Build Your Own Bundle
Lume is a disruptive DTC personal care startup that was founded in 2018. The company saw success with predefined bundles and multipacks due to their value for customers, and wanted to find additional ways to increase LTV (lifetime value) and AOV (average order value).
The Objective
Increase LTV and AOV by giving customers the ultimate flexibility to build a bundle they see fit through a buy more, save more model.
The Challenge
Limit cognitive load while communicating savings and allowing product selection from the entire SKU catalog. Limit cannibalization from the current bundle offerings and ensure Build Your Own Bundle is a net positive.
Clickthrough Instructions:
Scroll to and open Cream Tube Deodorant + Sweat Control accordion, select Clean Tangerine
Open Body Wash accordion, select Unscented
Scroll to Wipes, select 15 Count Wipes
Scroll to Soap, select Peony Rose
Scroll to Body Cream, select Lavender sage
Review Bundle
The Bundle Offerings
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Multipacks
2, 3 or 5 packs in fixed product and scent. No mix and matchability.
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Build a Bundles
Curated and fixed multi-category bundles with only scent customizability.
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Build Your Own Bundle
A NEW concept! Total and complete customizability. Pick up to 10 products.
Known Knowns
Top AOV & LTV Experiences
Subscriptions are high customer lifetime value experiences, Shop by Concern (on the Shop Page) has a high CVR and AOV.
Future Additions
Need to make room for future initiatives and experiences like a rewards program, quiz and new mini sampler bundles.
New Additions
Mando (men’s spinoff brand), Lume Social Club and Curated Bundles are new initiatives and experiences that are not prominently featured on site.
Considerations
SKU Count
There will be a total of 48 SKUs spread across overarching categories and subcategories.
Inconsistent Pricing
Pre-curated Build a Bundles and Multipacks recreated in the Build You Own Bundle experience could result in inconsistent pricing.
Bundle Cannibalization
How will Build Your Own Bundle affect demand for our current pre-curated Build a Bundles and Multipacks?
Fulfillment
What is the maximum number of products our biggest box size can hold?
Margin Reduction
If large Build Your Own Bundles with deep discounts become the norm, how will it affect margins?
Unable to Subscribe
Due to technical limitations, Build Your Own Bundles are not subscribable. This could affect LTV (lifetime value) prospects.
EXISTING BUNDLE USER TESTING
“I’m not really into any of these bundles. I think I would rather do this [in reference to a Build Your Own Bundle inline banner]. That way, I can get exactly what I want.
— Courtney, user testing participant
Success Metrics
Click Through Rate
While clicks may be redistributed between links, we’d like CTR to improve to our various Collection and Bundle pages.
Conversion
Ultimately, we want users getting to what they want quicker to make a purchase.
Average Order & Lifetime Values
By featuring new higher AOV & LTV paths such as Build Your Own Bundle and Subscribe & Save.
The Process
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After a concept is generated, key questions and known unknowns are formulated. Existing data is identified and scoured to help answer those key questions. These may come in the form of:
Traffic logs
User surveys
Customer service requests
Previous user research
Previous and relevant A/B tests
Marketing analytics
From there, any gaps and relevant research methods are identified before crafting a research plan.
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Informed by A/B testing results, clickstream analysis, session recordings, and moderated user testing, new UI concepts are created to help mitigate any monetary and UX performance shortcomings.
From there, new concepts are user tested before moving anything into development.
User research methods used:
Qualitative attitudinal methods: User interviews
Qualitative behavioral methods: Moderated user testing, session recordings, heat maps
Quantitative attitudinal methods: User surveys
Quantitative behavioral methods: A/B testing, clickstream analysis
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Experiment designs are crafted in close collaboration with product management and marketing.
Testing plans include:
Success metrics
Number of variants
Testing inventory needed
Traffic allocation
Experiments are then slotted into the experimentation roadmap.
Design Iterations
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![A design iteration of Lume Deodorant's new Build Your Own Bundle web experience using a tabs and horizontal scroll]()
Tabbed Subcategories + Horizontal Scroll
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![A design iteration of Lume Deodorant's new Build Your Own Bundle web experience using filters and horizontal scroll]()
Filter Subcategories + Horizontal Scroll
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![A design iteration of Lume Deodorant's new Build Your Own Bundle web experience using filters and a stacked layout]()
Filter Subcategories Stacked
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![A design iteration of Lume Deodorant's new Build Your Own Bundle web experience using accordions]()
Accordion Subcategories
Test Results
CVR +5% 🛒
AOV +$8 (+18%) 💸
75% unlock highest discount tier
Future Tests
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Play With Order
Change order of categories as well as links within categories.
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Shop by Scent
Although it does not perform on the Shop, see if it performs better in the nav.
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Comparison Modals
Already featured on Collections and Shop, it may aid new users.
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