Tulo - Ecommerce Design
Overview
The number one mattress retailer in the United States, Mattress Firm, wanted to make a splash in the direct to consumer (DTC) mattress market already saturated by start-ups like Casper. Their unique value proposition was a mattress designed for different comfort levels. They wanted to create an online presence that communicated this message and facilitate a completely new online mattress buying experience.
Process
Working with a team of UX designers and researchers, I managed the exploration, design, and prototyping efforts to launch tulo.com. I then performed continued user testing and design iteration to improve the online store's conversion rate post-launch. I worked directly with the heads of the marketing efforts, the engineering and QA teams and interacted directly with users to determine and address the needs that would ensure success.
Results
Tulo launched successfully and quickly expanded the product line. My efforts contributed to over $100 in product revenue and continuous improvement of the sites online conversion rate and customer experience.
Details
Answering User Needs
A running hypothesis we had for what helps users conclude their buying journeys was the need to build personal education about a product and the notion of completing a satisfactory product comparison.
We ran user tests to determine if this was a valid course of site improvement.
Product Page Improvements
After listening to users, and noting specific areas of interest, we updated the presentation of the product pages to directly incorporate the most critical decision making aspects of the product more prominently and to simplify messaging. This was validated through A/B testing and lead to a higher checkout conversion rate.
Comparison Pages
We also built pages tailor built for direct comparison, and new modules that would emphasize the unique value proposition of the product. This was validated through traffic segmentation and led to a higher checkout conversion rate.
Wireframes
Organizing Information Arcitecture
Design
Prototyping Interactions
Communicating "Layers"
A key differentiator for the product was how the inside was made up of more than just "memory foam". We wanted a fun way to emphasize and communicate this to all users in different contexts. I prototyped and animated how it should work on page load and be interactive for both desktop and mobile.
Navigation
Prototype illustrating how a simple navigation should emphasize the brand mantra "One is not a choice" while also meeting user expectations. This went through direct user testing and iteration for validation.
Bundling Add-to-Cart
Prototype illustrates how a multi-tiered product combination could be accomplished in a product detail page header. This went through direct user testing and iteration for validation.
