Overview
Over time, promotional strategy at Brooklinen evolved in complexity as new sale types were introduced and tested. As a result, our existing method of communicating these savings to users also grew to be complex and confusing. I identified an opportunity to streamline and consolidate the price messaging for the betterment of the business and the user experience, and successfully achieved alignment with stakeholders and buy-in from leadership to make this change.
Results
The release of the new, consolidated version of price messaging resulted in a 9% increase in conversion rate on the site and saved the digital product team many developer hours that were once spent tackling bugs/implementing pricing changes when new sale types were introduced.
My Role
• Sole Designer
• Strategy
• Stakeholder Alignment
• Design Delivery
Previously, the main strategy in communicating value to users was to explicitly state all the different discounts being applied to a given product. Great in theory, but gets messy quickly when start to stack 2 and 3 discounts onto a product, which is where the business was headed in terms of promotional strategy. This is is messy not only for the user, but for everyone involved in regular maintenance of the site–development, site-ops, design, planning, etc.
Below you can see what started to happen as our promotional strategies became more and more complex.
I met with key stakeholders–primarily planning, site-ops, and development–to make sure I had all of the important information required to communicate the problems and propose solutions. Here's some of what I wanted to understand and capture:
I found that creating tables like the one below was a really successful way of communicating with different stakeholders. Diifferent audiences had different levels of knowledge around this complex topic and these tables were key in getting us all aligned on the issues and the opportunities for change.
Problem areas were highlighted in red and focused our conversations.
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By consolidating our promo messaging to one single price pill that shows a total percentage discount, users will have more clarity and get a greater sense of overall value, making them more confident and likely to purchase.
Through additional rounds of review, we were able to align on a very consolidated approach that resolved all of the issues and made for a much clearer, concise description of the products savings. Side-by-side you can see the before and after that we A/B tested:
Following the release of the consolidated price messaging, site conversion rate increased 9%.
The digital product team has saved many developer hours that were once spent tackling bugs from the previous design.
The simplified strategy has made it much more manageable to accomodate new sale types throughout 2025.
