Overview
Bundle purchases and units-per-transaction (UPT) were decreasing on the Brooklinen site, so there was a need for our team to explore ways to help/encourage users with the process of putting a complete bed set together. While our retail stores have a very guided experience due to the help of the store associates, the e-commerce experience can be a bit overwhelming as the user navigates alone. Through user interviews, I was able to validate key user problems and proposed the release of a new site feature, Shop the Look.
Results
An MVP release showed us that Shop the Look inspired users to purchase, driving 2-3x conversion (CVR). Additionally, Units-Per-Transaction (UPT) increased 33%.
My Role
• Sole Product Designer
• Generative User Research
• UX Strategy
• Prototypes
• Visual Design
My colleague and I co-led a 30 person research study, where we interviewed both customers and potential new users via Zoom about their experience on our site. Together, we took hundreds of sticky notes worth of insights and synthesized the information into the most actionable pieces of information.
I was able to use this research to pinpoint some of the key user issues as it relates to making a full bedding purchase.
Some key themes:
An experience map helped me to identify where along the user journey our customers were having the most trouble and why.
I put together the key use cases that my design solution could potentially solve for:
With each key use case in mind, I explored different concepts.
The Primary Challenge:
Currently, our bundles are a fixed set of products. The ability to customize is fairly limited and this really narrowed the scope of what I could do. I explored solutions within this framework, but I also did extensive exploration to illustrate to stakeholders what could be if we were to change our rigid bundle structure.
Following reviews and conversations with key stakeholders, we felt that a "Shop the Look" experience was the best path forward.
Here are our main reasons:
I identified many ways a Shop the Look feature could be utilized throughout the user journey. My PM and I felt this solution had the most reach.
While exploration into what could be if we were to uproot our bundle structure was exciting to consider, those solutions were just not feasible for the business.
Many of my concepts could be even more impactful by incorporating Shop the Look. Establishing Shop the Look as the first release left plenty of room for next steps.
We recently launch an MVP of this feature in order to measure key results and help us determine how we'd continue to iterate this experience in the future. It was critical that the MVP was able to support our bundle products, which led us to this tabbed PDP experience.
The MVP test showed us that this feature inspired users to purchase, driving 2-3x conversion (CVR).
Units-Per-Transation (UPT) went up 33%.
44% of users that interacted with the feature were new to our site (~97% of sessions are typically new users). Capturing new customers is a huge focus of the business.
Shop the Look successfully improved our KPIs, but there is opportunity to increase visibility on site. I'll be doing further exploration on ways to add Shop the Look touchpoints to the user journey.
