awsaver is developing a smart sleep mask that brings together several features to improve sleep quality. The mask blocks light, guides users through relaxation exercises, uses adaptive stimuli to support deeper sleep, and includes a personalised alarm system designed to wake people up at a more natural moment in their sleep cycle.

At Bevrijdingsfestival Utrecht, Jawsaver tested different designs, use cases, and messages surrounding the sleep mask. The team wanted to better understand who needs the solution most, which sleep challenges people struggle with, and which product promise resonates most strongly.

A large group of visitors shared their experiences with sleep. The 26 participants who described themselves as very poor sleepers continued with the next stage of the test. One insight stood out clearly: people are not just looking for better sleep at night, they are looking for the benefits during the day. More energy, less fatigue, and feeling more like themselves. The test also revealed that lying awake for long periods is a major frustration. Some participants reported needing one to three hours to fall asleep.

Feedback on the prototype was largely positive. Visitors responded well to the design, appearance, and overall comfort of the mask. At the same time, there were clear opportunities for improvement, particularly around the earbuds. Comfort, stability, and staying securely in place throughout the night will require further refinement.

The test also helped Jawsaver sharpen its focus on audience and positioning. Two distinct user groups emerged: people struggling with serious sleep issues who are looking for rest and recovery, and users who are actively interested in sleep optimisation and tracking their sleep data. In the coming months, Jawsaver will explore which of these groups is the best fit for the product and most likely to try or purchase it.

One unexpected highlight came during the festival itself, when Deputy Prime Minister Rob Jetten and Mayor Sharon Dijksma visited the testing location. For Jawsaver, it was a valuable opportunity to share the story behind the innovation firsthand.