Analysed how users evaluate bulk
Created and evaluated multiple options
Defined phase wise UX/UI final designs
Assisted in setting right evaluation criteria
Bulk needs are specific
Analysing user evaluation across buying journey, I identified how customers evaluate for bulk needs.
Quantity needs:
I need X quantity (Availability)
Most efficient for X quantity (Price)
How to manage X quantity (Returns)
Challenge
Making it easier for users to discover quantities, savings and key decision factors to make confident buying decisions based on their needs.
My role
As a UX owner, I closely collaborated with research, catalog & pricing teams, came up with revamped UX/UI proposal and helped drive experimentation process
Team
UX POC (Myself), Product manager, Pricing team, Catalog team & tech team
Highlights
Launched world-wide
Key outcome
$175MM+ Business impact
22% increase in engagement
900k+ bulk unit orders
Approach
As a revamp project, my key approach was to dive deep into existing behaviour of bulk experiences and exploring user centric ideas to make bulk easy to discover and evaluate
Bulk is unclear and non discoverable
Analysing user evaluation across buying journey, I identified how customers evaluate for bulk needs.
Quotes
“A lot of those things are just about the same price as personal. Only way to get a good benefit of it is by buying a lot of same item in one shot”
Negatives
“Having an option to expand the drop-down menu on the bulk without having to leave the detail page…"
Exploring unified bulk UX across homepage, search results and detail page
For Home page, I explored solutions around early bulk discovery within the product face-outs, adding bulk info upfront or within quantity selector, as more intent driven approach
Friction & Alignment
There was clear alignment to add quantity selector along with CTA, to bring efficiency to the intent driven mental model of users
On Search results page, I explored solutions around early bulk discovery within the product face-outs
Friction & Alignment
Most of explorations on search were deemed as unfeasible due to unclear user intentions and clutter within the face-outs
On Detail page, I explored hoe we can transform existing single unit price focus to a more integrated pricing block where units can begin from 1 to other relevant quantities
Friction & Alignment
Among the options explored, tech and product teams were inclined to keep single unit pricing, while presenting relevant bulk options due to risk of high tech effort and high change in user behaviour. UX weighed few options and defined a phase wise incremental approach
Negatives
Proposal
Creating a unified intent driven bulk discovery and evaluation experience in the key buying journey flow
Key components, friction & alignment
Bulk badge: After series of back and forth with central search, we were able to introduce a offer badge within face-out design system
Qty selector: Based on past personalisation and behaviour data, we decided to have selector and add button next to each other.
Bulk drop down: Working with pricing team, for initial phases, we worked on the component to display relevant bulk savings in tiers. Our next steps is to include relevant options based on behaviour
Buy more, Save more: We worked with catalog and pricing teams to ensure we have right data accuracy regarding total savings, price per unit for recommended bulk options
Key bulk data in buy-box: Capturing accurate meta-data from catalog teams was challenging due to technical constraints. We evaluated best suitable option, while pushing catalog teams to prioritise improving catalog accuracy for next phase
Live experience
The bulk experience was tested and launched world-wide across 8 regions
Key user flows
Mapping bulk experience based on customer's bulk intents
Created by Gautam Chaitanya