Choosing a duvet sounds simple—until you have to do it online. In a physical store, guidance comes naturally through conversation and intuition. Digitally, that guidance often disappears, leaving users alone with filters, specs, and guesswork.
As more purchasing decisions move online, the challenge isn’t just what to show—but how to guide. This project explores how a digital experience can replicate the clarity and reassurance of in-person advice, without overwhelming users with technical jargon.
Starting with feeling, not features
In-store guidance often starts with a simple question: “How do you like to sleep?” The digital flow mirrors this by opening with atmosphere rather than specifications.
Users are asked to imagine the kind of bedroom they feel most comfortable in—cool, soft, natural, or warm. This lowers the barrier to entry and anchors the rest of the journey in something intuitive and human.
Turning preferences into data
As the flow progresses, subjective input is gradually translated into structured data. Temperature preference, desired weight, season, and budget are collected using simple language and minimal UI.
This approach allows the system to guide quietly in the background—much like a knowledgeable salesperson would—while the user remains focused on how each choice feels, not what it’s called.
Context-aware recommendations
To bridge the gap between digital and real-world context, the experience pulls in live weather data and suggests a suitable duvet season based on the user’s location.
It’s a small intervention, but it reinforces trust. The recommendation adapts to the user’s reality instead of asking them to reason everything out themselves.
Making the result explainable
In a store, guidance doesn’t end with a suggestion—it comes with an explanation. The digital result follows the same principle.
One duvet is highlighted as the best match, supported by clear reasoning and comparable alternatives. Users can inspect differences side by side, ensuring the recommendation feels informed rather than automated.
The outcome
The final prototype demonstrates how digital guidance can feel calm, human, and trustworthy. By translating in-person advice into a structured yet intuitive flow, users are supported rather than left to self-navigate complex decisions.
The key takeaway is clear: as the world becomes more digital, good interfaces don’t replace guidance—they recreate it in new ways.
