BAckground
I joined Leesa in 2019 to lead a redesign aimed at elevating the brand with a focus on improving the site experience, customer journey and driving growth across a number of KPIs including: conversion, average order value, time on site and site speed.
Design System
We started this redesign project by developing a comprehensive design system. This included an updated brand color palette, grid and layout framework, refreshed iconography, optimized call-to-action components and logo depository.
Research
Ahead of the site redesign, we performed site research in the following manner:
Site data analysis (Google Analytics, DOMO, Contentsquare, Heap, GTMetrix)
Chat history review
Customer journey analysis
Competitive audits
User Testing
Data analysis example (Site Speed)
We were close to last in
Customer Journey Analysis example
We dove into our customer journeys to understand friction points relating to bounce and drop off rates.
Competitive Audit Example (Collections Page Inspiration)
We examine E-commerce brands both in and outside our industry to find best-in-class design examples that would be effective on leesa.com.
User Testing example
We then performed user testing on the current site experience to understand customer friction points. We outlined a number of tasks for each user to perform and closely monitored their shopping experience. We used the matrix below to highlight common occurrences and synthesized each into actionable updates during the redesign.
Product Design & Rebrand
After months of research, analysis, competitive audits, prototyping and user testing, we launched our new experience. (See below for previous and current comparison)
Product Pages (Previous vs. current)
Collections Page (Previous vs. Current)
Navigation (Previous vs. Current)
Video Walkthrough
Results
We accomplished our initial goal. The redesign widely outperformed the legacy site and we improved a number of KPIs:
Site Speed (Updated Score)
We drastically improved our site speed by performing converting to a headless front-end solution using Contentsquare. Additionally, we reduced the size of images/videos and preloaded them in advance of page load. We also used TailwindUI for a number of components.
Conversion Rate
Throughout 2023, we optimized the following key funnel pages below:
Product Pages (Updated layout, UI, upsell/cross-sell components, urgency messaging, affiliate endorsement badges, product imagery, comfort videos, reviews partner, new financing partner.)
Blog (Updated blog landing page and article pages with improved UX featuring shoppable components to drive traffic to down funnel action pages.
Collections Page (We redesigned this page to accommodate for our growing product assortment.)
Compare Page (We redesigned the UX of this page to accommodate for our growing product assortment.)
Navigation (We redesigned this component accommodate for an increased product lineup and added tabs & imagery to help differentiate products.)
Cart (We improved the interaction design and load of the cart while also adding cross-sell functionality and improved UI design to match brand style guide.)
By making all these improvements we improved CVR by 21% in 2023.
Average order value & attachment rate
By optimizing our product pages and cart with strategic use of upsell and cross-sell components, we were able to increase our attachment rate and drive sales to higher margin mattresses. This led to a 14% increase in Average Order Value in 2023.
Best in class media callouts
Shopify – Best in class product pages
Shopify Roundup
Smashing Magazine – Best in class user experience
Smashing Magazine Roundup