We met with our stakeholders and went through an extensive research phase to get a sense of the competitive landscape and better understand their business objectives.
What we learned was that the popularity of bed-in-a-box has grown tremendously in the last few years because of its convenience. There's no need to visit a sales floor – you can order a mattress in the comfort of your own home, and it’s shipped to your door in a small, standard delivery box.
With furniture being one of Best Buy's highest performing growth categories, we now have the opportunity to be one of the few retailers in Canada who offer this product, along with the great customer experience that comes with it. In order to be successful, we need to help build brand awareness and create an experience that presents the entire product line to the customer.
Kicking off the project
Working with Business Specialists, UX Architects, Content Strategists, and Copywriters, we had a kick-off meeting that revolved around one question: what’s the message that we want to communicate to customers?
- It’s budget friendly – affordable prices with free shipping
- It’s convenient – delivered to your doorstep and simple to set up
- It’s risk-free – try it for 100 days and if you don’t love it, we’ll send you a refund
We then mapped out the user flow that a customer can go through if they wanted to find a Koala product on the website. We identified customers who would navigate through our category pages, use the Search feature, or land anywhere in the journey through SEO. This helped inform our decisions on where to place the right messaging, at the right time.
While working on this flow, we quickly realized that there was a need for a landing page. Because this is a new brand and a new product, the ultimate goal was to be as educational as possible. In order to communicate everything that Koala had to offer, we needed a centralized hub that conveyed all of this information. We also wanted to leverage high-quality content to build trust and confidence in the brand.