DreamCloud: Website

Refresh the DreamCloud website to align with the new DreamCloud 4 mattress drop, writing new product pages and marketing copy while also developing a more defined brand voice.

This was my first large project at Resident, and therefore my first foray into the world of mattresses. My research process was both significant and time-sensitive. I started by consulting with various departments:

I also took the time to research the industry independently, looking to internet sources and relevant competitors.

Priority: clear, easy-to-understand content that streamlines the complicated mattress buying process. Brand voice: elegant, aspirational, luxurious — focusing on the numerous advances and features the new DreamCloud line offers, while still emphasizing the savings in comparison to most luxury competitors.

Prior to this launch, Resident had intentionally avoided explicit mentions of firmness in mattress product pages so as not to alienate customers, since many confuse firmness with support. To make things easier, everything had been described as "medium firm." In my research (and through consumer insights), I found that this generality actually made things more confusing for potential customers — it was much harder to differentiate between many models when they all claim to be the same. After presenting these findings and running an A/B test, we decided to launch a firmness update across all language on the site. To mitigate any misconceptions, we included a Firmness Flyout and an accessible blog post for easy education.