How can Casper go beyond mattresses to become a knowledgable authority in the sleep category?
Casper can own the period of time before going to bed, creating brand loyalty through bedtime rituals.
Empower people to discover their sleep ritual via personalized subscription boxes and sleep-inducing digital content.
The Nap Sack is a monthly kit of curated products personalized via the customer's sleep quiz results. Casper co-brands well-known products to be seen as a knowledgable authority on sleep.
To keep with Casper's light-hearted tone, a share-worthy book of Truly Boring Fairy Tales is included in each box.
Each month, new sleep-inducing content debuts on Netflix. Casper gains loyalty with customers who've already bought mattresses.
Users answer detailed questions about their habits, work/life balance, and sleep preferences. Questions are presented one at a time so they don't appear overwhelming.
The first question is presented right on the landing page to give users the impression that they're already making progress, and to demonstrate how easy the questions will be to answer.
Reaffirming details peppered along the way show that Casper is non-judgmental about their sleep habits, and makes users feel like part of a live community.
The copywriting tone is kept light-hearted and easy to read to keep users engaged.
The quiz identifies the user's sleep personality via playful personalities that lean more "Buzzfeed quiz" than "medical advice."
Adorable illustrations in Casper's signature style make results memorable and shareable on social media.
The tone reinforces the fact that there's no "right way" to sleep -- everyone is different.
Show people they're not alone by peppering in survey results and customer quotes.
Casper isn't qualified to give medical advice, so find ways to instill trust in a light-hearted and fun way.
Despite what many people think, humans aren't great multitaskers. By limiting the quiz to only one question per page and using plenty of white space, users can focus on the task at hand.
Users should be able to start and stop at any time. We never hide menus or use annoying popups to block people from leaving.
Guide users down a defined path but allow them to control over the pace by exposing their progress bar.
Concepting, experience design, interface design, design principles, wireframes, book layout, illustration
Lauren Acampora (Art Direction), Andrew Allen (Strategy), Paul Atienza (Creative Brand Management), Ruthie Edwards (Experience Design), Dixon Muller (Copywriting), Zak Vono (Experience Design)