UX Design For Tuft And Needle - Service Design | Drawbackwards in Phoenix

Tuft & Needle
Reducing Support Requests Through UX Improvements

  • Information Architecture
  • Website Design
  • Design Consulting

From Expensive Hands-On Support to Easy Self-Service

Tuft & Needle set out to transform the painful process of shopping for a mattress into an easy e-commerce experience. The downside of being an innovator in an old-school industry is that many people don’t totally understand how it works, which was resulting in a high volume of emails, calls, and live chat messages. Tuft & Needle needed a way to reduce the number of “Contacts Per Order” (one of their key metrics), so they partnered with Drawbackwards to quickly find a smart solution.

UX Design For Tuft And Needle - Service Design | Drawbackwards in Phoenix
UX Design For Tuft And Needle - Research & Prototypes | Drawbackwards in Phoenix

Obvious Problem, Not-So-Obvious Solution

Tuft & Needle had an extensive Support page on their website, yet their Customer Experience Team was still overwhelmed with support inquiries. Even more frustrating, many of the questions were about very basic information that was often right in front of the customer’s nose. Tuft & Needle wanted to fix the problem quickly, so Drawbackwards embarked on a two-week sprint with their team to research, prototype, and begin testing a solution.

UX Design For Tuft And Needle - Fast Forward | Drawbackwards in Phoenix

Pressing “Fast Forward” on the Research and Design Process

To kickoff the project, we began with a discovery process to research the common questions Tuft & Needle was receiving and how customers were using the existing Support page. With this information in hand, the Drawbackwards team did a thorough audit and redline of the Support page to show breakdowns in design, development, and copy on both desktop and mobile. Finally, we met with Tuft & Needle for a pair sketching session to collaboratively design potential solutions.

UX Design For Tuft And Needle - Fast Forward | Drawbackwards in Phoenix
UX Design For Tuft And Needle - Website Design | Drawbackwards in Phoenix

A Quick Fix with Long-Lasting Results

After the two-week sprint, Tuft & Needle implemented several fixes to the Support page, including recategorizing the questions to make them easier to find, changing the page name from “Support” to “FAQ” for clarity, and redesigning the page to visually align it with their brand identity.

After A/B testing, Tuft & Needle noticed customers were better able to find the answers to their questions with the new design, leading to a significant reduction in Contacts Per Order and proving the idea that focusing on user success leads to business success.

Increased exposure to support questions on website.

Significant reduction in calls, emails, and live chats.

What Can We Do For You?

Making Engineering More Human | Drawbackwards

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Making Engineering More Human

  • Brand Identity Design
  • Brand Strategy
  • UI & UX Design
  • Visual Design
  • Website Design
  • Front-End Development
  • Tradeshow Design
  • Copywriting
Making Engineering More Human | Drawbackwards

First Solar
Building Powerful Solar Prediction Software

  • Design Strategy
  • App UI & UX Design
  • Visual Design
  • Front-End Development