Build Your Own Bundle Experience
Brand: Epicure Project: Mobile-First Bundle Builder Role: Product Designer Year: 2024
Brand: Epicure
Project: Web Mobile Experience
Role: Product Designer
Year: 2024
One of Epicure’s flagship products is the Meal Solutions, traditionally sold in sets of three sachets. However, research conducted with brand Ambassadors revealed key customer pain points: the 3-unit pack often forced customers to buy more than they needed, created storage challenges, and limited their ability to try different flavours. These issues contributed to reduced engagement and interest.
One of Epicure’s flagship products is the Meal Solutions, traditionally sold in sets of three sachets. However, research conducted with brand Ambassadors revealed key customer pain points: the 3-unit pack often forced customers to buy more than they needed, created storage challenges, and limited their ability to try different flavours. These issues contributed to reduced engagement and interest.
Strategy
Strategy
To address these challenges, Epicure focused on developing a ‘Build Your Own Bundle’ (BYOB) tool that would give customers the freedom to personalize their product selections. Insights from the sales and logistic teams revealed that, to ensure the model remained sustainable, each bundle would need to include a minimum of five and a maximum of seven Meal Solutions. Within these guidelines, the tool was designed to increase perceived value, enhance flexibility, and reduce the risk of cart abandonment due to limited product combinations.
To address these challenges, Epicure focused on developing a ‘Build Your Own Bundle’ (BYOB) tool that would give customers the freedom to personalize their product selections. Insights from the sales and logistic teams revealed that, to ensure the model remained sustainable, each bundle would need to include a minimum of five and a maximum of seven Meal Solutions. Within these guidelines, the tool was designed to increase perceived value, enhance flexibility, and reduce the risk of cart abandonment due to limited product combinations.
Expectations for the BYOB Tool
Expectations for the BYOB Tool
It was designed with both customer experience and business impact in mind. Key goals included:
It was designed with both customer experience and business impact in mind. Key goals included:
Increase Average Order Value
Improve Inventory Management
Promote Smart Product Pairings
Support Smaller Households
Prototype in Action
Prototype in Action
To validate the experience before development, a high-fidelity prototype was created using interactive variables and conditional logic to allow testers to interact with real conditions of the BYOB tool and provided valuable feedback on usability, flow, and clarity before handoff.
To validate the experience before development, a high-fidelity prototype was created using interactive variables and conditional logic to allow testers to interact with real conditions of the BYOB tool and provided valuable feedback on usability, flow, and clarity before handoff.
SEE MOBILE PROTOTYPE
Design Sprint Process
Design Sprint Process
With limited time to deliver, I structured the project into focused design sprints to gather early feedback. Familiarity with the design system allowed me to skip steps like wireframing and jump straight into prototyping. The first sprint prioritized rapid ideation and interaction design, enabling us to test real logic early on. This gave stakeholders a tangible feel for the tool, which led to strategic shifts as they experienced its potential. These fast iterations helped clarify business needs and guided the project toward a final version that balanced user experience with feasibility, within a tight timeline.
With limited time to deliver, I structured the project into focused design sprints to gather early feedback. Familiarity with the design system allowed me to skip steps like wireframing and jump straight into prototyping. The first sprint prioritized rapid ideation and interaction design, enabling us to test real logic early on. This gave stakeholders a tangible feel for the tool, which led to strategic shifts as they experienced its potential. These fast iterations helped clarify business needs and guided the project toward a final version that balanced user experience with feasibility, within a tight timeline.
Sprint Week 1
Rapid Ideation
Defining constraints, and building an initial interactive prototype to align quickly with stakeholders.
Sprint Week 2
Feedback & iteration
Reviewing feedback from both internal testers and stakeholders, refining the user flows to adjust the experience based on new business insights.
Sprint Week 3
Final Design to Handoff
Final designs and MVP prototype were completed and approved. Developer-ready assets delivered to fast-track the next stage of implementation.
User Flow
User Flow
The user flow was designed to minimize friction and guide customers through the BYOB experience as smoothly as possible.
From selecting Meal Solutions to reviewing the bundle, each step was streamlined to reduce cognitive load and help customers making quick decisions.
The user flow was designed to minimize friction and guide customers through the BYOB experience as smoothly as possible.
From selecting Meal Solutions to reviewing the bundle, each step was streamlined to reduce cognitive load and help customers making quick decisions.
Desktop Experience
Desktop Experience
With 87% of Epicure’s audience on mobile, initial efforts focused on optimizing for smaller screens. Still, the desktop experience maintained the brand’s clean, familiar visuals, offering a clear and intuitive way to build bundles.
With 87% of Epicure’s audience on mobile, initial efforts focused on optimizing for smaller screens. Still, the desktop experience maintained the brand’s clean, familiar visuals, offering a clear and intuitive way to build bundles.
Designed for Easy Access
Designed for Easy Access
Epicure’s Hotjar heatmap analysis consistently showed that customer interactions were strongest in the top navigation, top banners, and search bar. Based on these insights, the bundle container was intentionally positioned above the fold on desktop, ensuring high visibility to maximize interaction and optimize user experience.
Epicure’s Hotjar heatmap analysis consistently showed that customer interactions were strongest in the top navigation, top banners, and search bar. Based on these insights, the bundle container was intentionally positioned above the fold on desktop, ensuring high visibility to maximize interaction and optimize user experience.
Error Handling and Edge Cases alerts
Error Handling and Edge Cases alerts
Epicure’s BYOB tool alerts customers when a product previously added to their bundle goes out of stock. Since Epicure does not remove items from carts or bundles automatically, customers are notified if an item becomes unavailable.
Out-of-stock products are hidden from the BYOB selection list, but the product counter and product added change colour to signal an issue. Customers can manually update their bundle from the bundle container or edit the bundle during checkout, keeping control in their hands while maintaining transparency.
Epicure’s BYOB tool alerts customers when a product previously added to their bundle goes out of stock. Since Epicure does not remove items from carts or bundles automatically, customers are notified if an item becomes unavailable.
Out-of-stock products are hidden from the BYOB selection list, but the product counter and product added change colour to signal an issue. Customers can manually update their bundle from the bundle container or edit the bundle during checkout, keeping control in their hands while maintaining transparency.
+83%
of users completed a bundle on their first visit
36%
reduction in cart abandonment
+24%
increase in Average Order Value (AOV)
Next steps
Next steps
As the BYOB tool launches, there are key opportunities ahead to expand its impact, optimize performance, and further enhance the customer and Ambassador experience.
As the BYOB tool launches, there are key opportunities ahead to expand its impact, optimize performance, and further enhance the customer and Ambassador experience.
• Extend BYOB into MyEpicure, the Ambassador-only order management space, giving Ambassadors flexibility to create bundles for their customers easily.
• Run page behaviour analysis to measure click and scroll rates. These insights will help validate tool performance and identify early optimization opportunities.
• Begin mapping out how new product types could be added to BYOB. This will require planning for new filters and adapting the experience to keep it logical.
• Explore how BYOB could evolve into a subscription option, offering customers recurring bundles with an easy setup and management flow.
• Extend BYOB into MyEpicure, the Ambassador-only order management space, giving Ambassadors flexibility to create bundles for their customers easily.
• Run page behaviour analysis to measure click and scroll rates. These insights will help validate tool performance and identify early optimization opportunities.
• Begin mapping out how new product types could be added to BYOB. This will require planning for new filters and adapting the experience to keep it logical.
• Explore how BYOB could evolve into a subscription option, offering customers recurring bundles with an easy setup and management flow.
• Extend BYOB into MyEpicure, the Ambassador-only order management space, giving Ambassadors flexibility to create bundles for their customers easily.
• Run page behaviour analysis to measure click and scroll rates. These insights will help validate tool performance and identify early optimization opportunities.
• Begin mapping out how new product types could be added to BYOB. This will require planning for new filters and adapting the experience to keep it logical.
• Explore how BYOB could evolve into a subscription option, offering customers recurring bundles with an easy setup and management flow.
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