The spark for this project was a strong push from the company to go back to what we do best: Luxe Hardcore Sheet Bundles. My team was tasked with exploring ways we could improve conversion (CVR) rate of this key product, specifically for customers who have never purchased from Brooklinen before.
This was a very collaborative effort across analytics, product management, design, and development. We kicked off by looking to the data, which showed us that 70% of bundle purchases are single color. This lead us to our hypothesis: Making an easy-to-use experience that allows users to ‘build a bundle’ in as few steps as possible (while still allowing them to mix and match colors) will reduce friction in the bundle building process and make users more likely to convert.
The existing bundle selection process required the user to move through multiple steps, selecting each component of the bundle one at a time. If the user felt that they wanted to edit something upon arriving to the "Review" phase, they would need to go through the process again. It was cumbersome, and required a lot of clicks.
We kicked this off with a brainstorm including both product design and product management. The aim was to identify key issues with our existing bundling solution that might hinder the user from moving through the process easily. Our primary focus was on improving CVR.
Following the brainstorm, I did fairly extensive competitive analysis and wireframe exploration. I narrowed my solutions down to 3 unique variations that focused on minimizing cognitive load for the user, as well as reducing overall clicking.
Testing the above design on usertesting.com resulted in very positive feedback, which gave us validation and confidence in moving forward with this design. 16 of 18 users felt that the experience was 5/5 easy-to-use. Users commented that the experience was intuitive, they liked the mix and match feature, and they liked to see the itemization of products in the "Review" section.
After releasing and making some iterative tweaks, the results of our A/B test showed a +9.3% increase in bundle conversion rate 🎉. This bundling solution can be viewed live on the Brooklinen website today (note: some additional edits on the PDP may exist on the live experience).
VIEW THE LIVE SITE
