INDUSTRY WATCH
BUT BY BUILDING A PUBLIC CLOUD , WE ALSO SAW AN OPPORTUNITY TO START BENEFITING AUSTRALIANS RIGHT AWAY .
The average person spends more than 30 years of their life in bed , which makes choosing a mattress perhaps one of the most important decisions you can make . the options available while simplifying the selection process and making it easier to find the most suitable mattress ,” said Wade Ganzer , National Marketing Manager , Sealy of Australia .
Finding a comfortable mattress that conforms to your unique preferences isn ’ t always easy and buying one often requires a detailed decision-making process , one that only became more difficult during the pandemic and limitations on in-person shopping .
Taking these factors into account , Sealy of Australia – one of the nation ’ s favorite luxury bedding and mattress brands – launched an initiative in 2021 to amplify its brand and provide customers with a more streamlined , data-driven approach to the online mattress-shopping experience .
For more than 140 years Sealy has been a leader in the luxury bedding market , known for its pioneering Posturepedic technology – backed by orthopaedic research – world-class innovation and customer care expertise . With the pandemic forcing the closure of brick-and-mortar retail stores , the company had to move quickly and innovate to ensure a migration to online service was seamless .
Sealy of Australia set out to redesign its website to improve the online shopping experience , making it easier for consumers to navigate its catalogue of premium sleeping solutions and find tailored recommendations for their personal sleeping habits . While the project had a heavy design and user experience ( UX ) component , performance was also a requirement to service its 1 million plus annual site visitors .
“ Our goal was to build brand conviction through digital channels in a way that would inform visitors of all
Sealy partnered with Sydney-based G Squared , a WP Engine Agency Partner that specializes in UX / UI design and web development . G Squared took a deep dive into Sealy ’ s existing website and user data to investigate how customers were navigating and using the site to gain a better understanding of their online behaviors and preferences . The team used these specific insights to design the new site to suit consumer needs .
“ We worked closely with the Sealy team to intimately understand their user personas and accordingly designed various journey flows to suit their diverse needs ,” said George Pappas , Director at G Squared . “ Central to this was creating a staggered-selection menu , which reduced choice paralysis at each stage of product consideration .”
The G Squared team also worked on revitalising the Mattress Selector , an immersive tool unique to Sealy that asks a series of questions to help customers easily find the right mattress to suit their needs . There are many things to consider when choosing the right mattress – such as the age , weight , physical ailments and allergies of the sleeper ( s ), not to mention preferred sleeping positions and how much space they need .
All this data is so important for a good night ’ s sleep and is entirely personal . With a deeper understanding of Sealy of Australia ’ s customer types , G Squared was able to simplify and streamline the tool , reducing the number of user steps from 12 to five , improving the overall experience and including additional interactive elements to prompt engagement .
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