Brooklinen: Streamlining Bundles

Overview

There was a strong push from leadership to pivot back to what we do best: Luxe Hardcore Sheet Bundles. My team was asked to explore ways we could improve conversion (CVR) rate of this key product.

Results

The release of the new bundle builder resulted in a 9.3% increase in bundle conversion rate.

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My Role

• Design Exploration
• Prototyping and User Testing
• Final Designs
• Data Analysis/Feature Optimization

Existing Solution

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.

Team Brainstorm

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.

How Might We...

How might we make the process of making bundle selections as seamless and simple as possible?

Exploration

Following the brainstorm, I did extensive 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.

Our data showed us that 70% of users buying bundles were buying all components in the same color. The third variation optimizes that primary experience by auto-populating bundle components based on just one size and color selection.

Accordion style component selection.
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Steps as a slider within a single page.
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Bundle components auto-populate.
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Usability Test Designs

This is the design that I did usability testing on.

The user can click a color and size just one time and the bundle components will populate for them. What was previously 5 steps became one simple click.

If they want to mix and match colors, the user can then edit their selections via a modal.

Usability Test Results

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.

Results

After releasing and making some iterative tweaks, the results of our A/B test showed a +9.3% increase in bundle conversion rate 🎉.