E.S. Kluft Website Redesign

Project Setup and Team Assembly

In the initial phase, I focused on understanding the brand’s essence, its luxury positioning, and the unique needs of both the business and the customers. To gain insights, I conducted comprehensive research using a mix of qualitative and quantitative methods.

I utilized existing market research, interviewed key stakeholders (both internal and external), and analyzed SEO data from tools like SEMrush, alongside Google Analytics to gain a deeper understanding of user behavior. I also conducted a competitive analysis, including feature analysis, to ensure the brand was aligned with industry practices. A challenge in this phase was that the brand didn’t have formalized brand guidelines, which required careful art direction beyond basic graphic design.

In assembling the team, I took this challenge into account. I drew from my network of trusted professionals, built over ten years of collaboration. The team included a designer, a former art director for Dior, a top-tier WordPress developer, and a skilled copywriter. As a product manager, I played the role of UX researcher and designer, providing insights and creating the information architecture that guided the design process.

As part of the initial project setup, I also established essential project management elements, such as the timeline, deliverables, and key milestones. This ensured that the project stayed on track and met the brand’s goals. My leadership in this phase was crucial to align the team, set clear expectations, and prepare for the next phases of development.

User Research and Strategic Insights

In this phase, the primary goal was to understand the customer journey and their behaviors when researching and purchasing mattresses. I discovered that consumers typically begin their process online, gathering information from various sources before visiting retail locations to test the product. One key insight from research was that reviews played a critical role in decision-making.

“I first go online, checking out a mattress blog... then I search for reviews regarding specific mattresses that sound interesting. Finally, I will visit some local stores to see what they can offer.”

This behavior reinforced the need for an omnichannel strategy, combining both a strong online presence and physical retail locations. The product strategy started to take shape when I realized that, since the brand did not sell mattresses directly but only through retailers, the desired action was visiting a retail location via a store locator tool. Ensuring the exceptional, user-friendly design of this feature became a priority, as did adding analytics tracking and making the call to action (CTA) for the tool prominent across the site.

Another key finding was the significance of luxury attributes for this market. Consumers in the luxury mattress segment prioritize craftsmanship, materials, and mattresses made in the USA. This insight shaped the design strategy, ensuring that the mastery page was both informative and visually striking. Additionally, a dedicated materials section was created to emphasize the quality of the products.

SEO research also revealed a significant demand for mattress-related accessories, particularly pillows. Recognizing this, I identified an opportunity to expand the product offering to include these accessories. This insight was discussed in strategy sessions with the brand’s product and marketing teams, and adding accessories to the site became part of the product roadmap. The evolution of the strategy, driven by this insight, helped shape the direction for the first e-commerce launch, with accessories positioned as entry-level products for customers exploring the brand.