BEDGEAR Baby Redesign
BEDGEAR Baby began a redesign of its entire B2C application with the vision of becoming the bedding industry's most safe, trustworthy and credible newborn/ toddler brand in market.
The goal of this particular project was to introduce the brand effectively to regular customers, identify any usability issues with the beta release and determine the critical features to prioritize for the next iteration of the product.
September 2022 - Ongoing
BEDGEAR® is the brand of Performance® that provides innovative bedding by focusing on an active lifestyle and well-being. Learn more about what BEDGEAR does.
I am half the design team at BEDGEAR.
I joined BEDGEAR as an interface designer a couple of months ago as one of 2 web designers in a company of over 5 engineers and 7 product managers. I support design across every aspect of our business and am responsible for leading UX and UI across key parts of the application side of the platform.
I've grown tremendously in the last year, some key achievements of which I have listed below:
Implemented a design process. This has helped our team establish more structure to how we conduct our work and allow other teams to gain visibility across our upcoming design sprints.
Improved usability across the platform. No usability tests were conducted by the external consultancy before dev handoff. Since we established a design team, we have been actively working towards conducting UX research and usability testing on all projects.
These are the steps we followed execute wireframes:
1. Product discovery
2. Brand guideline review
3. Visual and asset direction with creative team
4. Competitor analysis
5. Reviewed data sources for opportunities for improvement
6. Wireframe creation
7. Internal review
8. Finalized wireframes and customer journey
Understanding the Problem
Before BEDGEAR hired more employees for the design team, a beta release of the new platform. These mockups were created without any usability testing and had little consideration for the technical and product limitations on the scope of work.
I conducted research interviews with our primary users (account managers) to uncover any pain points that they were experiencing with the beta release.
My research encompassed:
Understanding the user goals and needs
Uncovering pain points with the existing user journey
Determining the success of the tasks measured
We used a variety of data sources to help us understand how users are currently navigating the baby pages.
Modes of research:
UX Best Practices
Prioritization of Issues
I took the extra step of categorizing these problems into broader projects to provide the Product managers and engineers with visibility into the key areas of the platform that needed to be addressed from a usability standpoint. This not only helped to prioritize usability issues in order of need but also helped to shape the product roadmap for the quarter.
Narrowing Down the Scope of Work
Based on the user interviews and usability tests conducted, we found the following key issues:
57% of users were not scrolling past the average fold line, not allowing them to understand the product in a fuller scope
29% were frustrated that the firmness scale was disabled so they thought they couldn't adjust firmness
There wasn't a deeper understanding of who the brand is and the credibility behind safety claims
Wireframing the Solution
Based on the problems identified, I worked towards addressing these pains by coming up with potential solutions:
Increased multiple touch points for user to explore baby products that is more specific to what they are searching for
Establishing clearer visual form hierarchy by grouping related fields
Utilized hot jar to identify the order of content that would yield a user to make a purchase while educating them on what BEDGEAR baby is about.
I quickly mocked up some basic wireframes to gather feedback from Product, Engineering and the users on the overall layout and structure of the redesign. This involved establishing a standardized visual hierarchy and layout for the future of BEDGEAR baby.
Results and Takeaways
Since the implementation of the new rebuild of BEDGEAR Baby, we expect to see a significant decrease in the number of complaints lodged through the customer service desk and see an increase in sales. Additionally, I have received positive feedback from users about the multi-tiered navigation, which educates the user on each specific product.
Some key takeaways from this project are:
Create a strategic plan to launch an MVP. This helps deal with out-of-scope requests that could potentially derail the project and helps deliver a quality product in time.
User testing doesn't end after development. Design is a constant iteration of improving the experience for the end user. Always find ways to collect and listen to your user's feedback.
Involve engineering upfront. This helps to reduce any rework later on as an understanding of the technical limitations upfront will help to inform your design strategy.