Introduction
Blueland creates eco-friendly cleaning products designed to reduce single-use plastic.
—The Challenge
Blueland offered pre-built kits, but customers couldn’t choose which products to bundle. A customer insights survey revealed strong interest in a customizable bundle experience—especially one that lets users choose scents and clearly displays discounts. The existing flow lacked flexibility and personalization, making it harder for users to complete purchases and to boost average order value.
—My Role
As the UX designer, I led the end-to-end Build a Bundle feature—from discovery and concepting through prototyping and dev handoff. I collaborated closely with Product, Growth, CX, and Engineering teams.
—Design Process
Research & Insights
CI survey results and support tickets
Audited competitors’ bundling experiences
Wireframes & Iteration
Explored multiple bundling models
Tested prototypes with users
Prioritized simplicity and transparency in decision making
Hi-Fidelity Design
Applied Blueland’s design system
Designed flexible, reusable components
Included accessibility considerations
—The Impact
Increased average order value
By showing real-time savings during bundle creation, the experience incentivized upsells and improved product discovery—encouraging cross-category bundling.
Increased Engagement
User interaction with scent options was high, demonstrating strong interest in personalization.
Fifty percent of users added extra products to reach the next discount tier.