Luxury Meets Usability
Value and Impact
22% increase in completed purchases
Due to checkout optimisations
30% rise in engagement with key product features
Which can be attributed to improved homepage designs
18% boost to conversion rates
Owing to enhanced storytelling and refined CTAs
Optimising UX and E-Commerce Strategy to Boost Market Success
Bedsmade is a luxury homewares brand founded by product designer Matt Griffin and luxury yacht interior designer Lyndel Rothschild. Their shared expertise in product design and high-end interiors led them to innovate a new sleep experience – combining effortless bed-making with hotel-quality bedding. However, despite an initial e-commerce launch, sales conversions were lower than expected. Bedsmade partnered with Deepend to refine its digital experience, ensuring that its unique product value was effectively communicated while streamlining the purchase journey for customers.
Deepend conducted a data-driven UX audit to identify friction points in Bedsmade’s e-commerce experience.
Heatmap analysis revealed engagement gaps and navigation inefficiencies, while user testing exposed clarity issues around product messaging and checkout flow. Based on these insights, we developed strategic UX, design, and content refinements to improve usability, storytelling, and purchase conversions. The result was a streamlined, engaging digital experience that better aligned with Bedsmade’s luxury positioning and customer expectations.
Addressing friction to drive conversions
Website analysis showed 53 incomplete transactions for every successful sale, highlighting friction in the purchase journey. Checkout optimisations contributed to a 22% increase in completed purchases.
Identifying user confusion
Heatmaps revealed visitors engaged across multiple sections without a clear call to action, leading to user confusion.
Helping to guide users to the content they want
Frequent navigation menu clicks suggested users lacked immediate purchase intent, requiring improved content hierarchy and guidance.
Bringing warmth and emotional appeal through imagery and copywriting
A/B testing showed the original homepage felt “clinical,” lacking warmth and emotional appeal.
Highlighting the heart of the product
Users preferred storytelling elements that emphasised the designers’ expertise and Australian provenance.
Pointing users in the right direction
CTA repositioning and improved typography enhanced readability and engagement, making product benefits clearer.
Building product understanding
A redesigned “How It Works” section, including animations, improved product understanding.
Improving user experience
Checkout refinements eliminated opt-out confusion and misleading UI elements, improving purchase confidence.
Creating future sales opportunities
A pre-order and wait list feature was introduced for out-of-stock items to retain customer interest.
Conclusion
The analysis of the Bedsmade experience uncovered several key opportunities for improvement that enhanced both user satisfaction and brand perception. By strengthening storytelling, Bedsmade better leveraged its designers' expertise and Australian roots to build authenticity and trust. Refining homepage imagery with warmer, more inviting visuals replaced the clinical feel, creating a more homely and relatable atmosphere. Additionally, clarifying product messaging and ensuring consistent terminology helped customers quickly grasp the unique value propositions of Bedsmade's offerings.
From a usability perspective, adjustments to text hierarchy, improved placement of CTAs, and refined product detail pages streamlined navigation and boosted engagement. Addressing pain points in the checkout process—such as opt-out confusion—ensured a smoother, more intuitive path to purchase, ultimately reducing friction and cart abandonment.
Collectively, these improvements presented a clear and actionable roadmap to elevate the Bedsmade customer journey. By focusing on these opportunities, Bedsmade not only enhanced conversion rates but also strengthened its brand's credibility and appeal in a competitive market.
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