I’ve worked on the Tulo brand for over two years. My engagement began prior to the product’s launch, when I helped the brand managers evaluate their market strategy and meet customer expectations for the website and product purchase experience.
I used competitive analysis and research, direct user interviews and remote user testing to design and evaluate wireframes that informed the site’s user experience and visual design on the project. I worked directly with the brand’s leadership and marketing teams to align customer and business goals, while creating an exceptional user experience. During the development phase, I met daily with the engineering and QA teams to insure that the website met visual and performance criteria on desktop, mobile and tablet devices.
I continued working with Tulo during their first year of business, during which they earned $100 million in revenue.
Tulo’s competitive advantage also turned out to be one of the biggest challenges for their customers. Unlike the competition (who only offered one mattress product), Tulo offers a choice in mattress firmness: soft, medium and firm. But many people in their target market have never purchased a mattress before, so they don’t know how to choose the right option.
To help them, I designed a guided experience to help people pick the best bed for their needs. It helps inexperienced customers understand the relationship between the mattress materials, their body, how they sleep, and the relative comfort levels offered by Tulo. We used remote user testing to understand what personal questions users were able to answer (sleep position, who the bed was for), and what information they were uncomfortable about sharing (height and weight).
We also ran a test where users were challenged to comparison shop for a new mattress on each of four competitors. Each user was introduced to a scenario and was tracked using software that recorded their screens and their voices as they talked through the experience of shopping for a mattress. We were able to compile user feedback and see how they used the site (and where they got stuck) to recommend changes and improvements to stakeholders, improving the user experience and increasing conversion.
The construction of a mattress is a mysterious thing. What’s inside it? I created several animations that helped users understand what was inside their mattress.
Additional Projects
Post-launch, I’ve recommended improvements to the user experience based on user testing, analytics and new business requirements. Additional projects include:
- Optimizing checkout and e-commerce experience
- Store finder with geolocation
- Additional products: a pillow and a lower-end mattress
- Direct comparison of Tulo products
- Visual design for marketing campaigns
- Custom checkout experience for adding and selecting bonus products
- Delivery tracking
- Customer account experience
- Custom product review experience
- Landing pages for users shopping for competitor’s mattresses
- Email design and optimization
- Bundle shopping for a mattress with a pillow and frame
- Financed purchase experience
Years: 2017-present
