The first sprint was the template for everything that followed. We set up a war room at Beddit's offices — everything on the walls, everything visible, no separation between strategy and design. Two parallel streams: one working product strategy, one producing high-fidelity prototypes, both in the same room, in sync. The immediate challenge was the Sleep Score — Beddit's core metric, the single number that summarised a night's rest. Until then, exactly what went into it and how it should be communicated had been a matter of internal debate. Designing a Watch face forced the issue. We nailed it down in a way that worked for users and translated to a tiny screen on a wrist — which meant it also had to be right on every screen everywhere else. Over three weeks, we produced nearly 100 iterations of the main screen alone. The team was split across Helsinki and San Francisco — one half working on user journeys, the other building working prototypes alongside iOS developers. The final decision was made in a call with Apple's specialists in Cupertino. We shipped days later.
"For me the project is a strong testament for the kind of partnerships and quality we have built. World class technology combined with world class design focused on a common, unique goal (solving sleep) across all touch-points equals success." — Udo Szabo, VP Product & Marketing, Beddit
Once the Watch and iOS apps were right, the product packaging was the final piece. Beddit 3 would be one of 200 carefully curated products in Apple Stores worldwide — a context where the box is part of the product experience, and standing out means standing up to the highest standard of consumer electronics design. We went back to first principles. Not "what should the packaging look like?" but "what problem does Beddit actually solve, and what does that mean for every surface of the box?" After intensive co-creation sessions with Beddit's team, the answer crystallised: sleeping is the bedrock of life. When sleep is solved, everything gets better. Solving sleep. That became the product's purpose statement, and from it everything else — cover message, imagery, material choices, hierarchy, copy — followed with unusual clarity. We delivered the final packaging in multiple languages including Chinese and Japanese, working out final details directly with Apple's visual marketing team in Cupertino. Beddit 3 launched in October 2016, sold out twice before Christmas, and became the most-used Beddit product ever within 12 weeks of launch.
4x increase in sales through Apple Stores after launch. 4.5 rating on the App Store for Beddit 3. Sold out twice in the first three months.
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(2016-25©)
