How Strategic Optimisation and UX Design Drove Growth

Bed Bath & Beyond, recognised as New Zealand’s largest specialist retailer of linen and manchester products, has earned its reputation through commitment to quality, product range, affordability, and exceptional customer service.

With over 60 stores nationwide, the retailer not only leads in scale but also in the diversity of its bed, bath, and home décor offering.

This case study explores how Bed Bath & Beyond, facing significant challenges in its eCommerce channel, engaged Greg Randall to reimagine and revitalise its online experience.

Step 1: Deep Analysis of Behavioural Data

Greg’s first move was a rigorous analysis of user behaviour—paying particular attention to mobile journeys, as mobile device users had encountered the most friction.

This is the beginning of the eCommerce conversion rate optimisation process: wrapped in strategic context.

To add another layer of context, Greg conducted interviews with several store managers. These conversations unearthed the realities of the in-store click-and-collect experience, revealing what customers loved and what left them frustrated. The insights were invaluable in identifying both pain points and areas of opportunity.

Step 2: Documenting Issues and Recommendations

The next step was to distil insights into a document outlining all high-impact changes needed for the eCommerce channel to achieve dramatic revenue improvement.

Rather than a laundry list of every possible enhancement, the document stayed laser-focused on changes that could deliver measurable impact—this being a key requirement from the CEO.

With executive buy-in secured, Greg and the Bed Bath & Beyond team were ready to move to design and implementation.

Step 3: UX Design Planning

Armed with a clear strategic vision, Greg set about designing a comprehensive set of wireframes and detailed commentary, meticulously mapping out the structure and mechanics of every key page layout—including both mobile and desktop checkout journeys.

The UX overhaul included eCommerce best practices throughout the wireframes to maximise conversion rates and customer satisfaction.

The result was a set of actionable blueprints ready for seamless handoff to the development team.

Step 4: Collaborating with the eCommerce Agency

Greg worked hand-in-hand with Bed Bath & Beyond’s eCommerce agency, insisting that the final build adhered exactly to the approved wireframes and recommendations.

This tight collaboration ensured that the design intentions translated faithfully into the live site.

Once the new experiences went live, the impact was immediate and remarkable.