As part of Casper’s product design team, I was the lead designer for end-to-end optimization, innovation, and maintenance of the digital shopping funnel.

When I joined the product team, my primary focus was to work cross-functionally with senior leadership, brand, marketing, engineering, legal and others to help scale Casper’s catalog for the launch of new products.

Casper • Product Design Lead

An updated Casper homepage

When Casper first entered the direct-to-consumer market, its main value proposition was around one sole product: the perfect “bed in a box” solution at an accessible price point. As the company grew, so did its product offering. We quickly needed to scale the product catalog, introduce comparison tools, and create additional storytelling around the new products and their respective features.

Comparing mattresses online can feel daunting, so we strived to be as transparent as possible and break down features and value propositions using simple visuals accompanied by easy to understand copy.

Several iterations were explored to test different hypotheses around product features, photography, and pricing information. These were validated by running experiments and tracking user behavior.

Badges, photography and renders
Call to action for product comparison

Using a combination of badges, photography, 3D renders, and technical copy that went through multiple rounds of iterations, we came up with a system to help users understand which product was right for them. We also created a separate product comparison utility for anyone that wanted to dive even deeper into the details.

With the addition of new products and all the various features and value propositions each of them presented, we also scaled up our icon/illustration library while ensuring everything remained true to the Casper branding.

Comparison tool
Data sets for each product

Some of these icons were essential to the product comparison utility, where they were used to simplify and visualize what would otherwise appear to be complicated technical jargon.

To understand the difference in materials, we also created detailed educational pages, as seen below. 

Educating users on mattresses

Interactive comparison slider
Simplified diagram of features

Each and every section within these pages went through multiple iterations. We tested options that were more interactive in nature vs. something more straightforward, ultimately proceeding with a simplified diagram that the engineering team could build in time for the product launch.

One fun part of the process was designing a highly visual and interactive Sleep Quiz to help users discover which products were right for them based on their personal sleep habits.

Additional credits

Joe Smith, Katryna Jones, Michael Jung, Renée Fleddermann, Justin Lafontaine

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