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.

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.

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.

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

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

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.