a fresh take
Sleep Number's holistic approach to engaging with its customers includes a blog that focuses on healthy ways to attain better sleep. Over the years, the blog's original design became disconnected from the brand's digital identity and was riddled with usability issues. Seeing a pertinent need for an update, the leadership team tasked me to redesign the blog.
1 / 2
The existing blog was outdated and lacked content hierarchy. Readers found the experience clunky, which led to a high bounce rate. To resolve these issues and ensure that the blog's redesign would provide positive user journeys, the following project goals were defined -
Broaden reach to new demographics
Provide customers with a best-in-class experience
Re-engage with existing loyal customers
Encompass the brand’s current digital identity
MEET THE PRIMARY AUDIENCE
w/ 2 kids
She is keen on natural solutions but is curious if new technologies can improve her family's life.
She wants the time she spends researching health solutions to be well-curated and efficient.
She's inundated with far too many irrelevant and low-quality health solution recommendations.
Once project goals were defined, I began the research phase. The research focused on both short and long-term deliverables. That process produced qualitative data and ensured that my design solutions would be rooted in a user-centered strategy.
RESEARCH & COMPETITOR ANALYSIS
To thoroughly understand the market, I researched industry-leading blogs and identified Medium, Refinery 29, and HBFIT. Using these brands as our competitor set, the team assessed their navigation, layout, and information architecture. This step defined opportunities for the blog's redesign by identifying market trends and best practices. These insights informed the bog's new site map, user flows, and designs.
CATEGORY PAGE WIREFRAME
BLOG POST WIREFRAME
Once initial designs and prototypes were created, we partnered with Straight Line Theory to conduct usability testing. The remote test included 12 participants that were tasked to review the prototypes and then provided their feedback.
Test results highlighted a few areas for improvement, and I used those insights to update the designs. The feedback was highly positive and validated that the blog's design approach was successful.
After designs were finalized, I began working with the development team to bring the blog to life. Once the development was complete, I helped conduct quality assurance testing. When that testing was finished, we successfully launched the new blog with positive results.
CONTENTLY BEST IN CLASS BRAND AWARENESS
MOBILE FIRST APPROACH
As technology has become so ingrained in our day-to-day lives, the importance of a mobile first experience has become a necessity. To align with best practices, I designed the blog's mobile layouts first, then expanded those designs to scale to larger device sizes.
FINAL DESIGN COMPS