Build-a-Pack

MeUndies is a D2C brand best known for its softer-than-soft undies. The brand offers multiple purchasing options including single pairs, packs, and a monthly subscription.

Underwear Packs are a core part of the MeUndies business model. Customers who purchase packs have one of the highest lifetime values (LTV) for the business, only coming in second to membership subscribers. However, Packs were underperforming in sales.

As a result, key stakeholders were looking to shift our strategic focus to improving the overall pack purchasing experience for our customers.

See it live: Build a Pack

Our Goal

Improve the overall pack purchasing experience and elevate packs to 25% of our total revenue for 2018

Business Problems

• Packs were underperforming in sales and the average return rate for Packs was very high.
• Key stakeholders (Merchandising and marketing teams) were looking to shift our strategic focus to improving the overall pack purchasing experience for our customers.
• Customers who purchase packs have one of the highest lifetime values (LTV) for the business, only coming in second to membership subscribers.
  

User Problems

• On the website, Packs are isolated and difficult to find–unless a customer uses the Packs menu in the primary navigation, they are likely going to miss the pack products altogether.
• People are not easily able to compare pack pricing to single-unit pricing.
• People want the latest, most popular color options. The colors that come in a pack are usually an aged inventory.

Hypothesis

• Making Packs more visible across the shopping experience will increase people's awareness about the Packs offering. 
• People will be more confident in their selections if they can select colors in their packs.
  

Outcome

The Build-a-Pack MVP launched in early October 2018. Since then, we’ve learned:

• UPO is up to 2.67% from 2.37% the previous month (compared to 2.54% in October 2017)
• Build-a-Pack now leads MeUndies pack sales (over set packs and mystery packs)
• The average order value (AOV) of a Custom Pack is $143

Client: MeUndies

Role: Senior Product Designer

Team: Jackie Eaton, Gray Gilmore