It’s hard to remember this now, but when Casper came to Red Antler in 2014 with their plans to sell mattresses online, we were all a little skeptical. Certainly the trend-lines pointed toward a growing acceptance of high-value purchases online. But the mattress seemed to present obstacles to ecommerce based on ingrained purchase habits that had yet to evolve.
Our goal with the launch of Casper’s brand and website was to change all of that. As the Lead UX designer on the initial site and subsequent redesigns as the startup added more products to their offering, I worked alongside the Casper founders and the Red Antler brand design team to identify potential pain points and hurdles for would-be purchasers, and then build a web experience infused with the right messaging and moments that could overcome the prevailing sentiment that in order to find the right mattress, you first had to lie on it.
We erred on the side of simplicity when it came to messaging (does everyone really want to know about micro measurements of foam particulate?) and found ways to drive specific value propositions high on the page in visible places, without sacrificing whimsical moments that created an engaging, and differentiated ecommerce experience.
The result was an ecomm site that outperformed all of our expectations. High traffic translated into high conversions and high sales, across mobile, tablet, and desktop. Purchasing an $850 mattress after only a few taps on your phone might seem unremarkable today, but it’s only through the success of Casper that we can chalk that up as just another ‘new normal’.
- Project Roles
- UX/IA Designer
- Red Antler
- Adobe Illustrator, Interaction, Low / High Fidelity Prototyping, Sketch, User Behavior Research
- Project Industries