Original Bed in a Box (OBIAB) is an Australian family owned and operated online mattress store building and selling Australian made ‘mattresses in a box’ to people across the country.
OBIAB founder, David Langworthy (Founder & Director of Bevmarks ‘Sleep Professionals’) has provided award-winning premium mattresses to Australians for more than 35 years.
The OBIAB mattress took more than 8 years to engineer and develop, through extensive testing and multiple manufacturing iterations. It was developed in consultation with sleep specialists and engineers to ensure the highest quality product and is endorsed by the Institute for Breathing and Sleep.
With the shift from local showroom to online purchasing, the ‘bed in a box’ type of mattress (compressed, rolled, packed and delivered directly to consumers in a box) has become a widely popular option for buying a mattress.
Due to the extended development process of the OBIAB mattress, the market became oversaturated with many lower quality imitators.
It was imperative that Utility Creative find an innovative way for the Original Bed in a Box mattress to stand out above the rest.
Utility Creative undertook intensive market research, analysing 40 competitor websites to inform the development and design of the website. From this, two unique selling points were identified and adopted as the focus of the website: the research-based scientifically backed designs, and the high quality of the materials used.
The website incorporated a clean, functional aesthetic built on the global e-commerce platform Shopify, as requested by the client. It focused on three key themes: sleep health, quality and mattress architecture and technology.
Utility Creative developed the designs, copy and certain graphics used on the website. This included the science of sleep health with up-to-date scientific research on the importance of sleep and a page mattress architecture page featuring an interactive layer-by-layer breakdown of the mattress to showcase the quality materials used.
Personalisation has become crucial for consumers, with 91% more likely to shop with brands that provide tailored offers and recommendations. Wanting to incorporate a personalisation option, Utility Creative also created an online ‘find a mattress quiz’ for customers to determine what mattress may best suit their needs.
