Bundles
AOVAn Iceland Foods case study
Bundles let Iceland sell a set of items as a single product — a Christmas hamper, a party pack, a multibuy bundle. The work had to land consistently across every customer touchpoint (PLP, PDP, basket, order details, confirmation), keep the basket easy to manage, and handle a tricky dual-identity model: a bundle behaves as one product when shoppers buy it, but its individual items need to behave as separate units once an order has been placed.
Project Info
ROLE:
UX Designer
COMPANY:
Iceland Foods
DATE:
[TODO]
TEAM:
[TODO: PM, engineers, etc.]
[TODO: Hero screenshot 1]
[TODO: Hero screenshot 2]
The Challenge
How might we sell pre-packed bundles like a Christmas hamper across every touchpoint — while still letting customers manage their basket and refund individual items inside the bundle?
Research & Discovery
Bundles weren't a new merchandising idea, but the platform had no native concept of one. Anything sold as a set had to be either a real multibuy or a custom workaround — neither of which scaled to seasonal moments like Christmas hampers. Stakeholder workshops with merchandising, ops, and customer service surfaced the real complexity: a bundle has to feel like one product to the shopper, but the warehouse, refunds, and order-history systems all need to know about the items inside it.
Why this is harder than it looks
The Solution
The design treats a bundle as a single product in the shopping flow and as a collection of items everywhere it matters afterwards. The same model has to hold across five touchpoints — and the experience adapts to each one.
1. PLP — bundle as a single tile
In listings, the bundle shows up as one product card, with a clear "Bundle" label and the bundle price. The shopper sees what's inside through a preview, without the bundle competing for attention with its own components.
2. PDP — one product, many items inside
The product detail page shows the bundle as a single item to add to basket, but expands to show the full contents — each item with its image, name, and quantity. Shoppers know exactly what they're buying before they commit.
3. Basket — manage the bundle, not the parts
In the basket, the bundle behaves as one line — one quantity stepper, one price, one remove action. Shoppers don't have to chase down 12 individual items to remove a hamper, but they can still drill into the bundle to see what's inside if they want to.
4. Confirmation page — the bundle as the unit purchased
On confirmation, the bundle is the headline — that's what the customer bought. Items are surfaced underneath for transparency, but the receipt mirrors how the order was placed.
5. Order details & refunds — items as individuals
Once the order is in flight, the model flips. Order history lists each bundle item as its own line, and refunds are per-item — so a customer can flag the one damaged jar in a Christmas hamper without having to refund the whole bundle. This is the same surface as the self-service refund flow, so the per-item refund pattern stays consistent.
Design Process
Wireframes & Iterations
[TODO: Wireframe / iteration 1]
[TODO: Wireframe / iteration 2]
Usability Testing & Findings
[TODO: What you tested, with whom, and what changed because of it.]
Final Designs
[TODO: Final design 1]
[TODO: Final design 2]
The Impact
[TODO: Outcomes after launch — revenue, conversion, CSAT, contact-centre deflection, etc.]
[TODO: Headline metric]
XX%