Casper, Furniture Strategy
Strategy, User Research, Design, & Development
I led a user-centered business, product, and manufacturing strategy project for the burgeoning furniture category within Casper. Our small team developed a roadmap considering all user touch-points across the purchasing and product journey.
Business context.
The bedroom represents a healthy $25B group of segments within the broader furniture industry. I was asked to explore what the furniture business could mean for Casper over the next 5 years.
Nearly all Casper furniture sales to date are captured as “attachment” orders to mattress acquired customers. Mattress customers who add a piece of furniture to their mattress order represent a limited portion of the total addressable market.
Qualitative & Quantitative Research.
We had a strong sense that being able to transition from an attachment furniture business to an organic model would enable significant growth. We kicked off a 4 month research project to better understand our users needs and their purchasing behaviors within the attachment/organic spectrum. The team designed a regional qualitative study first, which would then inform the more focused quantitative survey after. Nine in-home interviews, approximately 3 hours in length, were conducted in midwest suburban homes with users having specific purchasing habits and history. After qualitative synthesis, the followup quantitative survey was completed by ~1400 screened participants who were a mix of Casper customers and marketing’s target demographic.
Casper User
A recent Casper customer who purchased “The Casper” mattress. Fragmented across life stages & over index on, “Not putting down permanent roots”. Easy Sleepers.
Wave User
A recent Casper customer who purchased “The Wave” mattress. Fragmented across life stages & settled or settling in. Easy Sleepers.
Power Elite User
A grouping of young (35-44 years old) and mature (45-64 years old) earning $100-150k. In the process of settling, or settled in. Troubled Sleepers.
User mapping.
Our research provided clear user needs which we could map across our customers, as well as inspire new design concepts. A clear division formed between our core Casper user and our desired target user. Design and positioning would need to be unique to address their differences.
What if Casper could offer a total sleep solution for the entire bedroom while meeting the needs of both mattress and furniture customers?
What could that look like?
Invite Sleep.
The bedroom is a combination of furnishings, bedding, lighting, personalized objects, and more. This collective creates a gravity in the bedroom, drawing you in and making you feel cozy. With Casper’s focus on sleep, we were well positioned to design a holistic and intentional system of objects for the bedroom that not only work seamlessly together, but are easy to shop and get you excited about going to bed.
Made for Bodies.
From properly angled headboards, to ergonomic mattresses & pillows, or temperature regulating bedding, and lighting that helps you drift to sleep, Casper will build on its strong science based approach to product design and development.
DTC to HGTV.
Whether in search of convenience or shopping for a master bedroom renovation, Casper’s bedroom assortment will have a timeless quality that will work in a first apartment or an established family home. A range of thoughtfully designed objects which all build on a “playful science” theme, bringing more joy and comfort to the bedroom. Easy to shop for speed and affordability or for color and personal style.
Design Development.
Once the vision and principles were set, several development paths were kicked off across merchandising, design (digital and physical), engineering, and product development.
Assortment planning.
Working closely with the merchandising team, I created multiple business scenarios and product assortments to explore and quantify the business opportunities within Casper’s commercial channels.
Industrial Design.
I developed sketches, concepts, physical vignettes, and countless renderings as we narrowed down design options that would be ready for supplier sampling. In parallel to furniture designs, 3 custom upholstery fabrics were designed from the yarn level.
Product Design.
As the physical designs matured, it was time to engage the digital design team in order to translate research insights and industrial design into a holistic user experience. I roughed out multiple flows and mockups to use as initial stimulus to get the team started.
Design & Supplier Development.
In addition to building a portfolio of furniture designs, the team was also tasked with finding a supply chain that could manufacture to Casper’s tight standards and production volumes. A small group led by design and sourcing embarked on several overseas development trips. Approved designs were prototyped at various factories before final selections were made.
to be continued…