PROBLEM
To make sense for the business financially, each bundle must offer a sneaker (90% of our inventory). Due to this, we had a large variant limit and we were unable to explore 3rd party tools or standard solutions.
OUTCOME
The bundle has collectively achieved over a 12% attach rate and increased customer engagement by 20% within the checkout funnel. My deliverables included a pop up bundling experience, and additional modules that lives within the PDP and Cart Drawer.
ROLE
Product designer
TIMELINE
Jul ' 23- Jul ‘ 24
TEAM
UX Designer (me)
UX Designer (Eunji Nam)
PM (Faith Mamaradlo)
3 Engineers
DO. Marketing (Nick Sanetra)
Business Goals
What are the brand's expectations as a result of implementing product bundles?
01
Increase Average Order Value (AOV)
How do we increase the cart value for users that already have sneakers in their cart?
02
Offer multiple promotional strategies
How can we offer a range of promotional bundling strategies such as BOGO, seasonal, and build your own bundles?
03
Offload Inventory
How can we help offload old items from the warehouse using bundling strategies?
Design brief for
Product Bundling
How might we trigger a product bundling solution only when a user already has a sneaker in the cart?
01
Visually Strong
How can we ensure that the user will interact and engage with the bundle offers?
02
Extremely Flexible
How can we create a thorough experience that is flexible enough to accomodate different product types, dynamic pricing options and seasonal promotions?
03
Easy to Navigate
How do we use key words and direction to create a straightforward experience for our users?
Early Research &
User Interviews
We conducted 9 one-on-one Semi-Structured interviews with our customers. The objective was to understand how users feel when they are presented with a bundle and what would motivate them to complete their purchase.
Affinity Map
Idea Validation &
Testing
We wanted to test the validity of a bundle by developing a simple add on experience within the cart drawer
01
Iteration 1
Offering a single product bundle option
User adds a sneaker to cart -> Bundle Module appears in the cart drawer -> User adds items from the bundle -> Items appear in the cart with discount added
02
Iteration 2
Offering 2 product bundle options
Why I designed this:
Providing additional education about how the bundle works will benefit user
Having the bundle modules closed at first will reduce choice anxiety
Creating a more streamlined process to select between the two bundle options
Giving the bundle a unique name may make the bundle stand out more
Early Testing &
Results
The results from our A/B test (4 weeks running) and GA metrics looks incredibly promising from just offering two bundle options.
01
Increase in AOV and click on Checkout
12% increase in AOV and 17% increase in checkout clicks
02
Great Bundle Attach Rate
15% attach rate observed for both bundles
User Testing
and improvements
01
Interview Breakdown
How do our users feel when presented with both bundling options?
02
Pain Points
How can we tackle the pain points presented by our users?
Key User Problems
Analysis
What are the problems that our users are facing when interacting with bundles?
01
Clear direction and instructions
Users require clear instructions outlining the promotion and discount received
02
More product details
Users want to see more product details (sizes, all colorway options, product descriptions and pictures) all within the product module
03
Autonomy on product options
Users want to have a choice on the bundled products so they can purchase products they actually want
04
Clear Discount
Users want to see the amount they wil be saving as early as possible
Designing a Pop Up
and why?
How can we design a pop up experience that is less intrusive to the checkout experience, but provides enough flexibility to accomodate different strategies and enough information for the user to complete building the bundle ?
01
Providing just enough autonomy
We can provide options for preset bundles, but also give the user to ability to select products from scratch. In this case, the user can select products they actually want, ensure the bundle fits within their price range, and enjoy a gamified experience that builds curiosity.
02
Evaluating Real Estate
Building a pop up experience that is triggered after a user adds a sneaker to cart will allow for a continuous checkout flow, and provide enough real estate to incorporate all essential elements. Within the desktop module, I created enough space for 24+ swatches, 8 sizing options, 2 product images, a small description and a drop down size guide. (New UI after brand change)
Final Pop Up Designs
for Bundling
The deliverables for this projects include a mobile pop up bundle, desktop pop up bundle, mobile in cart & PDP modules
01
Mobile Pop Up Build Your Own Bundle
Step 1: User adds a sneaker to the cart and the bundle pops up. The module is visually engaging to force engagement, and a clear call out on the amount they will save.
Step 2: There is a clear direction with heading and copy prompting users to add their first item. The amount saved and new price is highlighted and stands out.
Step 3: User customizes their first item by selecting their product preferences. This module allows the user to learn more about the product, and see all color options.
Step 4: User is prompted to select the second item in their bundle, similar to the previous step. The stepper indicates that they are near the end of the bundle
Step 5: User customizes their next item by selecting their product preferences. Here we made space for extra underscrub options.
Step 6: User has completed the bundle and can see all of their previous selections, how much they saved per item and total.
02
Desktop Bundle Pop Up
Here is an example of our desktop bundle being used for a GWP
Pop Up Bundle
Testing
We tested this experience with different promotions for a 2 month period.
01
Bundle Attach Rate
Offering more product bundles and discounts increase the total bundle attach rate by 5%
02
Conversion Rate
The pop up bundling experiences for Desktop increased the conversion rate by 16%. Unfortunately, we did not see a similar number for the mobile experience.
User Testing &
Analysis
We interviewed 20 customers (10 Desktop & 10 mobile)
01
Desktop Experience
Users were interested in the pop up experience and interacted with all steps, and even added the bundle to their cart seamlessly
02
Mobile Experience
Unfortunately, 6 of our users immediately clicked out of the pop up as their natural response. They did not look at the module to see what was offered, however they clicked on the bundle button within the cart drawer, and then interacted with it from there.
Supporting Designs
& why
I built additional experiences that would live within the Product Page and Cart Drawer that users can choose to engage with. This gives mobile users the option to add products as they like.
01
PDP Upsell
A Make it a set section will allow users to see what else we can offer for a discount.
02
Cart Drawer Bundles
Key Takeaways
Analysis
01
If I had more time..
I would have preferred to conduct a more extensive user testing session with the mobile version of the pop up to ensure that all users were satisfied with the experience.
02
Overall
I'm extremely happy with my entire process, and stoked by the results that we achieved during this time. We successfully increased the overall AOV by 16%, were able to use the module for a wide range of promotional strategies, and offloaded many products.
