ECUSSLEEP
TU CONFORT is a service design platform developed for KHAMA to transform comfort from a subjective perception into a structured and scalable decision system. In a category dominated by feature comparison and price competition, ECUS identified a structural risk: customers were not lacking options, they were lacking decision confidence. This translated into hesitation at the point of sale, inconsistent conversion and increased reliance on price as the primary decision driver, directly impacting conversion performance and margin control.
Rather than adding more product complexity, we redesigned how decisions are made. The result is a standardized in-store system that guides customers through a clear, assisted and confidence-building journey within a compact 20 m² footprint. Comfort is no longer explained, it is experienced and compared through a structured process that reduces ambiguity during testing and enables more consistent decision-making through a standardised comparison logic applied across all stores. Today, TU CONFORT has been deployed across KHAMA retail spaces, enabling a consistent decision framework aligned with the brand’s promise of personalization, extended trial and frictionless post-purchase experience.
