Opening up the journey suggested that the 'before' is undesigned
While sleep is cross-cutting, our market review showed a persistent focus on the bedroom within sleep design, and there has been recent growth in consumer use of sleep aids before bed.
We wanted to avoid the bedroom trap. Given the constraints of lockdown, we opted to use Zoom home walkthroughs to explore sleep journeys beyond the bedroom, gathering 20+ hours of footage.
This research indicated that:
- Sleep journeys start earlier than you think i.e. We typically point to dinner as the start of our journey
- We overlook the micro-decisions that get us to bed i.e. We list what we do (e.g. brush our teeth), but not how we get from A to B
- The challenge is ‘getting up the stairs’ i.e. There’s friction when you move between spaces or modes of behaviour
These insights suggested opportunities for sleep design that fall outside of the traditional journey.