The Goal: Take the woefully out of date Sleep Outfitters website and rethink it from the ground up. This included revamping the site’s underdeveloped and broken e-commerce and mobile experiences.
My Role: As part of a four person team I was responsible for designing and mocking up every page, interaction and interface on the redesigned website. We began by developing a comprehensive site map and taxonomy to use as the road-map for the rest of the development process. From there we were able to identify the 3 core areas in need of the most immediate attention; the site’s core navigation, the e-commerce and cart experiences, and the difficulties involved in updating and maintaining the promotional offers we run.
I began the design process by researching our competitors like Casper and Tuft & Needle to see what they did well, and what I thought we could do better. I modeled the core site off of these and others, going for an aesthetic that was clean, easy to navigate, modern and friendly. For the online store I researched sites with much bigger product catalogs, like Wal-Mart, Best-Buy and Staples. We went through several design iterations and began testing different approaches utilizing interactive mock-ups I built using Adobe XD and Sketch.
Once we settled on the navigation, structure, and look and feel of the core website development could begin in earnest. As the developer worked on creating functionality and building the site I assisted by creating more detailed mock-ups in Adobe XD, Adobe Muse and Sketch. I also assisted in content creation and troubleshooting bugs that arose during continued testing.
As development continued we switched priorities from fleshing out the e-commerce platform to making sure that we could effectively drive customers from the website to a physical store. Therefore we built a series of local pages for each of our retail locations that contained information like directions, hours, special offers and store reviews. This helped to boost our site's SEO and gave us a myriad of landing pages we could use to drive site traffic too.