Enhancing the Customer Journey with Piglet in Bed's Bundle Builder

Piglet in Bed, a luxury homeware and bedding brand offering high-quality, sustainable, and ethically sourced home, bedding and sleepwear products. Building on over four years of partnership with WIRO on retainer and generating millions of pounds in additional revenue, Piglet in Bed once again turned to WIRO to develop a bespoke bundle builder that would seamlessly enhance their online customer experience.

WIRO led the way in tackling user testing, wireframes, CX design, functionality, and technical challenges to deliver a seamless and engaging online shopping experience for customers, with a focus on those wanting to buy their mix-and-match bundles.

WIRO took a data-driven approach, incorporating feedback from targeted user testing to refine the design. A few key solutions included:

• Discovery: We conducted  a small user testing study, involving 10 participants to identify the key pain points and frustrations customers experienced with the existing Bundle Builder. We used a service called Lookback for running the test and Respondent to find participants. And we were able to gather highly relevant feedback. Switching to Respondent, which allowed for more targeted user selection based on demographics, including age, gender, income, and job type. This helped us to identify users who were more likely to purchase luxury bedding, such as those who shop at high-end linen retailers.

• Competitor Analysis: We evaluated competitors like Bed Threads, which offered an advanced 3D visualisation of bundles. Instead of replicating this costly feature, WIRO focused on delivering a simpler but highly effective solution that was within budget.

• Wireframing and UI Design: The insights gathered from user testing were used to inform the wireframing and UI design process. This involved collaborating closely with Piglet in Bed to ensure that the final design reflected their brand aesthetic and user needs.We also addressed few critical customer experience (CX) pain points identified during the discovery phase:‍
  • Optimising for Mid-sized devices - Participants using mid-size devices, such as tablets, found the interface challenging to navigate. We redesigned the interface with responsive layouts, ensuring seamless navigation.
  • ‍Addressing Stock Awareness - Out-of-stock items were a source of frustration where WIRO implemented a new design that included prominent stock indicators and a pre-order option to inform users about availability upfront, reducing disappointment and abandonment.
  • ‍Enhancing Visual Representation - WIRO implemented dynamic preview functionalities, allowing users to see real-time updates as they selected colours and options.

• Development: The new Bundle Builder was built by Piglet in Bed's development team based on the wireframes and designs created by WIRO.

• Stock Management Solutions: To address inventory limitations, WIRO recommended and prepared a pre-order functionality.

• Testing and Feedback: The new Bundle Builder was tested internally and further refined based on feedback from stakeholders.

• A redesigned Bundle Builder with a clear and engaging user interface.

• Improved colour visualisation, allowing customers to see how different colours would look together.

• Enhanced editing functionality that allows users to easily make changes to their bundles without starting from scratch.

• Pre-order functionality to help address stock issues and reduce cart abandonment.

• A clear breakdown of pricing per item, ensuring that customers can make informed decisions about their purchases.

Post-launch user testing revealed that the new Bundle Builder has significantly improved the customer experience, leading to increased  in sales and conversion rates and a more positive perception of the brand. The ability to see colour swatches together and modify bundles without restarting the process significantly improved the overall experience. Furthermore, the pre-order feature addressed the frustration of out-of-stock items, creating a smoother and less frustrating experience for customers.