Increasing Conversion and Average Order Value Through Smarter Combo Deal Experiences
Primary Business Goal
Boost revenue by making combo deals clearer, more visible, and easier to use—encouraging users to choose bundles over individual items or abandoning their carts.
Problem Statement
users struggled to understand bundled products. Unclear pricing, hidden value, and limited control over customization created decision friction, making combo deals feel confusing and hard to trust. This led to drop-offs, abandoned carts, and missed upsell opportunities, ultimately impacting conversion rates and average order value (AOV).
Strategy & Role
I led the redesign of the bundle experience by identifying key decision friction points across the purchase journey and translating them into clear, actionable experience improvements. I worked closely with product and engineering teams to simplify bundle structures, improve pricing clarity, and introduce flexible customisation options that better aligned with user expectations.
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I facilitated cross-functional alignment to ensure that upsell goals were integrated seamlessly into the user experience, while maintaining clarity and trust. Through iterative validation and design reviews, I ensured that the solution addressed both business objectives and user decision-making needs.
Primary Persona
Jessica - Deal-seeking, digitally comfortable shopper who value simplicity and control
Journey map of Jessica - Gathered insights from user interview
We used heuristic evaluation, competitor analysis, and micro-surveys to identify usability gaps, benchmark patterns, and validate key pain points in bundle discovery and decision-making.
Diagnosing Usability Issues through Heuristic evaluation
1
Ambiguous "combo" labels
Confuses users about what’s included
2
No customization for combos
Frustrates users expecting control
3
Lack of savings highlight
Missed persuasive opportunity
4
No tooltips or inline help
Cognitive overload, potential confusion
5
Visual clutter in price section
Hard to parse actual value vs. original price
6
Compare Combo Deals
Comparison view of multi combo deals
7
Estimated Delivery Timeframe
Lacks clarity on expected delivery timeframe
Competitior Analysis of flipkart Combo Deals
1
User Rating Visibility
User Feedback Visibility and Rating Indicators
2
Trust & Credibility Badge
Trust Signals and Platform-Endorsed Badging
3
Prominent Pricing & Discounts
Prominent Price Anchoring and Visual Contrast
4
Savings Emphasis
Discount Framing and Value Proposition Messaging
5
Visible Product Quantity Information
Information Clarity on Item Count
6
Flashing timer for quick purchase
Flashing countdown timer to create urgency for quick purchase
We introduced a quick on-page micro-survey to capture user pain points and uncover key needs.
Synthesised user insights, prioritised key findings, and removed redundancies to ensure clear, actionable outcomes.
Design Solution
Impact (A/B Testing & Analytics)
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Increased combo deal conversions by 85% following the redesign
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Reduced drop-off rates by 90% across the purchase journey
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Improved user understanding and purchase completion by 80% for combo deals
