Process

I did some initial research on Simba, looked into their current brand guidelines and asset library, looking into their web and social presence and comparing Simba’s main competitors at the time (ie: Eve, Casper). I first focussed on the main asset (a woman sleeping on the simba mattress and changing positions) that would be reused consistently throughout my creative suite and created an animation out of it to help illustrate the fact that the Simba Hybrid Mattress helps relieve back pain, whatever one’s sleeping pattern/position is.

I started sketching out potential landing page layouts as simple wireframes, bearing in mind Simba's Brand and UI guidelines and components that allowed me to quickly scale up fidelity.

I re-used the main asset as a hero element for the landing page, to create a seamless experience throughout the campaign. Even though I didn't have access to Simba customers for this short task, I managed to do involve a few people in my network to carry out some guerilla testing at various stages to note any feedback and pain points.

A recurrent feedback on my early exploration was that users felt they wanted to see more social validation / customer feedback, even though the feedback on the UI and visual design was positive, some participants did not seem to recognise the brand as an established brand in that market. I then set out to include UI components that allowed customer ratings and feedback to be populated. I added genuine user reviews as I noticed that a lot of them mentioned the mattress’s benefits on back pain.

Considering that science and tech were very strong communication points within their comms hierarchy, I came up with an interactive “Simba Microscope” feature, giving users detailed information on what all the layers inside the mattress actually do. I found a way to include some approval messaging by “The Sleep Pros” to give the product an official and unbiased point of view, to add some sense of reassurement to the brand based on the user feedback I had received. I created a set of banners based on the current most popular dimensions I gathered, an emailer and a partner homepage takeover creative.

Result

I received some really positive feedback from Simba on the creatives and landing page design, and following the work I delivered Simba invited me to meet a couple of their senior stakeholders in person to discuss potential developments. My full design package included a landing page and a set of banners, a partner home page takeover and an email template featuring the animated hero banner. You can see an example of the animation below.