Michael Mendez
design.mikemendez@gmail.com
Package Product Pages
Role: Lead Product Designer
Team: Cross-functional (PM, Engineering, Stakeholders)
Timeline: ~3 months
Increase in conversion
~190 appliance packages sold in the first two weeks of launch
How did we achieve this?
Shoppers had no easy way to purchase multiple items at once. Buying a bundle meant visiting each product page individually and adding items to the cart one by one. It was a frustrating experience for customers, and it made it nearly impossible for the e-commerce team to merchandise bundle deals effectively.
What we did to solve the problem
This project didn't call for a ground-up redesign, and that was intentional. We already had a proven page architecture that shoppers understood. The real design challenge was knowing what to keep, what to adapt, and how to make it work for a fundamentally different buying scenario: multiple products, one purchase.
I started by researching design patterns shoppers were already familiar with and used those references alongside our existing page as a foundation. With usability less of a concern on an already tested architecture, we focused our energy on validating comprehension through UserTesting.com, refining the design until we landed on an MVP that both shoppers could easily use and the merchandising team felt comfortable authoring.
The page needed to clearly communicate what was included in the package and when it would arrive. We modified the delivery message to indicate that all items would be delivered together, and added individual product cards to the buy rail so shoppers could quickly understand what they were getting, the price, and key features. If they wanted more detail, they could open any product page in a new tab. We also accounted for scenarios where a single item in the package was out of stock.
As users scrolled below the buy rail, I designed a sticky nav that let them toggle between package items and browse specs, reviews, and features without having to navigate away from the page.
~190 appliance packages sold in the first two weeks of launch
What I learned
The bigger challenge wasn't designing for shoppers. Since the page was built on familiar patterns, comprehension came naturally. The real complexity was designing something our internal teams could easily manage and author. Understanding the range of package types, product availability edge cases, and variant scenarios took significant work but ultimately drove meaningful business impact.
