Bedtribe

E-commerce UX Revamp

ROLE 
UX Designer

DURATION 
1 MONTH

CHECK OUT BEDTRIBE WEBSITE

Background

Revamp Bedtribe's website to reflect its brand values of comfort

Bedtribe is a homegrown bedding company in Singapore known for its affordable, hotel-quality sheets and sleep essentials. As the brand grew in popularity, there was a clear opportunity to elevate its digital presence and streamline the online shopping experience.

The goal of this project was to revamp Bedtribe’s website to reflect its brand values of comfort, simplicity, and modernity, while addressing usability pain points in the current site. The UX work involved a complete redesign of the information architecture, user flows, and product discovery journey to improve conversion and retention.

Process

Uncovering what shoppers want in bedsheets

Before diving into the redesign, I conducted secondary research to better understand the motivations, concerns, and decision-making factors that influence consumers when shopping for bedsheets.

This helped me gain insights into the broader home bedding market, identify current trends, and highlight what today’s shoppers truly care about — from material quality and breathability to pricing and ease of maintenance.These findings informed our UX direction by revealing what information users need upfront in order to feel confident in their purchase decisions.

Secondary Research

Material and specifications matter

Through secondary research, we discovered that consumers place strong emphasis on understanding the material quality, thread count, breathability, and care instructions of bedding products before making a purchase.

These specifications directly impact perceptions of comfort, durability, and value — all of which play a critical role in the decision-making process.

63%

The ability to wash at home/cleaning requirements
is very important to their decision

— via Lifestyle MonitorTM Survey

57%

The softness of the bedding

— via Lifestyle MonitorTM Survey

Thus, users need to be able to find and understand the details they need to make informed purchasing decisions

Usability testing on current website

Conducted users testing to understand the problem space

The goals of users testing were to understand better user needs, and the problem space we are trying to solve. The testings give insights into what users think about the shopping experience on BedTribe and how easy it is to find important information.

They can point out which content is memorable, what they feel is important on the site and what ideas for improvement they may have

Affinity Mapping

Clustering Insights to define design opportunities

To make sense of the qualitative data gathered during usability testing, we conducted an affinity mapping exercise. We grouped feedback and observations into common themes to identify what users were struggling with or paying attention to.

Key Insights

These insights drove the prioritization of features and ensured alignment with Bedtribe's goals.

1. Users are less likely to cart out if they don’t know anything about the product.

2. Product education (materials, feel, usage) needs to be surfaced earlier in the shopping experience.

Design opportunities

1. Use accordion-style sections or tabs to condense detailed information like wash care. This allows users to expand and collapse sections as needed, reducing clutter.

Sitemap

Structuring content and features based on insights

Wireframes

We then proceed with first round of wireframing

After establishing the information architecture through the sitemap, I created low-fidelity wireframes to explore the layout and structure of key screens. These wireframes helped me visualise how users would navigate through the product and interact with core features, based on the insights gathered earlier. They allowed for quick iterations and early feedback before investing in visual design.

Outcome

Final Designs

The new Bedtribe identity reflects a refreshed take on modern rest—where comfort meets innovation. From brand strategy to visual design, the final outcome brings warmth, clarity, and confidence to the user experience. The redesigned website not only showcases Bedtribe’s key Bamboo sheets more intuitively but also reinforces its mission to make quality sleep accessible and affordable. With a calming visual language and clear storytelling, the new brand presence invites users to explore, trust, and unwind.

A new look for the website

With the new branding, Bedtribe's website was revamped. Typography, color palette, and visual elements were updated to match the new brand identity, resulting in a more cohesive and trustworthy online experience.

Trust building elements

We have added a media bar showing where Bedtribe has been featured and showcase product listing card for users to click on the homepage

Surfacing benefits of Bamboo sheets

Based on our insights, we added key benefits such as being hypoallergenic, durable and sustainable on the homepage. This ensured users could access important information without having to dig for it, helping them feel more confident and informed before they even reached the product pages.