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Creating a product for the Sleepless
Nutrition Clinic Singapore
UX / UI / Research • 2022
Background
The Nutrition Clinic in Singapore introduced a brand called Deep Sleep to address sleep issues among Singaporeans. Deep Sleep targets the younger demographic (20 to 40 years old) with economical bundles for better sleep habits. They offer personalized add-ons such as supplements and tests, based on budget. The brand aims to raise sleep awareness through a community platform sharing user-generated content.
Timeline
4 Weeks
Role –
With a team of 5 UX designers, I was responsible for:
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Planning of research methods
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Synthesizing and analyzing data
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Creating a style guide, UI kit for the landing page
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Content writing for the landing page
Discover
We made Assumptions
Based off the key business challenges that Deep Sleep provided us with, we first made a list of assumptions that we had to validate with our user research.
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The needs of the sleepless are not being met in Singapore
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Target audience cares about having better sleep
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Price is an important consideration for the target audience
Research Objective
1
Understand optimal
landing page
layout for target audience
2
Understand what customers consider when purchasing/ gifting a mindfulness/well-being program
3
Understand what users
do to cope
with sleep problems
Competitive Analysis
We then conducted and analysed our user Surveys and competitive analyses. Based on the discoveries, these are the opportunities we spotted:
There is a lifestyle gap in the Singapore sleep market
There is a gap in the market for a lifestyle focused sleep solution, as the other brands offering such solutions are Sleep, ENT clinics. When we surveyed 83 respondents who had average to poor sleep quality, 72% uses DIY methods to help them fall asleep (i.e. diffusers, supplements) while 28% don’t use any method.
Opportunity: Deep Sleep landing page to leverage on the brand being lifestyle focused, to fill the gap between clinics and DIY options.
There is a lack of awareness on sleep and holistic Wellbeing
Of 103 respondents surveyed, 100% believes that a good night’s sleep is important for good performance in the day, with 80% of them willing to invest in products to help them have better sleep. But, when asked what they prioritize in terms of holistic wellbeing, only 8.1% prioritized sleep.
Opportunity: Deep Sleep should showcase their knowledge on their landing page, to educate Singaporeans on the importance of sleep through their community platform, and in turn convert them into their customers.
Building trust in
the target audience is Key
We discovered that while price point is important with 58.3% of respondents willing to only pay below $200, users also want to determine the value of the product itself before making a purchase decision.
Opportunity: More important in the landing page to talk about the value proposition and what the product can offer so as to build trust in the target audience before mentioning the price of the product.
Persona We created
We created 2 personas that we felt best fit the demographic and target audience for Deep sleep. We have Cheryl, young optimist and timothy the Caring husband.
Auditing content for the landing page
Creating
Prototype
To determine the content to include in the landing page, we evaluated our research to know what to polish/refine or make/create for our target audience.
Learning and refining from competitors
Using a different color palatte to stand out from the competitors When we analyzed direct competitors, we noticed that they had used blue as the primary colour in their landing pages. To stand out from the competition, we decided to use maroon instead to signify dusk/sundown as well as give the cozy feeling
Clear, concise headers with CTA to quiz above the fold
For most of the competitors, they had a concise header that summarised what their product is with supporting content. Further, some also had a quiz onboarding to match the user with the appropriate product.
Short phrase reviews
To show credible impact on their customers. Some show reviews from sites like Google or Amazon as well.
Accreditation
Some sites show scientific basis for their product; others show accreditation from reputable sites that they have been featured on.
Fixed CTA button
Competitor landing pages had CTA button fixed at the top while scrolling.
Creating for the target audience
From the content that Deep Sleep provided us with, we laid it out in an Information Architecture that would focus more on detailing the value proposition to build trust in their customers.
We conducted a usability testing to test our prototype's content and copy, these are the following improvements we made based on user Feedback:
“The information that appears on the top feels too bare to understand fully about what the site is talking about.”
“The landing page gave off a vibe that it’s a female-centric product.”
We decided to use less of the maroon colour and changed some sections to white, and also changed some images so that it had a mix of both feminine and masculine.
“The naming convention on the programme / product is confusing. I’m not sure what difference between the starter kit and the bundle sets.”
Previously, there was no clear distinction on what the starter kit was versus the other bundle deals that Deep Sleep offered.
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👍 6 out of 6 said they would purchase
✅ 5 out 6 think it’s trustworthy
“You’ve given us a great starting point with areas that we need to consider a bit closer...”
— BONNIE, FOUNDER OF DEEP SLEEP
"Great job team, appreciate the hard work being poured into the project. Hoping to work with some of you once the dust settles a little bit. "
— AIZAH, OF DEEP SLEEP
Thinking through what I could have done better:
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Test the onboarding concept: There was no time to test if the onboarding concept would help the target audience find what they wanted from the website. If possible, it would have been better if we could use data to map out the users journey to validate this.
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A/B test on live website: If we had more time beyond 4 weeks, our team could have tested 2 versions so that we know which one increases user conversion.