The Opportunity: A strong brand ready to perform
Before touching a single pixel, we ran a full UX and data audit, walking through every page, screen by screen, layering heuristic analysis over hard data. Suite702 had all the ingredients: stunning products, a loyal customer base, and a truly unique offering in StudioSUITE, but the website needed to catch up.StudioSUITE, one of the brand's most unique features, had room to be much more prominent. The navigation could be simplified, the product grid refined with colour swatches and clearer pricing, and the overall journey shortened. The data showed clear upside: with the right experience in place, there was significant conversion potential waiting to be unlocked.
Our approach: Simplify, inspire, convert
This wasn't just a cosmetic refresh. We restructured the entire experience to make browsing easier, exploration more inspiring, and the brand's strongest selling points impossible to miss.
Simplified navigation. We replaced the multi-layered menu with a streamlined structure. Customers now land on high-level category pages and narrow down by colour, size, and material using quick-filter buttons, resulting in fewer clicks from the homepage to the collections.
Collection pages built for browsing. Colour is one of SUITE702's biggest draws, so we introduced swatches directly in the grid, making the range visible at a glance. We cleaned up the layout with consistent titles and clear pricing, and built a flexible labelling system so the team can highlight products like "Best Seller" or "Last Chance" manually or through automated logic.
Product pages with purpose. We tightened the layout into a clear visual hierarchy, imagery to key details to action, with relevant USPs and shipping info clearly displayed.
Accessibility and usability. We improved the experience in line with the European Accessibility Act, ensuring the site is inclusive, easy to navigate, and meets the standards customers and regulators increasingly expect.
Visual storytelling. We designed a range of sections, such as comparison tables, hotspot modules, and rich media blocks, that allow SUITE702 to introduce its products in a visually driven way, staying true to the brand.
Reusable components for long-term growth. We built a library of conversion-optimised components that SUITE02 can use to create landing pages for any campaign or product launch, quickly, consistently and on brand.
Dynamic bundling with Rebuy
Previously, customers could only unlock bundle discounts by going through the StudioSUITE configurator. We changed that. Using Rebuy, we rolled out the bundle discount site-wide, meaning customers can now build a qualifying set from anywhere on the site and still enjoy the same savings.
The mechanic is straightforward: purchase a complete bedding set and receive 15% off. Add extra accessories, and those items receive a 20% discount.
What makes this powerful is the communication layer. The bundle discount is woven throughout the entire customer journey; on collection pages, product pages, and crucially, in the cart itself. If a customer adds a pillow cover and a duvet cover, the cart reminds them that adding a bed sheet unlocks 15% off the full bundle. If they already have a bundle, the cart prompts them to add extras at 20% off.
By removing the StudioSUITE as the only path to a discount, we opened up the bundling strategy to every customer.
Redesigning the StudioSUITE
StudioSUITE is where SUITE702 stands apart from every other bedding brand. But the previous experience wasn't making it easy for customers to understand what it was or how to use it.
Each step of the configurator was optimised for clarity and usability. We made the interface more compact while emphasising the wide range of colours. Pricing is clear at every stage. The progress bar was updated to reflect where the customer is in the process. We added contextual explanations throughout so the customer always understands what's happening and what comes next.
Where brand meets performance
SUITE702 came to GoodKarma during a rebrand. They could have settled for a fresh coat of paint. Instead, they chose to rebuild the experience from the ground up and the results reflect that ambition.
This project is a testament to what happens when you combine deep UX and customer journey analysis, conversion-focused design, and smart technical implementation. We didn't strip the brand back to fit a template. We built a system that lets SUITE702's identity and values shine through, while making sure every interaction drives the business forward.
That's the GoodKarma approach, where brand and performance work together.
