Two co-founders teamed up to produce an online-order-mattress, but quickly saw ahead of the competition. Instead of competing in the booming bed-in-a-box industry. They surged ahead and forged a sleep product review site that now has over 15-million visitors per year. Please scroll to read more.
A powerhouse start-up
Realizing the potential to captivate a massive market of users looking for the best bed-in-the-box. Tuck decided to ditch their own developing mattress product and pivot into the product-review space.
In one year, a newly expanded team of 7-people reached for a two goals: gather solid information about sleep products, and use every new SEO-trick in the book to be the first in google’s search results.
The mark of their success was hiring the 8th employee; myself. Now the baton was being passed in design. Our new goal? Moving the mega-site into the user-friendly realm and to convert more of our 14M users.
Good ol’ Slack
I broadened Tuck’s understanding of it’s users with both qualitative and quantitative data.
I mapped out the current progress of the Company to see where Tuck held strengths and weaknesses. I used that to define the parameters & priorities of the redesign.
Working as my own PM for the first 6-months, I collaborated directly with other departments. I also gained stakeholder buy-in during the project. I also managed our intern and freelance designers.
I established the source of truth UI assets and gave Tuck’s brand a refresh. Applying that to the redesign.
Design execution and validation
I designed wire-frames, both low & high fidelity prototypes and design-specs. I also created polls, surveys, user-tests and collaborated with the team to analyze learnings.
We don't know, what we don't know but we do know that we don't know it. In order to be in-the-know about the unknown, we did a user test.
What is Tuck?
You, myself and most of our users simply don’t know what Tuck is. Is it a mattress brand? A newspaper? A clothing store?
• Become an expert at what Tuck is and can be
• Prioritize projects to best work in a start-up get-up-and-fail atmosphere
• Learn about our users
Lack of trust for Tuck and Tuck's review process.
Even though these users valued the fruits of our review labor (read: stats), they expected to have us speak the normal review language; i.e. customer reviews.
Plan of attack:
Share more about our team. How and why we do what we do.
Does Tuck have a hidden agenda?
The first thing users saw on entry of a review page was a massive disclaimer. In or first set of user studies, it was clear that this sent mixed signals about our trustworthiness.
Focusing on visual language helped keep our transparency as well as set up a positive first-impression of the page.
Visual Language System
• Convert previous 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/brand that we review (hint: there are a lot). Otherwise brands are more hesitant to partner with us, as they feel we are picking favorites.
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.
Where are the devs?
Off-shore and in another time zone. It took design-thinking and a ton of collaboration to get a template that is both flexible (to fit the massive amount of pages) and rigged (so the developers worked from a source of truth).
Oh, and it had to be done in custom fields in WordPress. That way our writers can build out future pages.