Koala Bed-In-A-Box

Designing a shopping experience for a new type of product that Best Buy has never carried before.


Koala is an in-house brand that sells bed-in-a-box mattresses. They also offer an entire collection of complimentary products like pillows, toppers, and foundations that are all compatible with each other.

The task was to launch the brand, and build a shopping experience for a new type of product that Best Buy has never carried before.

My Role

  • Research
  • Wireframing
  • UI Design
  • Visual Design
  • Front-end Development
  • Data Analytics

Gathering insights

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 growing 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 needed to help build brand awareness and create an experience that presents the entire product line to the customer.

Kicking off the project

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. Working on a team 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. If you don’t love it, we’ll send you a refund

Wireframing the experience

A set of wireframes were then created to map out the flow that a customer can go through if they wanted to find a Koala product on the website. We made sure that there was a clear path where customers can filter down their results while browsing the entire collection so they can get to the right product that they were looking for.

Koala Wireframes

First impressions

For many customers, the landing page is their introduction to the Koala brand. To build this experience, I used a number of different UI components to tell the story.

Koala Landing Page 1
Koala Landing Page 2
Koala Landing Page 3

Finding the right product

We also built an intermediary path from the landing page to the product page with navigational components to help customers find the right size mattress that they’re looking for.

Koala Collection Page

Completing the collection

On each product page, we wanted to promote related Koala products and encourage customers to complete their bedroom.

Koala Product Page


Since the launch, Koala mattresses make up a large portion of the total sales in the Mattresses department. While Best Buy offers a huge assortment of different brands, Koala is already one of the highest purchased brands in the category – only behind specialty brands like Sealy.

Customers who end up hitting the landing page are 1.5x more likely to make a purchase. However, traffic to this page is relatively low due to the limited number of touchpoints, and with most of the traffic coming through SEO.

There is fairly low engagement with the “Complete your collection” component that was built for the product display pages. However, those who are interacting with it are 4x more likely to convert, leading to a small lift in product attachments for related Koala products.