Revitalizing the Product Bundles experience on Bose.com.
E-Commerce
Music
Project Goal
Bose's Product Bundles category was not performing well enough. They hired Accenture Song to determine why this was the case, and to propose solutions for how to better position this product line on their site.
My Role
My role was to audit the existing experience, determine pain points and opportunities, and visualize future-facing methods to showcase the Bundles category. The audit portion was crucial in gathering insights that would inform our later recommendations and design concepts.
Themes
Through our research, we found that Bundles were not being surfaced in key areas of the site. We also noticed that many of them lacked discounts or a strong use case to entice the user to purchase.
Key Improvements
We prototyped a few different ways to better integrate Bundles into the site experience without requiring major dev changes. This included recommending Bundles alongside accessories in product carousels, and suggesting a "Build Your Own Bundle" feature that could be launched via the PDP.
We also modified the Bundles PDP by combining description modules, effectively reducing page height and making the content more relevant to the bundle itself.
The Results
After our engagement, the Bose team implemented several of our recommendations. They made discounts more prevalent (22 out of 24 in total), and eliminated low-performing Bundles. On the PLP, they added badging to identify Bundles on product cards, and categorized them by use case such as "Travel" and "Home Theater."
