Launching a Successful MVP for the Sleep Industry - Emma Sleep
The Client
Emma Sleep, founded in Germany in 2015, is a mattress manufacturer with offices in the US, Germany, Portugal, Mexico, and China.
They innovated sleep technology, evolving from traditional mattresses and furniture to smart mattresses that connect to phones. In 2021, after extensive research, they launched an app for a more personalized sleep experience.
The mission
Our mission lasted 11 months, from September 2021 to August 2022.
We started working in September 2021 to validate, develop, and launch a subscription MVP. As part of its strategy, Emma aimed to expand into the app space to strengthen its competitive edge and offer a complete 360º sleep solution, including mattresses, furniture, and online support.
The milestones
MVP Definition: Designed feature setup, formulated test hypotheses, conducted smoke tests, research, and mapped user flows & journeys.
MVP Development: Led MVP app development using no-code tools, set up analytics architecture, and prepared customer support.
MVP User Research & Workshops: Conducted qualitative and quantitative research during MVP launch, hosting workshops to refine the app for a second iteration.
MVP Analysis & 2nd Iteration Prep: Performed business case and retention analysis, running Lean Inception workshops to plan the next version.
This is how we did it
Emma Sleep wanted to build an app to support better sleep, but the big question was: what problems should it actually solve? Using a mix of data analysis, Facebook smoke tests, and expert input, we helped them narrow the focus and define the MVP’s core features.
At first, they worked with a third party on a Design Sprint, but the prototype was based on broad assumptions. We stepped in to filter out the noise, define clear hypotheses, and prioritize features using a User Importance vs. Effort matrix.
When it came to building, speed and cost were key. A full-scale app wasn’t necessary to test the idea, so we explored options and found that No-Code was the perfect balance of efficiency and real-user experience. With input from Emma’s Engineering Manager and a No-Code expert, we chose the right tools and got to work.
After launching the MVP, we ran weekly user interviews, digging into what worked and why some users dropped off. Three months later, a post-MVP analysis confirmed the solution had legs. With clear validation, Emma secured buy-in to invest in a full V1—stronger, smarter, and built to drive long-term user engagement.
Delivered outcomes
Over 11 months, we achieved key milestones:
💡 Successfully launched a no-code MVP.
💡 Validated market and user interest through qualitative and quantitative data.
💡 Mentored and up-skilled Emma’s future PM through sharing sessions.
💡 Implemented GDPR-compliant user behavior tracking.
💡 Defined a solid discovery process for future iterations.
💡 Established a structured and efficient delivery process for the native app.
