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Creating a product to improve Singaporean's sleep
The Nutrition Clinic in Singapore launched Deep Sleep to help Singaporeans improve their sleep habits. Targeted at adults aged 20–40, the programme offers affordable sleep bundles with personalised add-ons such as supplements and diagnostic tests, alongside a community platform aimed at raising awareness around sleep health.
Role
UX designer
Skills
Experience Design
Leadership
UX research
User Testing
Wireframing
Prototyping
Timeline
3 months
Client
The Nutrition Clinic
Challenge
Objective
Evaluate and design an effective landing page experience that resonates with the target audience while validating key business assumptions for product–market fit.
Problem Statement
How might we better understand the motivations and behaviours of our target audience so we can communicate the value of Deep Sleep in a way that truly resonates with them?
Research Objectives
1. Understand the key factors customers consider when purchasing or gifting a mindfulness or well-being programme.
2.Identify the most effective landing page structure and content for the target audience.
3. Explore how users currently cope with and manage sleep-related challenges.
Competitive Analysis
We then conducted and analysed our user Surveys and competitive analyses. Based on the discoveries, these are the opportunities we spotted:
Our research revealed a gap in Singapore’s sleep market between clinical treatment providers and self-managed solutions. Among 83 respondents with average to poor sleep quality, 72% relied on DIY methods such as diffusers and supplements, while 28% did not use any sleep support methods at all. Existing market offerings are largely positioned around medical or clinical treatment, leaving limited options for lifestyle-focused sleep improvement.
Opportunity
Position Deep Sleep as a lifestyle-oriented solution that bridges the gap between clinical sleep services and DIY sleep aids
While awareness of sleep’s importance exists, it is rarely prioritised in daily wellbeing decisions. Among 103 respondents, 100% believed that good sleep improves daytime performance, and 80% were willing to invest in products to improve sleep. However, when asked about their overall wellbeing priorities, only 8.1% selected sleep as a top focus.
Opportunity
The landing page should establish credibility and educate users about the role of sleep in holistic wellbeing. Leveraging the community platform can help position Deep Sleep as a trusted knowledge source while encouraging engagement and conversion.
Price sensitivity exists, but perceived value plays a critical role in purchase decisions.
Our findings showed that 58.3% of respondents preferred products priced below $200, yet users also expressed the need to understand the value and effectiveness of the solution before committing to a purchase.
Opportunity
The landing page should first communicate the programme’s value proposition, benefits, and credibility before introducing pricing, helping build trust and confidence among potential users.
Personas We created
We created 2 personas that we felt best fit the demographic and target audience for Deep sleep. We have Cheryl, young optimist and timothy the Caring husband.
Content Audit and Direction
Using insights from our research, we reviewed and refined the content needed for the landing page. This helped us identify which information should be clarified, strengthened, or newly created to better address the needs, motivations, and decision drivers of our target audience.
Differentiating Through Visual Identity
Most competitors relied heavily on blue as their primary colour, often associated with clinical or medical positioning. To differentiate Deep Sleep as a lifestyle-focused solution, we introduced a maroon colour palette inspired by dusk and sunset tones, creating a warmer and more calming visual identity.
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Clear Value Proposition Above the Fold
Competitor sites commonly used concise headers to quickly communicate their product’s purpose. Some also introduced onboarding quizzes to guide users toward the most suitable product. This reinforced the importance of presenting a clear value proposition and key call-to-action early in the user journey.
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Social Proof Through Short Reviews
Many competitors used short testimonials or review snippets to demonstrate real user impact. Some also integrated ratings or feedback from platforms such as Google or Amazon to strengthen credibility.
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Building Credibility Through Accreditation
Several sites highlighted scientific backing, certifications, or media features to reinforce trust. These signals helped establish authority and legitimacy within the well-being space.
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Persistent Call-to-Action
Competitor landing pages often featured a fixed call-to-action button that remained visible while users scrolled, ensuring the primary action was always accessible.
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Creating for the target audience
We structured the landing page’s information architecture to clearly communicate the value proposition and strengthen user trust.
We conducted a usability testing to test our prototype's content and copy, these are the following improvements we made based on user Feedback:
“The information that appears on the top feels too bare to understand fully about what the site is talking about.”
“The landing page gave off a vibe that it’s a female-centric product.”
We decided to use less of the maroon colour and changed some sections to white, and also changed some images so that it had a mix of both feminine and masculine.
“The naming convention on the programme / product is confusing. I’m not sure what difference between the starter kit and the bundle sets.”
Previously, there was no clear distinction on what the starter kit was versus the other bundle deals that Deep Sleep offered.
Content Audit and Direction
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Results
“You’ve given us a great starting point with areas that we need to consider a bit closer...”
— BONNIE, FOUNDER OF DEEP SLEEP
"Great job team, appreciate the hard work being poured into the project. Hoping to work with some of you once the dust settles a little bit. "
— AIZAH, OF DEEP SLEEP
6 out of 6
said they would purchase
5 out 6
think it’s trustworthy
What I’d Improve
Test the Onboarding Concept
Due to the project’s 4-week timeline, we were unable to validate whether the onboarding quiz effectively helped users navigate the site and find relevant solutions. With more time, user journey data and behavioural analytics could be used to evaluate how the onboarding experience supports discovery and decision-making.
A/B Testing on the Live Website
If the project had progressed beyond the initial timeline, the next step would have been to run A/B tests on the live website. This would allow us to compare different landing page variations and identify which approach drives stronger engagement and conversion.