Bundle Design on PDP
D2C E-commerce design Whirlpool EMEA. New design bundle promotion on PDP for Whirlpool & Implemented in EMEA Regions.
PROJECT BACKGROUND
Bundling features on PDP Whirlpool Poland
D2C E-commerce design UX Specialist EMEA
Whirlpool Poland's website has a dedicated page for bundled products as part of their promotion strategies. In our bundle design, we offer a combination of one to two or more individual products or services sold together as a package, usually at a discounted price. Product bundling can take different forms, such as combining product kits or multiple categories of products.
Study shows that brands often bundle complementary products to sell them together, leveraging the popularity of their top sellers. Products can be bundled as upselling (suggesting a higher quality or quantity of the same product) or cross-selling (promoting related products as additions or accessories). However, according to the Baymard Institute, only 32% of websites provide enough information for cross-selling. Most e-commerce sites fail to utilize bundled offers effectively for increased sales. Successful bundling requires careful planning and strategy.
Role
Team
Platform
Project Timeline
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UX research
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UX/UI Designer
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UX Specialist
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Product owner
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Buiness analys
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Engineer FE, BE & QA
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Scrum master
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D2C leads EMEA
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CRO
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Desktop
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Three weeks until sprint
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September 2022
THE GOAL
BOOST E-COMMERCE SALES BY OFFERING CUSTOMERS ADDED VALUE THROUGH PRODUCT BUNDLING
1. Simplify Marketing
Product bundling is a great strategy for companies looking to boost their online sales. By making that every product in a bundle adds value to increase the effectiveness of the bundling strategy and encourage customers to buy.
2. Make it Personalized
Today's customers expect exceptional experiences that are tailored to their needs. Users can increase the likelihood of purchasing by providing personalized recommendations based on their recent activity. Research has shown that personalized experiences highly appeal to customers, with 90% finding it attractive. Therefore, it's imperative to focus on personalizing your products to achieve your goal of boosting sales.
3. Enhence customer experence
Product bundling is a great strategy to adopt for your e-commerce store. It's a win-win solution for the company and the customers. By bundling products together, Whirlpool customers can find better deals quickly, and you can close a sale faster, gaining a happy and hopefully recurring customer.
USER RESEARCH
CUSTOMER JOURNEY MAP
Following the meeting with D2C leads for WHR Poland, I collaborated with the product owner, business analyst, and lead tech to determine the best UX features that could be smoothly integrated into our Bundling features. This involved creating user journeys, conducting trend research, and desk research to identify the most optimal options.
Image 1: User research by teams using MIRO and Figma
Image 2: Customer Journey Map
BENCHMARKING
TREND RESEARCH
This website suggests items based on the colour chosen by the user.
These features display additional products aligned with user preferences, encouraging exploration and higher AOV. An impressive mini-cart upsell enhances the shopping experience.
Image 3: Sample Bundle for cosmetic e-commerce
Users should be able to expand bundles by clicking an arrow icon.
Use pop-up suggestions to show customers related products that complement or are necessary to use with the initially selected product.
Be sure to offer customers a true discount
Image 4: Sample bundling from mediaexpert poland
VTEX e-commerce platform
Whirlpool has recently announced that it has selected VTEX as its preferred e-commerce platform. VTEX is a comprehensive solution that enables businesses to create and manage their online stores with ease. With VTEX's advanced features, you can effortlessly handle product management, design your digital store, process payments, receive purchase orders, and consolidate user information.
Image 5: Possibility of sample bundling
from V-TEX
OPPORTUNITES
KEY FEATURES OF UI/UX
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Conduct A/B tests to find the most appealing product combinations, products, and categories. Compare the interface on the product detail page.
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There is a possibility to offer bundled packages on the promotion page.
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Comparing how different bundles perform will help you understand what your customers want.
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There are chances to display expandable box features by using arrows to indicate bundling.
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It is crucial to clearly state the terms and conditions of the bundle so that all relevant information is provided.
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Users can select items for each progressive discount.
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It is crucial to display detailed progressive prices and discounts before finalizing the purchase.
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Opportunities to use pop-up suggestions to show customers related products.
"How might we elevate to reduce inventory waste and simplify marketing by creating bundling packages to maximise customer shopping experience?"
Site-Mapping
Image 6: Site Map
WIREFRAMING
LOW-FIDELITY
Image 7: Wireframe for Progressive discount on Promotion page
Image 8: Wireframe for bundling package on product detail page
Through wireframing, we discovered an opportunity to provide customers with a progressive discount by allowing them to create their own bundles based on categories and filters. On the Product detail page, users are presented with a unique opportunity to unlock progressive discounts by choosing selected items that complement their main product. The bundling package, which appears after the call-to-action, encourages users to explore and discover all the exclusive options available to them.
USER TESTING
A/B TEST FOR BUNDLE ON PDP
Image 9: High-fidelity bundle design variant 1 on product detail page
Design 1
With this design variant, I added a final box that details prices, discounts, and a compelling call-to-action to check out the bundling package. While providing all the necessary information is essential, we also understand the importance of offering more products for users to select additional bundling options.
Design 2
The final design for the bundle on the product detail page is truly inspiring. I acknowledge that by designing with a layout, it is more visible for Whirlpool users. Users are provided with expanded options by clicking the arrow, enhancing their overall experience.
Image 10: High-fidelity bundle design variant 2 on product detail page
HIGH FIDELITY
MOCK-UP BUNDLE ON "PROMOTION PAGE"
Image 11: High-fidelity for bundling on promotion page with all categories closed.
Image 12: High-fidelity for bundling on promotion page when users choose their product on each progressive discount
On the Promotion page, we try to empower Whirlpool customers with the freedom to choose from a range of products and create customized discounts. With a flexible bundle like this, you can provide a unique and personalized shopping experience that exceeds their expectations.
HIGH FIDELITY
MOCK-UP FINAL FOR BUNDLE ON PDP
Image 13: Mock-up on PDP: The bundle is closed.
Image 15: Mock-up bundle on PDP with 25 % discount
Image 14: Mock-up on PDP for a bundle with 15% discount
Image 16: Mock-up bundle on PDP with 90 % discount
LEARNING POINTS
1. To leveraging features
As designers, we have the opportunity to improve user experience by introducing features that boost marketing and inventory management.
2. Let users build their own bundles
Offering product bundling options can give customers more choices and allow you to optimize your offerings while removing outdated items. By studying market trends and customer budgets, you can customize your advertising to target your audience better. However, this bundle also allows a company to offer flexible bundles, allowing customers to choose three out of six items for a personalized progressive discount.
3. From bundle to left shopping chart service opportunies
During user research, we found that adding bundling features can help solve customer problems when they add items to their shopping cart. Customers could be given a sample item to add to their cart as a reminder for bundling.