Dreamcloud - website
Brand voice development, content writing, copywriting
Brief:
Refresh 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.
Research:
This was my first large project at Resident, and therefore my first foray into the world of mattresses. This meant that my research process was both significant and time-sensitive. I went about by first consulting with various departments at Resident:
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Product Development, to learn about mattress construction, new technologies, and important features
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Consumer Insights, to understand DreamCloud's target audience, their biggest pain points, and strongest pulls
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Product Marketing, to align on messaging hierarchies and focuses for the new launch
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Design, to familiarize myself with our existing content templates and understand copy requirements for each PDP
I also took the time to research the industry on my own, looking to internet sources and relevant competitors.
Findings:
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.
Firmness
Prior to this launch, Resident had intentionally avoided explicit mentions of firmness in mattress product pages as to not alienate customers, since many confuse firmness with support. To make things easier, we had described everything as "medium firm".
In my research (and through our consumer insights), I found that this generality actually made things more confusing for potential customers – it was much harder to differentiate between our many models when they claim to be the same.
After presenting these findings and running an A/B test, we decided to launch a Firmness update to all of our language across the site. To mitigate any misconceptions about firmness, we included a Firmness Flyout and an accessible blog post for easy education.
