New Product Bundle
THE Opportunity
What I found
Business Problem
Smart Spaces noticed that units per order (basket size) was only at 1.5 per customer which fell short of our quarterly target as did our (O-Team installation) service attachment rate at a dismal 2%.
This was evident across both our single device and collection pages.
THE APPROACH
How I fixed it
Hypothesis
I hypothesised that a new product which would allow customers to purchase an installable product bundled together with our installation service would present better and create a more seamless journey for the customer. This should help improve our service attachment rate.
In addition to this I wanted to revisit the way in which we allowed customers to add more to their single device, bundle or collection to make it easier for them to purchase multiple items at one time and improve basket size.
Measures of Success
My goal was to increase basket size to 2.3 units per order and service attachment rate to at least 3%.
STEP 1
Content Audit
Immediately I realised that if we were going to be applied to the current collection template then it would need to be redesigned so that it could present products in both a small and large collection more effectively for the customer and allow for the upselling of additional products. This new template would also need to work for a single device and of course the new bundles.
Secondly there was no existing component for O-Team installation and so our current product card would need to be redesigned so that it could accommodate this service.
STEP 2
Ideation
I began by thinking about what the ideal components and layout would look like and started ideating a few design concepts.
It didn’t require a lot of ideating to formulate a solution for this product as it was quite straightforward what components would be easier for a customer to view and add more products.
STEP 3
Feedback & Approval
I presented my design at Peer Review (our internal feedback session) where I was provided with approval for my approach allowing me to brief in the developers.
THE SOLUTION
What I did
The initial DoD included new component designs for a:
- UI refresh
- Updated interaction pattern - cards were displayed in a horizontal carousel as opposed to stacked which took the page from a scroll depth of 9420px to around 5000px.
- Updated interaction pattern - rather than scrolling down to add any extra products customers were met with a modal where they could add additional products. The bundle was built out on the page so customers could have more visibility of what they were doing.
- Consistency - the new product was then rolled out across the Cart, Checkout and Account pages.
THE CHALLENGES
What I learned
After the project I reflected on the following challenges:
- The biggest challenge was definitely creating a template which was flexible enough to suit either one product as well as a large collection which was especially difficult on mobile.
- Additionally it was important to strike a balance between clearly communicating what was being offered in the current bundle and showcase any additional extras without cognitively overloading the customer.