process book.indd 1 2015-04-14 8:56 amjmarasig/process-book.pdf · due to the acquisition of sealy,...

Process Book.indd 1 2015-04-14 8:56 AM

This process book contains our ideation process of a five week long experience design project. Our goal was to bring value to both business and customer by reinforcing the company’s mantra through a digital intervention.

P R E FA C E


M E E T T H E T E A M


T A B L E O F C O N T E N T S

S E C T I O N I : E X P L O R A T I O ND I G I T A L A G E N C Y

S E C T O R S E L E C T I O N

S E C T O R E X P L O R A T I O N

S H O R T L I S T C L I E N T S

F I N A L C L I E N T S E L E C T I O N

B U S I N E S S P R O B L E M

O P P O R T U N I T I E S

B R A N D P O S I T I O N

T A R G E T A U D I E N C E

S E C T I O N I I : I N S P I R A T I O N

C A S E S T U D I E S


P R O J E C T C O N S T R A I N T S

I N I T I A L F R A M I N G

S T E P P I N G B A C K

R E F R A M I N G

O P E N I N G S

F I N A L P R O P O S A L

J O U R N E Y F R A M E O W O R K

S E C T I O N I I I : I D E A T I O N

I N T E R F A C E

I N T E R A C T I O N S

D E S I G N D E C I S I O N S

M E A S U R A B I L I T Y

V A L U E P R O P O S I T I O N

F I N A L T H O U G H T S

S E C T I O N I V : I M P L E M E N T A T I O N


In order to increase revenue, we proposed to create an online hub that provides customers with direct and necessary information when considering purchasing a mattress.

P R O J E C T P T I C H


S E C T I O N I :E X P L O R A T I O N


C H O O S I N G A N A G E N C Y“Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”

—Tim Brown, President and CEO


I N S P I R A T I O N

I D E A T I O N

I M P L E M E N T A T I O N


S E C T O R E X P LO R AT I O N : R E A L E S TAT EWe explored the real estate sector looking to help ease a pain point for both agents and clients. However, through our research we did not see opportunities where a digital intervention could mitigate a friction because purchases require a person-to-person contact.


S E C T O R S E L E C T I O N : R E TA I LSeeing that we were unable to find opportunities in other sectors, we looked into the retail sector instead. We found that this sector had apparent human and digital interactions which was an opportunity to create an effective digital implementation.


S H O R T L I S T E D C L I E N T SWe noticed an opportunity in teas because it is a growing industry within the North American market. We specifically looked into two tea retailers, David’s Tea and Teavana, because they had the most recognizable brand identity.

The main areas of friction were found through the in-store experience and a digital implementation would not be able to mitigate the problems being faced. As a result, we did not follow through with the tea industry.


David’s Tea’s overall experience was excellent. Consequently, we found no opportunity to

alleviate any areas of friction for the customer and business.

We found that Teavana was repositioning their brand by changing their in-store experience.

Although we liked their idea, we felt that we were being trapped in creating an in-store experience

rather than a digital experience.


C L I E N T S E L E C T I O N : T E M P U R P E D I C

As innovators in the foam mattress industry, we found potential in Tempur-Pedic because of their strict focus on the memory foam as opposed to competitor brands.

On their American website, most relevant information is buried behind pages of text. Furthermore, many people are unaware of how a much a mattress affects a person’s well being. With that in mind, we saw this as an opportunity to reaffirm what makes Tempur-Pedic unique.


To further our understanding on Tempur-Pedic and mattresses in general, we went on a site visit to Sleep Country.

From our site visit, we gained valuable insight onto what information really matters and what questions sales associates would ask in order to select the most suitable mattress. Questions such as sleeping positions, mattress preferences, budget, and ethical background were key factors when choosing a mattress.

S I T E V I S I T : S L E E P C O U N T R Y


S E C T I O N I I :I N S P I R A T I O N


B U S I N E S S P R O B L E MDue to the acquisition of Sealy, Tempur Pedic has been accumulating debt and have also been losing sales to other competitive mattress companies.


B R A N D P O S I T I O N


LO O K I N G AT C O M P E T I T O R S

Serta is the leader in the US mattress industry, known for their wide range of mattresses from spring coils to latex and memory foam. Serta’s memory foam line, iComfort, is considered an affordable alternative to Tempur-Pedic mattresses. They also offer a quiz to help customers find which mattress that best suit their needs. However, Serta’s quiz is generic and insistent on selling their products rather than considering true customer’s needs.

Casper is a mattress company specializing in latex foam, claiming that they deliver a single mattress that meets all needs. As a luxury brand, their latex beds are positioned cheaper than Tempur-Pedic and situated within a growing market. Latex mattress companies offer organic materials that appeal to customers who are conscious of their carbon footprint.

C A S P E RS E R T A


O P P O R T U N I T YThere was an opportunity to tap into the online market for mattresses but no company has taken that initiative. We noticed that those shopping for mattresses online tend to research into many options beforehand. As a result, we wanted to emphasize why people would choose Tempur-Pedic through our site


T A R G E T A U D I E N C E : B A B Y B O O M E R S ( 5 6 - 6 5 )

Individuals within this age group are beginning to experience physiological change. As a result, they are more willing to invest in goods that maintain their well-being .


S E C T I O N I I I :I D E A T I O N


C O N S T R A I N T S

A D D R E S S H O W S L E E P A F F E C T S W E L L B E I N G

M I T I G A T E T H E F E A R O F A B E D N O T B E I N G S U I T A B L E

D I S T I N G U I S H T H E M S E L V E S F R O M C O M P E T I T O R S

FEASIBLE

VIABLEDESIRABLE

We redesigned Tempur-Pedic’s pre-existing web platform to highlight information valued most by our target audience to reduce cognitive overhead.

By easing our customers through the process of choosing a mattress, we would

increase revenue and consideration for Tempur-Pedic mattresses

We wanted our interface to provide customers with the opportunity to learn more about Tempur-Pedic without the pressures of consulting a sales associate.


C A S E S T U D I E S

We gained insights on how to effectively communicate transparency of brand values by highlighting the product ingredients. This helped foster a meaningful relationship between customer and company as Method helped establish what it means to be part of the Lush ‘tribe’.

M E T H O D L U S H K I T C H E N


We took inspiration from Seattle Cider web interface as they were able to tell their story in a delightful way through the use of graphics and interactions. They were able to provide a lot of information while reducing cognitive overhead through the use parallax.

D E I S E A T T L E C I D E R


I N I T I A L P R O J E C T


How do we create a digital experience that can replicate the intimacy and knowledge found from an in-store experience?

We found that rebranding their e-commerce site was restrictive and resulted in a very linear site. Despite our efforts of wanting to give our audience the option to browse depending on their liking, our lack of meaningful interactions and our poor use of parallax emphasized the linearity.

We fell into the trap of focusing more on translating the in-store experience as a metaphor of a personal shopper and forgot to address how Tempur-Pedic would profit from this digital intervention.

REJECTED:

ORIGINAL FRAMING

STUCK ON E-COMMERCE


T A K I N G A S T E P B A C K . . .

How can Tempur-Pedic’s expertise in memory foam be

translated to increase revenue?

We stepped back and asked ourselves, “What is our ultimate goal?” We

realized that rather than focusing on the in-store experience, we had to

focus on our business problem of generating revenue.

NEW FRAMING:


O P E N I N G S

R E I N F O R C I N G R E L A T I O N S H I P S T O D E V E L O P I N T E G R I T Y

P R O V I D I N G I N F O R M A T I O N F O R I N D I V I D U A L S W I T H V A R Y I N G N E E D S

E N C O U R A G I N G E X P L O R A T I O N T O E S T A B L I S H F A M I L I A R I T Y


F I N A L P R O P O S A LWe proposed an online hub that provides customers with easily accessible information when researching and browsing mattress brands online. Customers would be able to quickly evaluate the benefits of purchasing a Tempur-Pedic instead of being overwhelmed while searching for an answer.


J O U R N E Y F R A M E WO R K

C U S T O M E R ’ S P E R S P E C T I V E

T O U C H P O I N T S

Who is Tempur-Pedic? Why should I pick Tempur-Pedic over other mattress companies?

How can we draw in customers and make them consider Tempur-pedic?

How can we provide information for customers that isn’t too overwhelming for them?

B U S I N E S S ’ P E R S P E C T I V E

E X P L O R E I N F O R M


What else can I discover through this site?What else do they have to offer?

What bed can cater towards my needs?How do my sleep habits affect my well being?

How do I know which bed best fits my needs? How I do know I’ve made the right decision?

What can we offer our customers that competitors can’t?

How can we use this information to cater to the customer?

How can we narrow down the options to cater to their needs?

E N G A G E I N Q U I R E P U R C H A S E


S E C T I O N I V :I M P L E M E N T A T I O N


O U R I N T E R FA C EWe looked into mattress patterns for inspiration of our grid and overall interface. We then narrowed down a mattress to a quilt and abstracted its shape to form our grid.


HOMEPAGE QUIZ

Explore each aspect of Tempur-Pedic to gain knowledge on what makes them stand out

Take the quiz to understand how your sleeping habits affect your wellbeing and how a Tempur-

Pedic mattress can help


DESIGN PHILOSOPHY COMPANY VALUES

Understand how Tempur-Pedic develops premium quality mattresses that align with their mantra of

providing better sleep to everyone

Discover who Tempur-Pedic is and what sets them apart from their competitors


M I C R O I N T E R A C T I O N S

We took advantage of available interaction used on a web such as hover, parallax scroll and click to further enhance the experience throughout our digital interface. We didn’t want to include complicated interactions since our main goal is to reduce cognitive overhead


M O U S E H O V E R

BEFORE AFTER

Hover gesture helps provide more information when needed


M O U S E C L I C KClick to compare between your results and bed results


PA R A L L A X S C R O L L I N GScrolling like a timeline, provides a story into the layers of the bed and manufacturing process


M E A S U R A B I L I T YThe success of Tempur-Pedic’s new online hub can be determined through analytics of the site. Looking at online profiles created through the quiz, the company could analyze whether the target audience is purchasing Tempur-Pedic online or off. Tempur-Pedic could utilize the available information to determine how to further develop their product to better suit their audience.


VA L U E P R O P O S I T I O N

C U S T O M E R :

B U S I N E S S :

By understanding the motivations and behaviours of mattress shoppers, our site would help customers become more aware about Tempur-Pedic and understand why their mattresses are right for them. We looked into what a customer first considers when purchasing a mattress and embedded that information onto the landing page.

The online quiz would serve as insights for future improvements on Tempur-Pedic mattresses. By having this client information readily available to the company, Tempur-Pedic could determine their values and interests and develop products accordingly in order to generate sales. Extensions such as recommendations could be implemented onto the quiz to further increase sales.


F I N A L T H O U G H T SAs we worked through this experience design project, we realized the importance of addressing not only the customer’s values but also the business’ values. By being in the position of an outside designer we were able amalgamate our own perspective alongside Tempur-Pedic’s brand to create an innovative form throughout the inspiration, ideation and implementation stages.


R E F E R E N C E S

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Casper. (n.d.). Retrieved April 14, 2015, from https://casper.com/

CBC News. (2013, November 18). Purdy’s find the sweet spot in artisanal chocolate. Retrieved April 14, 2015, from http://www.cbc.ca/news/business/purdy-s-find-the-sweet-spot-in-artisanal-choco-late-1.2430743

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Customer Engagement One Cup at a Time with David’s Tea. (2015, February 7). Retrieved April 14, 2015, from http://smbp.uwaterloo.ca/2015/02/customer-engagement-one-cup-at-a-time-with-davids-tea/

Danho, K. (2014). Teavana 2014 Annual Report. Retrieved from http://issuu.com/kenziedanho/docs/teavana_annual_pages_digital/15?e=3574683/10812094

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Gayomali, C. (2014, July 30). This Is What Happens When You Order From The Warby Parker Of Mattresses. Retrieved April 14, 2015, from http://www.fastcompany.com/3033121/this-is-what-happens-when-you-order-from-the-warby-parker-of-mattresses

Ghosh, S. (2015, March 20). Tempur Sealy International: A Highly Leveraged Business In A Commoditized Market Makes For A Compelling Short. Retrieved April 14, 2015, from http://seekingalpha.com/article/3016206-tempur-sealy-international-a-highly-leveraged-business-in-a-commoditized-market-makes-for-a-compelling-short

BOOKS:

WEBSITES :


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