Tuck aims to be the most comprehensive source for sleep by having both a 800-page website filled with sleep resources and by making videos reviews on YouTube.
Good ol’ Slack
Tuck launched it’s mission to be the primary resource for sleep information on the web in early 2017. Reaching over 8.5 million, they have expanded their team from two co-founders to 15 dedicated, in-house employees. They have broadened their efforts to include YouTube videos, as well as product give-aways.
For web, Tuck’s audience is almost evenly split between genders with a wide range of ages 25-45. The primary user is looking to gather sleep information for an upcoming purchase. With the secondary user being some sort of student studying for a research project.
I was hired to maintain our strong SEO rankings and to transform the website and brand to exceed current conversions & other metrics.
Utilizing what works:
Tuck has a strong foundation of a forming brand; the colors are well received by our audience and the logo is recognized by many experts in the sleep research space.
• Convert all other assets to be told in a cohesive voice
• Add elements to the existing brand that promotes an understanding of what “Tuck is”
• These elements need to promote trust for Tuck’s information.
• These elements cannot be similar to any sort of product that we review (hint: there are a lot). Otherwise brands are more hesitant to partner with us, as they feel we are picking favorites.
For people to comprehend the massive amount of information on Tuck’s 800-page website, the information has to be understandable, clear, concise & informative. It also has to be presented as 'trustworthy' information.
This is where the re-design shines. Using both visual design and user research, we promoted a sense of trust by using brand elements, stylistic choices and micro-interactions.
With content being king, every design recommendation had to be communicated effectively to the our stakeholders. Breaking down the benefit to the user’s experience and providing analysis to the tests to prove the validity of these decisions.
Working with the content team helped achieve this effort. Since content is the literal form of design, it was mutually beneficial to combine our efforts towards the redesign.
The off-shore development team is lead by our single in-house developer. We worked hand-in-hand to communiate the flexible designs to a team that we never directly spoke to.