Bundle Organics UX Research & Design Report

Table of Contents
Research
Design
Next Steps
1
2
3
User Surveys
Purchasing Habits During Pregnancy
Site Navigation
In-Depth Interviews
Contextual Inquiry
In-Store Purchase
Online Purchase
User Persona Development
Comparative Analysis
Product Page
Account Management
Product & Company Information
Social & Referrals
Technical Research
Requirements & Restrictions
Site Map
User Flows
Wireframes & Usability Testing
Hi-Fi Mock-Ups
w/ Technical Specifications
Interactive Prototypes
Web
Mobile
Recommendations
Contact Info

In-Depth Interviews
1 2 3
Interview 1
Interview 2
Patricia, mother of three, 32, Long Island
Insights gained from our first interview were particularly interesting as they highlighted further what we
discovered in our survey--pregnant women seek information from doctors first and foremost. The internet
was a secondary resource. We also discovered that each pregnancy is different--cravings, morning sick-
ness, energy level, etc. Every mother experiences every pregnancy differently. The most impartant thing to
Patricia was knowing that the product is healthy for the baby--understanding how the ingredients benefit
the baby and mom. It is also important to understnad that for this particular mother, time is key. She says
“moms don’t have time to click around”. We translated this into our main page redesign. The information
that is most crucial to mothers deciding to purchase Bundle Organics needed to be front and center--a way
to educate consumers and legitimize the product--in order to get the consumer to make it past the home
page.
Valerie, currently pregnant and mother of one, 42, Washington DC.
Insights gained from our second interview were particularly interesting as they highlighted something that
was not necessarily uncovered by our survey--pregnant women are uncertain of how they will react to the
taste of the product. This particular mother provided insight that she would not be convinced to buy some-
thing without trying it first. She would rather purchase in store first, then determine if she wanted to buy
more. Additionally, she would need to be convinced that the product was better than what she could buy
at a Whole Foods--needed a clear understanding of why the product is beneficial. This mother also trust-
ed the recommendations of other mothers and appreciated their advice--she would speak to friends who
were pregnant as well as trust annonymous sources on the internet.

User Personas
1 2 3
Introduction

Contextual Inquiry
1 2 3
In-Store Purchase
Online Purchase
Upon entering the store we all assumed we would be able to find the product near the cash reg-
isters. after making a full round through buy buy baby. We made it to the cash wrap and just be-
fore the exit doors we noticed the product in the cooler mixed with the Coke products. There was
signage for pricing for the coke products alone. We asked a buy buy baby employee if the product
was offered in multi packs in shop. she replied ‘I don’t think so let me check”. This automatically
tells us that your brand has no inshore representation and this sales person had no knowledge of
you.
Shipment came carefully packaged with the box but we noticed the 3 pack we ordered came as
three individual bottles not a packaged 3 pack. Other package contents included a promo card for
a radiation blocker which we questioned was approved by the bundle team and brand card with
a hashtag “pregnancy problems”. Which is counterproductive to wanting to bring light and joy to
pregnancy.

1 2 3
User FlowsSite Map
Blue Apron
•FAQs
•Get Started Today (4)
Learn More On The Menu Pricing Gifts Market Sign In | Sign Up
Get Free Recipes From the Blog Gifts
Links to Endorsements & Press
Follow Us
Blog
Contact &
FAQ
Cookbook Suppliers Gifts Jobs Press Team Privacy Terms
Footer
Menu Bar
•Select 2-Person
OR Family Plan
•Links to (6) Recipes
•Cookbook
•Get Started Today (2)
•FAQs
•Select (3)
Knives & Prep
Cookware &
Bakeware
Pantry
Cookbooks
Gift Sets
Basket
•Welcome
•Preferences
•Delivery
•Payment
Blog
Careers
Terms
Interesting Features Process Page Browse Flow & Navigation Subscription FlowProduct Page
2/4/2015 screencapture-www-blueapron-com-market-products-chef-petty-knife-set.png (1172×1769)
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2/4/2015 screencapture-www-blueapron-com-pages-sample-recipes.png (1172×1366)
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2/4/2015 screencapture-www-blueapron-com-pages-learn-more.png (1172×2627)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-blueapron-com-pages-learn-more.png 1/1
2/4/2015 screencapture-www-blueapron-com-pages-pricing.png (1172×1795)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-blueapron-com-pages-pricing.png 1/1
2/4/2015 screencapture-www-blueapron-com-market.png (1172×4466)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-blueapron-com-market.png 1/1
2/4/2015 screencapture-www-blueapron-com.png (1172×3230)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-blueapron-com.png 1/1
2/4/2015 screencapture-www-blueapron-com-users-sign_up.png (1172×734)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-blueapron-com-users-sign_up.png 1/1
2/4/2015 screencapture-www-blueapron-com-account.png (1172×994)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-blueapron-com-account.png 1/1
Meal Options Market Product Page How It Works Page Plan Options Main Page—MVP Market Product Categories Sign Up Process
Account Page
Main
Sign Up
Welcome
•Email
•Zip Code
Preferences Delivery Payment Subscription Complete
Sign Up Process
Main
Market Cookware & Bakerware Product: Non-Stick Pan Add to Basket Checkout Place Order
Purchase Product

1 2 3
Interesting Features
Product Pages Browse Flow & Navigation
Menu Bar
Footer
Site Map
Clover Juices
•Juices (15)
Clover Juices Nutritional Beneﬁts Our Story Press FAQs Blog
Mission From the Blog
Clover All Over
Footer
Menu Bar
Contact Us
•Fresh Produce (22) •Mission
•Clover Community
•Clover Culture
•Press Links (24),
blog style
•5 W’s drop downs •Blog Posts
•Search function in blog
•Locations
•General Inquires
•Press & retail inquiries
Contact UsMission PageMain Page

1 2 3
Dollar Shave Club
•Shave Butter
•Dollar Shave Club
•Post Shave
•Wipes
•Products
•Shipping Details
•Share the Club
•Membership
Settings
•More Information
•Select Blade
•More Information
•Select Product
•Add Quantity
•Home
•Our Blades
•Our Products
•How It Works
•Club Reviews
•Gift
•Buy Gift Card
•Redeem Gift Card
•Your Account
•Share the Club
•Logout
•FAQ
•Contact Us
•Do It
•Join
•Read Reviews
Menu Our Blades Our Products How It WorksHow It Works How It WorksReviews AccountMenuMenu Our Blades Our Products How It WorksHow It Works How It WorksReviews Account Box
•Dollar Shave Club
•Shave Butter
•Post Shave
•Wipes
Interesting Features
Process Page
2/3/2015 screencapture-www-dollarshaveclub-com-how-it-works.png (1238×1844)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-dollarshaveclub-com-how-it-works.png 1/1
Product Page
2/3/2015 screencapture-www-dollarshaveclub-com-our-blades.png (1238×1287)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-dollarshaveclub-com-our-blades.png 1/1
Browse Flow & Navigation
2/3/2015 screencapture-www-dollarshaveclub-com-blades.png (1238×1205)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-dollarshaveclub-com-blades.png 1/1
Menu Bar
Footer
Side Navigation (Hamburger Menu)
2/3/2015 screencapture-www-dollarshaveclub-com-your-account.png (1238×2065)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-dollarshaveclub-com-your-account.png
2/3/2015 screencapture-www-dollarshaveclub-com.png (1238×1275)
filesystem:chrome-extension://fdpohaocaechififmbbbbbknoalclacl/temporary/screencapture-www-dollarshaveclub-com.png 1/1
Main Page
Subscription Flow
User FlowsSite Map
Main Page
Our Blades Choose Blade Choose Products Shipping Info Billing Info Order Complete
Account
Manage
Account
Add
Products
Share the
Club
Membership
Settings
Main Page
Menu Buy Gift Card
Customize Gift
Card
Finish Up Order Complete
Main Page
How It Works Read Reviews Our Blades Choose Blade Choose Products Shipping Info Billing Info Order Complete
Main Page
Account
Management
Buy Gift Card
Skeptic Purchase
Quick Purchase
FAQ Press Privacy PrivacyPrivacyLocation
Contact Us Our Blades Our Products
Club Reviews Our Blades
Social Media
Location
Footer
Main Page “Do It”
“Enlightened
Customer”
“Our Blades” “Delivered
Each Month”
“Free Blades
for Life”
Links on Main Screen
Menu Bar

Technical Research
1 2 3
Backend Advice from John Bell, Web Design Intensive Student at General Assembly
Contact: johnrbell@gmail.com
Taking Bundle Off Shopify
As a developer, I noticed Shopify and Chargify are your two forms of accepting payment.I recommend that you eliminate
having dual shopping carts, as it offers no benefit to Bundle or the end-user. In fact, the lack of continuity between the two
carts is what I would think is the main cause of confusion for customers. Furthermore, it seems the framework that Shopify
was written with (batman.js) is depreciated, and no longer being maintained. Where this may not cause any problems at the
current moment, it is likely that security flaws will be exposed that CANNOT be patched/updated.
Solutions
Because you have a small number of products (under 500), it is my professional opinion that using an entire shopping cart
suite is more difficult that it needs to be, and provides little benefit. To solve this problem, I would recommend having a cus-
tom “back end” built for the site. While this sounds daunting, it will ensure that you have the exact functionality you need
(i.e. managing subscriptions).
Details about a custom back end that would benefit you:
•Database containing products: contains each product and associated information. These can be updated, added and re-
moved.
•The site will display all products in the cart, or whichever you specify.
•Each product will link to an ‘order page’ (more on this later)
•Database containing ‘subscriptions’: A backend designed this way can handle thousands of products without issues, giving
you the ability to show individual or multiple products as you see fit. Categories and ‘product groups’ can exist and easily be
manipulated.
•Database containing ‘subscriptions’: By saving the subscription data directly to the server, we can allow users to modify
their subscriptions. They can change what drinks they want to receive and receive a confirmation of the edited order. They
can also receive emails periodically reminding them to check or change the status.
By having a custom back end, the options for editing/maintaining are endless:
Ordering with PayPal
Because the total number of products is small (anything under 500, we consider small) I recommend using a pre-existing
system to receive payments and process orders. Something like Paypal would be PERFECT to work as the “middle man.”
This is easy to set up and will provide a quicker, easier to use cart for customers. It will also eliminate the split between
Shopify and Chargify. Paypal can handle individual items, as well as recurring charges.
Coding Language
•I recommend using a backend built with Ruby/Ruby on Rails, because it is powerful, easy to use, quick to maintain and de-
ploy. It also scales extremely well. Front end work should stick to HTML5/CSS to ensure compatibility across all browsers.
•In order to be mobile-responsive I’d recommend using Skeleton’s framework. (getskeleton.com)
Time/Cost to Build
•The rebuilding of the site and the associated back end should roughly be a 1 to 2 week project (@40hrs/week)
•Junior-level rails developers and front end designers have a working rate of $75/hr.
•Senior level rails developers are roughly $125-$175.
•This will ensure you have a site that can grow with your business, rather than being limited by the shopping carts the site
is currently built around. Adding and removing features are limited to your imagination, rather than the limitations of the
pre-existing framework.
Other Benefits
Feeds of images from Instagram can easily be incorporated by making simple API calls in the rails back end.
This will allow you to have an Instagram account of your own, where you ‘like’ appropriate images related
to the brand, and the site will show a feed of these specific images.

Site Map
1 2 3
Bundle Organics
Site Map
•Currently goes directly
to juice product page
•List product(s)
in drop-down format to allow
for product expansion
Our Products Our Story Give a Bundle Our Blog
Newsletter Sign Up
Follow Us
Footer Navigation
Menu Bar Navigation
Account
•Link to Gift Card Page•Bundle Organics “story”
•Product creation process
•Link to Blog Page;
Access all blog posts
Our Products Our Story Give a Bundle Our Blog Account
Contact Us
FAQs
Terms & Privacy
More
To Press
Page
Press
•Links to Account
Management Page
On Bundle Organics Site
Oﬀ Bundle Organics Site
Key

User Flows
1 2 3
Subscription: Edit Membership
Main Page Account Next Order
Personal Details
Refer a Friend
Email
Notiﬁcation
Pause/Start
Payment Info
Addresses
Name & Email
Copy/Paste
Code
Email
Social Media
Subscription Details
Favors
Amount
Frequency
User Flows
Main Page
Purchase Flows
Our Products
Look over main page:
•Products
•Our Process
•Doctor Recommendations
Juice Product Page
Subscribe
At this time only one product
Will require choice when more added
Determine Product Details:
•Product Flavor
•Product Amount
*Variety Pack or Not
•Product Frequency
(1-time or subscription)
Add to Cart
Create Account
Guest Checkout
•Create an Account
(intended for people ordering for self)
•Guest Checkout
(intended for gifts, select gift option,
will change type pf packaging)
Enter the following:
•Name
•Email (password for Account)
•Shipping Address
•Billing Address
•Payment Info
(Information stored if account
created)
Conﬁrm Information Page Completed

Wireframes & Testing
1 2 3
Our$Products Our$Story Give$a$Bundle Our$Blog Account
Orders
Payment info
Refer a friend
Juices
Our Doctors
Process
Seen in…
More
Follow Us
Email
Sign up for our Newsletter!
Contact.Us
FAQs
Terms.&.Condi7ons
Menu Navigation
Footer Navigation
1.1
1.2
2.1
2.2
3.1
3.2
1.1 1.2 2.1 2.2 3.1 3.2
Testing revealed
that this was the
first place users
clicked, so we
wanted this to link
directly to product
pages.
Like the Products
drop down, this
allows you to see
many of the main
services provided
on the account
management page.
The account tab
was a new edition
to the menu to
account for users
need to manage
subcrition orders
once created.
Drop down menu
allows for users to
view products avail-
able. We eliminated
the redundancy
of a multi-product
page .
User testing
revealed the press
was better served
at the forfront of
the main page--
placed on footer
so consistant
throughout site.
More links to the
priginal press page
for more infor-
mation, which is
buried within the
site. This placement
provides direction
to user.

1 2 3
Products
Produce
Process
Advisors
Doctor&Norwitz Doctor&Erick
Doctor
Norwitz’s info
and
contributions
Doctor
Norwitz’s info
and
contributions
Doctor
Norwitz’s info
Doctor Erick’s
info and
contributions
Doctor Erick’s
info and
contributions
Doctor Erick’s
info and
contributions
Doctor Erick’s
Fruit Veggie Fruit Veggie
Seen in…
More
Follow Us
Email
Contact&Us
FAQs
Terms&&&Condi?ons
Step&1 Step&2 Step&3 Step&4
Home Page
1
2
3
4
1
This showcase on the main page high-
lights the products that are available--
this is the second place users thought
to look for contaxt on site and products
offered. This links directly to the corre-
sponding product page.
2
This section indicates the ingredients
used within the products--but could
be used to communicate in a high-level
manner they “types” of ingredients and
sourcing of those ingredients. Users re-
vealed they wanted to know more about
the product ingredients-and this section
serves this purpose.
3
User interviews and testing revealed that
user trust doctors above all other sourc-
es when it comes to preganacy matters.
Based on this feedback, we felt it is im-
portant to highlight the role the advisors
play within the product creation process.
Not just a bio, but speaking more to their
input into the product.
4
This space is used to explain the pro-
cess--basically what the user should
expect. It acts as a guide to the process
of --let’s say subscribing--choose these
3 things, place order, recieve order in
5 days, edit subscription anytime. It
doesn’t have to be a step process, but
testing revealed there was little underst-
nading of what to expect when ordering
from the site.

1 2 3
Fruits'&'Veggies''''''''''''
A good source of
potassium, plus a powerful
combo of
Other'Flavors
The hint of sweetness – that’s the
apple talking. The little kick - that’s
the ginger and lemon, which also
combats energy slumps and ﬁghts
nausea (Can you say ﬁrst trimester?
And sometimes second… and
third!). The bit of wow – that’s the
perfect combo of folic acid and
calcium (hello, kale, you little
wonder!).
Add to cart3
$18
Subscribe
Make'a'variety'pack
Vitamins
Reviews'''''''''''''''''''''''
Store'Locator'''''''''''''''
orange carrot berry ginger
A good source of
combo of
A good source of
combo of
A good source of
combo of
Product Page
1
2
3
4
5
Seen in…
More
Follow Us
Email
Contact.Us
FAQs
Terms.&.Condi7ons
6 7
9
9
11
1
2
3
4
5
6
7
8
9
10
11
Select
flavors
options-
-same
product
Display 2
views--
same as
current
Ability
to create
variety pack
on product
pageimages
showing
ingredient
qualities
Users
preferred
ability to
add to
cart ..
testing shows
quantities
were confus-
ing-wanted
to see it
displayed
Lists of
ingredients
and how
they specifi-
cally benefit
mom&baby
...and
subscribe
from same
product
page
Users want-
ed reviews
on product
page-utilized
Amazon
instead
how added
vitamins
benefit mom
& baby--us-
esrs wanted
explanation
users want-
ed ability to
taste first--
may locate in
store
8

1 2 3
Next Order
Email&Reminder
Pause
5 Oct
2015
Subscription Details Order History
Flavors
Amounts
Frequency 1 2 3
3 3 3
1 1 1
G P O
Month Month Month
Date
Date
Date
Date
Personal Details Refer a Friend
Social Media Code
EmailNicole Rodriguez
nicki123@gmail.com
2425 Northcrest Drive
Port Washington, New York 11203
Payment Info
-8181 01/15
Our&Products Our&Story Give&a&Bundle Our&Blog Account
Message here
Item Description
Item Description
Item Description
Item Description
Shipping Address
Name & Email Address
Seen in…
More
Follow Us
Email
Contact&Us
FAQs
Terms&&&CondiAons
Account Management Page
5
6
7
8
4
10
11
9
1
2
3
4
5
6
7
8
9
10
11
email re-
minder on/
off option
Users
wanted to
know next-
shippment
date
ability to
edit personal
details:
name,email,
addresses,
payment
Ability to
pause sub-
scription
and restart
...amounts...
Ability to edit
subscription de-
tails: frequency...
Lists of
ingredients
and how
they specifi-
cally benefit
mom&baby
...and
flavors
or utilize
copy/paste
for code
refer a friend
through
social media
or send
email with
message to
friends to
recommend
product
1
2
3

Hi-Fi Mock-Ups
1 2 3
Menu Navigation
Footer Navigation
1 542 3
1 542 3
Links to product
pages--drop down
displays all products
offered
our story links to the our
story page
give a bundle links to
giftcards page
blog links to the cur-
rent blog page
my account links to
the my account page
6 1097 8
Social media links Links to the press cov-
erage of Bundle--links
directly to each coverage
page
Sign up for email news-
letter--remains same as is
currently
Links to Bundle’s
press page with all
press showing
Links to Contact Us,
FAQs, and Terms &
Conditions pages
6
7
8
9
10

Hi-Fi Mock-Ups
1 2 3
Home Page Our Story Page
Links to our
story page--
explains how
things work and
what customers
should expect-
-broad values
of Bundle
Organics
1
2
3
4
5
6
7
8
1
4
2
3
5
6
7
8
Explanation of
advisor’s role
in the product
creation pro-
cess--links to
our story page
Ingredients
and sourcing of
ingredients that
go in prod-
ucts-links to
our sotry page
Links to prod-
uct page--in
this instance
only 1 product
with different
flavors
Ingredients and
how they are
sourced
Bundled Life-
-social media
feed that
enhances the
brand experi-
ence
Bio of advisors
and how they
are involved
in the product
development
process
Story of Bundle
Organics--why
do you exist?

Hi-Fi Mock-Ups
1 2 3
Product Page
1
2
3
4
5
7
6
1
5
42 3
6 7
Selecting one of these
images changes large
image display and infor-
mation relevant to that
flavor of product
Checking the box for
variety pack displays
a drop down of three
flavors with boxes for
each amount--quantity
and cart/subsribe drop
down
Quantity box darkens
when selected and
changes price displayed
Available options are in
red, unavailable options
remain greyed out until
criteria, displayed un-
derneath, are met.
Subscribe is greyed
until 12 or more in
the quantity section is
selected. Will turn red
once criteria is met.
Accordion will minimize
and maximize based on
selection of + or - sign.
Store locator shows
nearest locations based
on current location
where products are sold

Hi-Fi Mock-Ups
1 2 3
Account Management Page
1
2
3
4
5
7
1
5
42 3
6 7
Email reminder toggles
on and off
Pause button displays
when subscription ser-
vice is turned on. Same
button displayes resume
when subscription is
turned off.
Month drops down
revealing 1, 2, or 3
months selection
Quantity of bottles is
drop down reflecting
that numbers available
on product page--
12,24,36--as those are
the quantities available
for subscription
Quantities per flavor
dirctly correlate with the
total quantity selected.
Ability to edit message
sent ot social media and
through email.
Links to customer Face-
book, Twitter, and email
accounts.
6

Hi-Fi Mock-Ups
1 2 3
Mobile Navigation Menu
Mobile Navigation Footer

Hi-Fi Mock-Ups
1 2 3
Mobile Home Page

Hi-Fi Mock-Ups
1 2 3
Mobile Product Page

Recommendations
1 2 3
Design Recommendations
•A hero image/text that shows an active, vibrant woman who happens to be pregnant,
but is not defined by her pregnant belly
•Bringing the nutritionist and doctor to the front and making press more apparent to
increase trust in the brand
•Putting the store locator on the product page so moms-to-be can try sampling
•Bundle before committing to a subscription
•Adding reviews to product pages so gifters can see that moms would want a Bundle
•Describing the process in detail so moms-to-be can see why this product is special
•An Account page where moms can manage their subscription and send coupon codes
to their friends
Developer Recommendations
•Move away from Shopify because the framework it was built on is no longer being
maintained, and this could mean security weaknesses down the road
•Use Ruby to develop a back end that would allow for an account page to manage sub-
scriptions on-site and to reward members who recommend Bundle
•Cultivate your feed so only photos you ‘like’ or approve of show in your feed (preserve
brand image, prevent ‘accidents’)
•Skeleton’s framework will ensure that the site is responsive and works on all devices,
not just desktop or one particular type of phone

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