Product Design    •    User Experience

Bed Bath & Beyond

Bed Bath & Beyond, founded in 1971 and based in Union, New Jersey, is a prominent American retail chain with over 1,200 stores in the U.S. and Canada. Known for its extensive product range, competitive pricing, and in-store services like gift wrapping and custom engraving.

  • Frequently Bought Together A/B Test
  • 2017
  • Usability testing, User Interviews, Comparative/Competitive Analysis, Whiteboard/sketching sessions, A/B testing, Rapid Prototyping, User Flow, Journeys & Personas, Strategy, Product Design, UX
Project Overview

The "Frequently Bought Together" feature has been leveraged to enhance the average customer order value through the implementation of cross-selling and upselling strategies. This initiative was undertaken in response to the requests from business stakeholders who sought to boost sales using the "Frequently Bought Together" feature.

Within the "Frequently Bought Together" modules, the showcased items have been thoughtfully curated to either complement the primary product or have a history of being frequently purchased together by a substantial number of prior customers. This selection process is rooted in the understanding that customers often seek out related products when making a purchase, and bundling these items together significantly increases the likelihood of customers making multiple-item purchases.


User Experience Design Iterations

To optimize the effectiveness of the "Frequently Bought Together" feature, multiple versions of the user interface were designed for A/B testing. This iterative design process aimed to identify the most user-friendly and conversion-oriented approach. The various design elements considered both desktop and mobile platforms, ensuring a seamless experience across devices.


Results and Impact

The A/B testing revealed that the winning design produced substantial improvements in key performance metrics. It led to a remarkable 12% increase in single-click engagement, a 16% rise in average order value, and an impressive 24% growth in overall revenue. These outcomes underscore the effectiveness of the optimized user experience design in facilitating cross-sells and upsells through the "Frequently Bought Together" feature.