Case Studies
Purple Ad Testing
Acquisitions wanted to understand why certain videos resonated with consumers.
E-commerce wanted to understand the handoff experience from paid media to website, and what additional content might be needed to retain and convert new customers entering from those channels.
Videos focused on two distinct messages around Purple technology: the Grid is instantly adaptive and never gets hot.
Each video had both a 30s and 15s cut.
Research
Live interviews with people currently in the market for a mattress.
Participants watched the videos, then discussed what they understood about the brand and the technologies discussed.
Participants discussed the trustworthiness of the claims made in the videos as well as overall brand perceptions.
My role: Solo project
The Main Idea
Test participants had a hard time identifying or describing the main idea of the videos.
The text overlay at the end of the videos did not help participants to interpret the main idea of the videos.
With only 2 seconds to process, the information about how it feels was cognitively prioritized over reading the text.
Those 2 seconds were unanimously described as the most informative and educational part of the entire video. No participants could recall the text.
Every participant recognized Purple as the brand behind the ad.
Most of the video is focused on memory foam, not Purple.
Everyone enjoyed the lighthearted and fun tone.
Not everyone enjoyed the "confrontational vibe" of the Purple representative.
Other Cuts
Shorter 15s versions were typically less "anti-foam" and showcased proportionally more GelFlex Grid.
The main idea was sometimes easier to identify in the shorter clips.
“Cool” Insights
Participants found it much easier to identify the main idea of the “sleeping cool” videos
Sleeping cool is nice, but the “coolness factor” of the company is often a non-starter for consumers who aren’t already familiar with the brand.
The memory foam “black hole” or “sinkhole” felt like a bigger pain point for participants than “getting hot.”
Outcomes
My team demonstrated the value of testing creative prior to launching new media campaigns.
We later helped to select a vendor to perform ongoing ad testing earlier in the process. The marketing team is now self-sufficient and is making better and more informed decisions.
Insights around best practices for imagery and customer education were applied to all photography and animations across the site.
Mattress Differentiation
Consumers struggled to make decisions about which Purple mattress model would be right for them.
Poor product fit meant high rates of product returns, which are costly both financially and in customer satisfaction. Not all customers accept an exchange, so we lose directly to competitors when the mattress isn’t right the first time.
Numerous interviews revealed that the process of shopping for a new mattress, regardless of brand, is often unfamiliar (typically 10+ years since last mattress purchase) and frustrating to navigate. Our website was part of the problem.
Old Category Landing Page
Cutaway images are attractive, but ultimately don’t teach the customer enough about mattress feel.
Product descriptions do not help consumers decide on a specific product
Prices are deceiving – those listed are for Twin size
Direct side-by-side comparisons require an additional click/page
Old Compare Page, Part 1/3
This page has a very long scroll
Phrases like “all body types” don’t offer a way for customers to “disqualify” bad fits – reducing the number of options to hold in mind is crucial.
Descriptions are too generic – they don’t really help distinguish between models.
Old Compare Page, Part 2/3
After scrolling, users can no longer see the names of the models they are comparing
Quotes don’t directly link the features of a specific model to its unique benefits
Users aren’t familiar with terms like “No-Pressure Support.” All brands use jargon like this, so it’s hard to know what’s real vs. marketing.
Compare Page, Part 3/3
The long scroll continues, dominated by verbose text
For certain model comparisons, all the text is duplicated. Any differences are hard to spot.
Most people don’t get this far down the page
Coils are a major difference in product feel; the descriptions here don’t reflect that. This is too technical.
Research
User Interviews
Shop-alongs on real websites
Surveys
Desired and actual traits of their own beds
In-person “flop tests”
Ratings of actual models on various scales (support, softness, responsiveness, etc.)
My role: research lead for web design testing, interviews, and surveys; moderated 1/3 of in-person tests.
New Category Landing Page
The CLP now includes direct model comparisons without any additional clicks
Product descriptions focus on tangible features related to the unique feel of each model
Bar graphs provide a quick visual gauge to replace wordy descriptions
Pricing reflects Queen size, resulting in a “more premium” aesthetic
Newer Category Landing Page
Each collection (Original and Hybrid) now includes a description to differentiate it from the other
Product descriptions are even more focused on feel
Bar charts are slimmer, and model feel is explicitly listed in the table
Product reviews are linked above product descriptions
Category Landing Page Builds Trust
Rather than relying on the DTC platform to deliver the right product on its own, we explicitly offer two ways to “try before you buy” to ensure satisfaction.
The upper image quickly earned trust with consumers, even if they never shopped in-store.
The lower animation demonstrates the technology; low-cost samples make a large purchase safer.
Outcomes
Usability test participants can explore mattress options and select one that meets their needs faster than before the refresh. They also rate their confidence in their decision higher than before.
Test participants rate the brand as more premium and luxury than before.
Future updates to the mattress pages, including new imagery and renderings, will continue rolling out as new products are launched.
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