Kala is a unique luxury mattress that is totally customizable. They operate under the belief that every body type is different and has their own special needs. Kala is a direct to consumer product, as no one mattress is the same. I had the opportunity to design their web product,visual language and user experience.
Kala is a mattress startup that saw a hole in the direct to consumer mattress industry. The founders felt like there weren't a lot of companies catering to different demographics. Their approach to creating a mattress was that different bodies had different needs from a mattress. For example women are generally colder when sleeping and need more heat, while men are often warm. A heavier body might need more lower back support from their mattress.
Thus the mattress had several customizable parts, and the challenge was to educate users about the structure of a mattress and its composition while getting them to design their own and invest in one.
The marketing and design strategy behind this product was to position this mattress as a tool to help improve how the customer functions and performs throughout their day and life. The color palette and visuals were inspired by performance wear and sporstwear. We intended to market the mattres a lifetsyle product, a product we wanted to educate its customers about, driven by content.
User profile: Ambitious, health conscious, trend consicous and slightly affluent millenial.
WIRE FRAMING AND PROTOTYPING
The product page and checkout experience were the most challenging flows to determine in the website. The product page needed to achieve both sales goals and customer education as they moved through the page. The PDP design reflects the three main USPs of the product. ie size, customizable firmness on the left and right side of the matterss, and the delivery time.
The final design of the product page, was an accordian style page that took the user through the first two modules, educating them on the product, and ending with peer endorsement.
Agency: Harley and Company
Creative Director: Arthur Vallin
Product Design: ECCO Design