Business background

Users were purchasing low or negative gross margins products. To achieve healthy GM, Allofresh (e-grocery app) needs a way to balance the GM of low margin products with high margin products. so the idea (from the business team) is to offer bundling packages that encourage users to purchase high-margin items and alongside negative margin items

Success metrics (set by Product Manager)

Increase Average Order Value Target to achieve IDR187.000

My Role

i worked closely with the product manager and the Head of Product (which happens to be my direct lead too).

i was the only designer working on this project, i drove everything design wise.

Step 1: Desk research and understanding

I ran through some of the past research reports made by previous researchers (for other projects). and i found some insights that might help me during the design process.

here are the relevant insights i gathered:

relevant insights.png

Challenges & constraints

i had Q&A sessions with the product managers for me to understand the technical challenges and the requirements and i found some constraints

  1. we can’t treat bundled SKUs as one SKU (e.g. Bundling Item A), it is not feasible to merge several SKU IDs into one single parent SKU IDs
  2. Final bundling price can only be seen on checkout page (not cart page, we used to have separate page for cart and checkout) since the way we put the bundling discount is to set the voucher for the user. but voucher can only be set on checkout page
  3. we can’t add another row of new components on our product card grids
  4. the business team won’t offer users a fixed set of items in one bundle package. but users can choose the items that they need in the set and they will get the bundling discount as long as they meet the requirement.

Step 2: Competitor benchmarking

i (and with some helps from the Product Manager) took a look around at our competitors and other apps to see how they do it. Not only on interaction side but also the visual side (icon study, etc)