Casper approached us to do a 4-day sprint to push their vision of becoming the world’s most beloved sleep company.
We found a disconnect between the brand and the new retail stores where people felt there were better places to try out sleep.
Sleep feels good no matter when,
where or how you get it.
Create a better retail experience that showcases more ways that people sleep.
Make sleep work for you.
Casper’s retail stores display house vignettes which host different Casper mattresses and accessories like bedsheets, dog beds and night stands.
Each vignette has a card that lists all of the items inside.
I made the vignette experience more personable by celebrating how and when individuals sleep with Casper on the cards.
Cora, Tyer and Lily get their best sleep on the Queen sized Wave for extra room. Lily has her own tiny bed and they sleep at night.
Theo gets his best sleep on the full sized Casper. He’s a wild sleeper so he likes minimal sheets and sleeps during the day.
Nia gets her best sleep while upright on the twin sized Essential and Casper’s adjustable frame during the afternoon and early morning.
I was aware that sleep doesn’t have to just stay in bed so I suggested the Nap Corner: a space to test out great sleep with Casper’s accessories in different scenarios.
I charted four users' experiences in Casper retail locations and found the overall takeaway to be the retail store didn’t match the user’s perception of Casper a.k.a. “mattress-in-a-box”. There was a lack of storytelling to connect the retail location and brand together.
Inside each house vignette is a clipboard. It currently tells shoppers a few of the items in the vignette, but it has the potential to show Casper products in context.
In our interviews we highlighted three main parts to how people described good sleep. They mentioned:
1. Where they slept (i.e. in a bed, in hammock, etc.)
2. How they slept (i.e. slept upright, backwards, etc.)
3. When they slept (i.e. at night, afternoon, etc.)
I charted out these three categories and associated them with Casper products and the vignettes.
I redesigned the template for the clipboard so that it showed their entire product line along with a persona and then drew all the vectors in Sketch.