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Creating the perfect bedding set should feel enjoyable.
Instead, for many eCommerce shoppers, it can become confusing.
Choosing colours, matching products, checking availability, and understanding pricing can quickly turn what should be an inspiring shopping experience into a frustrating one.
For premium homeware brands, that friction matters.
Customers expect beautifully designed experiences that make personalisation effortless. If building a bundle feels complicated, they're more likely to abandon their purchase altogether.
Piglet in Bed recognised this challenge.
Known for its premium bedding, sleepwear and sustainable homeware, the brand wanted to make its popular mix-and-match bedding bundles easier to build, easier to edit and more enjoyable to shop.
Having worked together for more than four years, with WIRO helping generate millions in additional eCommerce revenue, Piglet in Bed once again partnered with our team this time to rethink one of the most important parts of its customer journey.
The goal wasn't simply designing a better Bundle Builder.
It was creating a shopping experience that felt as premium as the products themselves.
Understanding the Real Customer Problem
The original Bundle Builder wasn't broken.
Customers could still create bedding bundles.
But doing so wasn't particularly intuitive.
As WIRO began researching the experience, several recurring frustrations quickly emerged.
Customers struggled to:
- visualise colours together
- edit bundles once selections had been made
- understand product availability
- compare different combinations
- build complete bedding sets confidently
Rather than making shopping easier, the experience was adding unnecessary decision fatigue.
According to the WIRO UX team:
That insight shaped everything that followed.
Starting With Research, Not Assumptions
Instead of jumping straight into design, WIRO began with customer research.
Working alongside Piglet in Bed, the team carried out moderated usability testing with participants who closely matched the brand's target audience.
Using Lookback alongside Respondent, WIRO recruited people who regularly purchased premium bedding and homeware.
The sessions uncovered valuable behavioural insights.
Rather than asking customers what they wanted, the team observed how they naturally interacted with the existing Bundle Builder.
Small moments quickly became obvious.
Customers hesitated. They restarted bundles. They questioned availability. They struggled to picture colour combinations.
These weren't technical issues. They were confidence issues.
Learning From Competitors Without Copying Them
Research also extended beyond Piglet's own website.
WIRO reviewed experiences from other premium bedding brands, including Bed Threads.
Some competitors offered highly sophisticated 3D visualisations.
While impressive, they also introduced significant development costs.
Instead of recreating expensive functionality for the sake of it, WIRO focused on delivering the features customers valued most.
According to the design team:
That principle guided every design decision.
Designing Around Customer Confidence
One theme appeared throughout the research. Customers wanted reassurance.
They wanted confidence that they were making the right choices. WIRO redesigned the experience around removing uncertainty.
Key improvements included:
- Dynamic colour previews showing products together in real time
- Simpler editing without restarting the bundle
- Clear stock indicators
- Pre-order messaging for unavailable products
- Transparent pricing throughout the journey
Each improvement reduced unnecessary friction while helping customers feel more confident about completing their purchase.
What Surprised the Team Most
One of the biggest surprises wasn't the visual redesign.
It was how much impact seemingly small UX improvements could have.
Features like clearer stock messaging or allowing customers to edit a bundle without starting over appeared relatively minor on paper.
During testing, however, they completely changed how customers interacted with the experience.
The experience became less transactional and much more enjoyable.
Collaboration Behind the Project
Unlike many Shopify projects, WIRO wasn't responsible for developing the final Bundle Builder.
Instead, our role centred around strategy, research, UX and design.
Following discovery, user testing and wire-framing, Piglet in Bed's internal development team built the new experience using the designs and functionality specifications created by WIRO.
This close collaboration ensured design decisions remained grounded in real customer behaviour while giving the internal team a clear framework to build from.
Reflecting on the project, Sam Sandiford, eCommerce Manager at Piglet in Bed, said:
The Results
Following launch, user testing confirmed the redesign had significantly improved the shopping experience.
Customers found it easier to:
- compare colour combinations
- build personalised bedding sets
- modify bundles
- understand stock availability
- complete purchases with greater confidence
The addition of dynamic previews and pre-order functionality helped remove two of the biggest causes of frustration identified during discovery.
The result was a smoother customer journey, improved conversion performance and a stronger perception of the Piglet in Bed brand.
The Bigger Lesson for eCommerce Brands
Bundle builders are becoming increasingly common across eCommerce.
But functionality alone isn't enough.
If customers feel overwhelmed, confused or unable to experiment freely, even the most sophisticated configurator will struggle to convert.
The best bundle experiences aren't necessarily the most feature-rich.
They're the ones that reduce friction, build confidence and make personalisation feel effortless.
That's exactly what Piglet in Bed set out to achieve.
Final Thoughts
Great eCommerce experiences aren't always about adding more functionality.
Sometimes they're about making existing functionality easier to understand.
By combining user research, thoughtful UX design and close collaboration, WIRO helped Piglet in Bed transform an important part of its customer journey into an experience that feels intuitive, enjoyable and unmistakably premium.
Because when shopping feels effortless, customers are far more likely to complete their purchase.
Looking to Improve Your Shopify Customer Experience?
Whether you're building a bundle configurator, improving product discovery or optimising the customer journey, WIRO helps ambitious eCommerce brands create Shopify experiences that increase customer confidence and drive long-term growth.
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