Mintzzz — Patrick Peizong Yang

Meet Mintzzz

Cooler sleep for hot sleepers.

A direct-to-consumer brand making cooling bedding for people who sleep hot. Launched in Brooklyn in 2023, sold through our own Shopify store across the U.S.

Chill-Pad on a bed with model — lifestyle shot

2023Founded

DTCOwn Shopify store, U.S.-wide

$125Chill Pad, our best seller

Who we serve

Primary · Moms, 35–50Warm states like Southern California

Better sleep for their kids
Easy to wash and care for
Worth the money

Secondary · Students, 18–22Hot dorms, no thermostat control

Sleep well before class
Make the dorm feel like home
Stay on a student budget

01 · The problem

Nearly two-thirds of shoppers who started checkout didn't finish.

Once the store was live, the job shifted from building it to making it convert. Shopify Analytics showed exactly where people were leaving.

100%

Visit site

5.8%

Add to cart

3.3%

Reached checkout

1.2%

Purchase

Biggest late drop: 64% of shoppers who started checkout didn't finish.

Share of sessions reaching each step · Source: Shopify Analytics

02 · Finding the why

I checked before I assumed.

Three sources, several dozen responses from shoppers who left. Two common guesses fell apart; two doubts kept coming back.

1 · Shopify data: where and on which devices 2 · Exit survey for shoppers who left checkout 3 · A discount code in exchange for feedback

Price was too high

Ruled out

Mobile or slow-site issues

Ruled out

Doubted it would work for them

Confirmed

Didn't know returns were free

Confirmed

03 · Where trust was missing

Every step raised an unanswered doubt.

Landing pageShopper saw

Product photos and a tagline

Shopper thoughtNever heard of them. Has anyone bought this?

Product pageShopper saw

Specs, price, Add to cart

Shopper thoughtCooler than mine? Says who?

CartShopper saw

"Shipping calculated at checkout"

Shopper thoughtSo is it $125, or $140?

CheckoutShopper saw

Card form, no mention of returns

Shopper thoughtIf it doesn't work, am I stuck with it?

04 · Competitive analysis

Big brands sell trust. Cheap ones sell price.

Lower pricePremium priceFew trust signalsStrong trust signals

Eight Sleep / Sleepme

Amazon cooling pads

Mintzzz, before

Mintzzz, after

What I found

Eight Sleep / Sleepme

Premium: trials, science and proof everywhere.

Amazon cooling pads

Cheap: they compete on price and review count.

Mintzzz, before

Mid-price, but almost no trust signals.

The gap: premium-level trust at a mid-range price.

05 · The insight

Shoppers didn't need a better checkout. They needed reassurance about cost, risk and proof, answered right where they hesitated.

$0

Free shipping and returns

Answers: "Will this cost me more?"

Shown on the announcement bar, home strip and buy box

30

30-night trial

Answers: "What if it doesn't work for me?"

Shown on the hero strip, buy box and page footer

★

Real customer photos

Answers: "Does it work for people like me?"

Shown as stars by the title and photo reviews from real buyers

06 · Wireframes, step by step

Putting a trust signal at every point of doubt.

I worked through the purchase path in order: landing page, product page, checkout. Grayscale is the original layout; mint marks the trust signals I added.

Step 1 · Landing page

Trust before the first scroll.

Before

mintzzz.com

Shop now

Product photo

After

mintzzz.com

Free shipping on everything

1

Shop Chill Pad

★ 3,000+ reviews

2

Product photo

Lab tested 4X cooler

3

● 30-night trial● Backed by research● 1-year warranty

4

★★★★★

5

1Free-shipping barAnswers cost before anything else

2Review count beside the button3,000+ buyers, right at the CTA

3Lab-tested badgeMakes the cooling claim credible

4Trust stripTrial, research, warranty

5Photo reviewsReal hot sleepers, real results

Step 2 · Product page · Decision 1 of 2

Where should reassurance live?

Option A · Explored, not chosen

mintzzz.com/products/chill-pad

Product photo

★★★★★ 3,000+

Add to cart

Shipping & returns+

Questions? Read our FAQ →

Returns info in an accordion and an FAQ link. Complete, but shoppers had to go looking for it at their most doubtful moment.

Option B · Chosen

mintzzz.com/products/chill-pad

Product photo

★★★★★ 3,000+

Try it for 30 nights. Free returns.

Add to cart

Free shipping · 1-year warranty

One line right above Add to cart. It answers the risk doubt at the click, without sending anyone away.

Step 2 · Product page · Decision 2 of 2

Where should proof show up?

Option A · Explored, not chosen

mintzzz.com/products/chill-pad

Add to cart

Reviews★★★★★↓ after the full description

Reviews at the bottom of the page. Standard for the theme, but the proof arrives after the decision point.

Option B · Chosen

mintzzz.com/products/chill-pad

★★★★★ 3,000+

Add to cart

Real hot sleepers, real photos

★★★★★

Stars by the title, photo reviews under the buy box. Proof appears while shoppers are still deciding.

Step 2 · Product page · Final design

Nine changes, from the first screen down.

Before

mintzzz.com/products/chill-pad

Product photo

Add to cart

Shipping calculated at checkout.

Details+

Shipping & returns+

After

mintzzz.com/products/chill-pad

Hey hot sleeper: free shipping on everything

1

Product photo

AWARD
2025

3

★★★★★ 3,000+ 5-star

2

Fix hot sleep.

❄ Cooling☁ Comfy⟳ Easy clean

4

Add to cart

30 nights · 1-yr warranty · Free shipping

5

1Free-shipping barAnswers cost up front

2Reviews by the titleProof before any scrolling

3Award badge on the photoCredible at a glance

4"Fix hot sleep." plus benefitsWhat it does for me, not specs

5Trust strip under the buttonAnswers risk at the click

Further down the page: 6 Cooling proof, 20X · 7 Hot-sleeper photo reviews · 8 Trust strip, repeated · 9 On-page FAQ

Step 3 · Checkout · Final design

One last push at checkout.

Before

mintzzz.com/checkout

Checkout

Contact

Shipping address

Payment

Chill Pad$125

ShippingFree

Pay now

After

mintzzz.com/checkout

Checkout

Order today. Arrives in 2 days.

10

Contact

Shipping address

Chill Pad$125

ShippingFREE11

Try it 30 nights on us. Free returns.

12

Place order

10Delivery promiseArrives in 2 days, so the wait isn't a worry

11Free shipping, made visibleHighlighted in the total, hard to miss

12Trial line by the button30 nights on us, right at the click

07 · Results · 2-week A/B test

Checkout completion rose 23%, with no discounts.

+23%

Checkout completion

36% → 45% of shoppers finished checkout

+41%

Email signups

2.0% → 2.8% of visitors signed up

≈ flat

Return rate

4.0% → 4.2% of orders returned

The old and redesigned pages ran side by side for two weeks. Site sessions also grew 320% in that window, which is why I compare the two versions rather than before vs. after.

08 · The brand behind it

A chunky wordmark, a single mint, and a navy to anchor everything.

The storefront fixes only worked because the brand underneath was consistent. The system, in brief: identity, palette and type, how they translate to the interface, and the product line they hold together.

The identity is built around three things: a lowercase wordmark that visually slides toward sleep, a saturated mint that signals "cool," and a navy that keeps it grounded.

Wordmark

mintzzz

brooklyn.

"Cool Sleep, for Hot Sleepers"

Lowercase, three z's, one floating off the right edge. A name that looks like falling asleep.

Palette

Mint · #79E1BF

Navy · #1A2649

Cream · #FFF8E7

White · #FFFFFF

Typography

mintzzz

DM Sans set heavy and tight. Bold rounded sans-serif used for everything — headlines, packaging, ad copy. Friendly enough to feel like a brand a friend would buy.

Brand → interface

The packaging, the photography, and the site all speak the same brand grammar.

A visitor who saw a Mintzzz box on Instagram and lands on the homepage should feel zero seam between the two. Same palette, same type, same voice, same micro-details.

#79E1BF

Mint as the system color

The packaging mint becomes the site's primary CTA color, badge color, and cool-sleep proof color.

#1A2649

Navy as ink + button

Navy from the brand grounds every body text block, button, and footer surface across the site.

Aa

DM Sans, heavy + tight

Same family used on packaging — headlines set heavy, body set medium. One typeface, three scales.

≈ ≈ ≈

Wave motif from the box

The kraft-printed wave pattern from the box recurs as section dividers and hero accents on the site.

The product line

A three-product cool sleep system.

Each product is an entry point. Each works alone, each reinforces the rest. Same materials family, same mint accent, same promise.

01 · Hero

In summary

Trust, not price, was stopping purchases.

Situation

64% left after starting checkout
Doubts about the cooling claim
Unsure about returns and total cost

Task

Find out why shoppers hesitated
Fix it without discounting
Protect margins and the brand

My role

Funnel analysis and shopper research
Product page and checkout redesign
Ran the A/B test

Result

+23% checkout completion
+41% email signups
Return rate held flat, no discounts needed

Context DTC sleep brand, launched 2023 · Built with Shopify · Figma · Google Analytics · Validated by a 2-week A/B test

Cool Sleep,
for Hot Sleepers.

Cooler sleep for hot sleepers.

Nearly two-thirds of shoppers who started checkout didn't finish.

I checked before I assumed.

Every step raised an unanswered doubt.

Big brands sell trust. Cheap ones sell price.

Shoppers didn't need a better checkout. They needed reassurance about cost, risk and proof, answered right where they hesitated.

Free shipping and returns

30-night trial

Real customer photos

Putting a trust signal at every point of doubt.

Trust before the first scroll.

Where should reassurance live?

Where should proof show up?

Nine changes, from the first screen down.

One last push at checkout.

Checkout completion rose 23%, with no discounts.

Checkout completion

Email signups

Return rate

A chunky wordmark, a single mint, and a navy to anchor everything.

The packaging, the photography, and the site all speak the same brand grammar.

Mint as the system color

Navy as ink + button

DM Sans, heavy + tight

Wave motif from the box

A three-product cool sleep system.

Chill-Pad

Chill Pod

Eye Mask

Trust, not price, was stopping purchases.

See it on
mintzzz.com

Cooler sleep for hot sleepers.

Nearly two-thirds of shoppers who started checkout didn't finish.

I checked before I assumed.

Every step raised an unanswered doubt.

Big brands sell trust. Cheap ones sell price.

Shoppers didn't need a better checkout. They needed reassurance about cost, risk and proof, answered right where they hesitated.

Free shipping and returns

30-night trial

Real customer photos

Putting a trust signal at every point of doubt.

Trust before the first scroll.

Where should reassurance live?

Where should proof show up?

Nine changes, from the first screen down.

One last push at checkout.

Checkout completion rose 23%, with no discounts.

Checkout completion

Email signups

Return rate

A chunky wordmark, a single mint, and a navy to anchor everything.

The packaging, the photography, and the site all speak the same brand grammar.

Mint as the system color

Navy as ink + button

DM Sans, heavy + tight

Wave motif from the box

A three-product cool sleep system.

Chill-Pad

Chill Pod

Eye Mask

Trust, not price, was stopping purchases.

See it onmintzzz.com

See it on
mintzzz.com