01 — The headline
Rebuild and launch under peak-season pressure
We treated rebrand and rebuild as one revenue program, not parallel projects. The result was a credible marketplace and modern storefront live before peak, with 15% growth during supply constraints.
02 — Situation
Legacy conversion limits met a hard deadline
The prior funnel leaked on mobile and made merchandising slow, while leadership needed a lifestyle-forward commerce narrative fast. Missing summer timing would have erased most of the upside.
03 — Constraints
Launch-window constraints
The roadmap had to absorb inventory volatility, SEO risk, and partner onboarding without losing execution pace.
Supply-chain instabilityHero SKU availability shifted weekly, forcing merchandising and pricing logic to stay adaptive.
Fixed seasonal deadlineMarketplace credibility had to be live before summer peak or the business case weakened materially.
SEO migration riskURL and content changes could not trigger an avoidable organic traffic collapse.
Cross-surface product continuityWeb, checkout, and mobile app expectations needed coherent claims and account behavior.
04 — Key decisions
Decisions that preserved speed and trust
We protected delivery by choosing architecture and scope boundaries that matched the calendar instead of idealized platform ambition.
Own experience layer, buy checkout primitives
The callUsed Vue + Strapi for page control while relying on Shopify Plus for commerce-critical checkout behavior.
The tradeoffAccepted tighter integration discipline to avoid reinventing payments and order infrastructure.
Sequence by revenue elasticity
The callPrioritized high-impact PDP and funnel modules before lower-leverage brand polish.
The tradeoffSome long-tail content enhancements moved after launch.
Scope ML as bounded owner insight
The callShipped focused sleep summaries and charts tied to real telemetry instead of broad assistant behavior.
The tradeoffNarrower initial AI footprint in exchange for higher clarity and lower support risk.
05 — What shipped
Headless storefront and marketplace baseline
The shipped package included the rebuilt Sleep.me experience, curated marketplace flows, improved PDP conversion modules, and a logged-in owner dashboard with measured insight surfaces.
Callout: the marketplace MVP succeeded because partner trust and fulfillment guardrails were defined before catalog expansion.
06 — Results
Commercial and platform outcomes
The launch delivered business movement and a future-safe technical baseline, which mattered more than a one-off release spike.
07 — For the next PM
Carry-forward lessons
In high-pressure commerce windows, hard scope boundaries and trusted measurement are what keep velocity real.
Run rebrand and rebuild as one programSeparate calendars create hidden launch risk and inconsistent customer stories.
Instrument before revealYou need trusted launch-day data to make confident calls in the first two weeks.
Constrain early AI surface areaGrounded, reviewable intelligence beats broad novelty when customer trust is at stake.
Storefront
Sleep.me / Chilipad era: conversion-focused PDP with configurators (screenshot below).
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