Context

Bedsmade is an innovative bedding company offering a range of tailored products across Australia, with a focus on premium audiences. Their core mission is to bring the luxury and comfort of a 'hotel-like' sleep experience into the home. This mission is driven by three key pillars: an innovation-led process, tailored products designed for individual needs, and a commitment to embedding luxury and comfort in every aspect of the brand.

With these values at the forefront, we were tasked with creating a digital experience that not only reflects Bedsmade’s brand identity but also appeals to their premium, design-conscious audience. Our challenge was to craft an interface that was as refined and innovative as the products themselves—marrying strategy and design to deliver a user experience that feels personal, meticulously detailed, and authentic.

Process

Building on our 'Innovation' pillar, we began by conducting a lean analysis across our analytics channels, combined with a comprehensive review of competitor ecommerce experiences. This allowed us to establish a baseline of key characteristics, behaviours, and best practices, while also identifying opportunities for innovation within the luxury bedding market.

Early on, we recognised that to truly cater to our premium audience and differentiate Bedsmade from competitors, we needed to emphasise a tailored experience. We incorporated elements that gave the impression of customisation within the product selection process, designing features that elevated the experience and made it feel effortless, intuitive, and specially crafted for each user.

This concept guided the entire design process, leading to the development of various site functions aimed at enhancing the user journey. Not only did this reinforce the brand’s luxurious positioning, but it also aimed to drive higher conversion rates by introducing a seamless, seemingly bespoke experience for every visitor.

Outcome

We overhauled the user interface, information architecture, and design system to reflect the luxury brand's identity and enhance the user experience. Tailored features and seamless navigation reinforced the premium positioning and enabled targeted communication strategies and product offerings.