about building a successful Shopify store for wellness brands:

1. Align design with brand identity. Calming aesthetics supported Soma Sleep’s wellness mission.
2. Educate to convert. Informing customers about blue light’s impact increased product relevance.
3. Prioritize usability. Clear navigation and CTAs minimized friction and maximized conversions.
4. Build trust visually. Photography and consistent branding were as critical as written content.

Conclusion

The Soma Sleep Shopify website demonstrates how thoughtful planning, design execution, and customer-focused strategy can transform an eCommerce store into a powerful brand hub. By balancing education with simplicity, and aesthetics with usability, we created a digital experience that not only sells but also builds trust and authority.

For us, this project underscored an important truth: great eCommerce design is about more than looks—it’s about crafting an experience that aligns business goals with customer needs.

This Shopify project was proudly brought to life by our team at AIRSANG, where we help businesses transform their ideas into high-performing, design-driven online stores.