Bringing a 100-year-old brand to DTC.
Beautyrest wanted to expand into the direct to consumer market and needed to update their website and branding to be more marketable and user friendly.
Using customer research and personas, we rebranded Beautyrest to feel more high-end and luxurious and introduced them into the DTC mattress space in a matter of months.
My contribution to this project was giving the Beautyrest brand a visual refresh, creating a UI kit, and building out 10 pages across Beautyrest.com.
Role
UX/UI Design, Visual Design, Art Direction, Branding
After kicking off the project within our cross-functional team, I began my process on paper by mapping out user flows.
As part of the Beautyrest.com exploration, I sketched many different rough wireframes for the page layouts to quickly see what was successful and what wasn’t.
After working on wireframes and low fidelity comps, I developed a UI kit for the brand using their new visual styles.
On the Beautyrest homepage, it was important to our stakeholders that we focused on visual elements that showed the quality, history, and credibility of the company.
As part of giving Beautyrest a new look and feel, I created a UI kit alongside a custom set of icons for the brand that reflected their new visual guidelines.
Homepage BEFORE | Lacked a clear CTA, consistent type styles, and product imagery.
Homepage AFTER | We added a clear CTA, and imagery to inform the customer about the products being sold by Beautyrest.
Product Page BEFORE | Prior to the launch of this website, you were unable to purchase Beautyrest products online directly from the retailer.
Product Page AFTER | We added the ability to purchase Beautyrest products directly from their website. This product page includes information that is relevant to the customer, as well as the functionality to customize their mattress.
Frequently Asked Questions BEFORE | The page contained a never-ending list of questions, which made it hard to find the information you were looking for.
Frequently Asked Questions AFTER | We dialed in type styles, created question categories, and added a search bar to help the customer find the information they were looking for.
About BEFORE | Inconsistent type styles, layout issues, and lengthy/unclear content.
About AFTER | We drew elements from the homepage to keep things consistent and gave the content a refresh all while speaking to the history of the brand.
Results and takeaways.
We launched Beautyrest’s Direct-to-Consumer (DTC) experience in October 2019.
We were able to help Beautyrest streamline their SKUs and simplify their purchasing experience.
The new website brought in 3.4 million dollars in revenue for their previously untapped DTC channel.
A takeaway for next time:
Ideally, we would have done user research during the design process, but we were focused on getting the most viable product out the door. Since the website launched, we have been doing user testing to optimize for conversion, but it would have been nice to bake it into our process up front.
Special thanks to:
Ryan Evans (UX Design), Brea DeMore (Copywriting), Amber Aultman (Strategy), Karla Boedeker (Project Management), Colin Darland & Jackson Hardaker (Front End Development), Shay Arnett & Tan Doan (Back End Development), and Darin Barnes (QA).