Mattress Next Day had previous research for me to digest, which were used to create a laundry list of focus areas, prioritised by effort and impact on conversion. 

Following the previous research review, data analysis and stakeholder workshop I created three user personas. Through understanding these key persona needs, I created a hierarchy within the many product filters: making size, firmness and price the primary filters. There were many other filters, however these were a little overwhelming and users needed more handholding due the the product high value and infrequent purchase of a mattress.  It became clear that I needed to support Mattress Next Day to surface the more touchy-feely aspects of their products to encourage more online purchasing. For example, product reviews that share the comfort, feel and sleep quality are more valuable to end users than a technical description.