Goodnight

A sleep-tech ecosystem for people who never get enough rest or want to genuinely improve sleep. Designed, branded, and built as a complete webshop from the ground up.

Note: Due to a server outage, WooCommerce was unavailable during this project. Instead, I built the full webshop in Figma; which allowed me to create a strong, polished concept despite the setbacks.

Why Goodnight?

Sleep deprivation is too normalized, even in professions where mistakes can cost lives. Surgeons and other critical workers should never operate when they’re running on no sleep. Goodnight focuses on busy, health-conscious people who don’t get enough rest: parents, professionals, and anyone carrying heavy responsibilities.

Research

I researched sleep in the Netherlands. We know a lack of sleep affects everything, but my research revealed the impact is far worse than most people realize. One night without sleep can have the same cognitive effect as being drunk. Can you imagine being operated on by a drunk surgeon?

Marketing plan

I wrote a comprehensive marketing plan covering all strategic and creative aspects of the Goodnight brand.

Documentation & research

Product Vision Statement

SWOT Analysis

Target group & persona

Branding

Communication tools

The products

Goodnight is a three-part ecosystem, each product designed to give you a complete picture of your sleep and improve your nightly rest.

Sleep tracker

PRODUCT 1

A small, comfortable wristband that tracks your sleep duration, depth, breathing, heart rate, and sleep quality. Data is sent to the display and synced to the Goodnight app — which includes a personalized sleep podcast.

Tracker Display

PRODUCT 2

Shows all your sleep data instantly without your phone. Sleep stages, heart rate, breathing, skin temperature, and air quality. A complete nightly overview at a glance, all without distractions.

Air Diffuser

PRODUCT 3

A device that improves room air quality and promotes relaxation. You spend ~8 hours in your bedroom — better air means better sleep, improved cognition the next day, and reduced fatigue.