Leesa has become reliant on promotions, so going deeper has become a reality in order to convert. Their current site was built to accommodate one mattress, now they have three, along with a variety of accessories. Leesa hasn’t documented the customer journey or pinpointed where they should communicate certain value propositions to users throughout the journey. We had the goal to increase Leesa’s online sales by 1.2% by implementing UX strategies and a creating a more consistent UI design.
We collaborated with Leesa to define and establish the customer journey as well as generated a personal messaging strategy that served as an anchor for the full website experience. We then infused this new messaging strategy in our re-design of the most critical and influential pages customers visit during a purchasing decision. Using a test and learn approach, we streamlined the user experience, optimized the shopping cart, and infused the “Makers of Good” brand strategy throughout the site in a more authentic way. Our test and learn methodology focused around gathering qualitative data and consisted of 1:1 interviews with potential customers, usability testing of new designs for critical pages, and iterating on interactions and designs based on user feedback. As part of the re-design efforts a more unified visual design system, an accessible color system, typography, and all new icons were designed and implemented to improve the Leesa mattress brand health and perception.
