Humble Bundle E-commerce Redesign

Problem

To understand why conversion was low, I ran research with new users and uncovered key friction points in the purchase experience:

Page Layout: The page was long and hard to scan, with important info spread too far apart.
Tier Confusion: Users didn’t understand what each tier included or how pricing worked.
Payment Friction: The checkout was hard to find, and it wasn’t clear what you’d get for each price.
Donation Customization: Charity info felt disconnected, and customizing donations was confusing.

Process

Goal: Increase Conversion
I set out to make the purchase experience clearer, simpler, and more trustworthy—so users could understand what they were buying and feel confident checking out. I worked across teams to align on goals, involve stakeholders, and keep progress tied to impact. I followed a fast, user-centered process:

Defined requirements with stakeholders
Brainstormed ideas based on research
Prototyped the strongest concepts
Tested with real users to guide design decisions

Solutions

I redesigned the bundle experience to reduce confusion, simplify choices, and make checkout fast and intuitive, especially for new users.

Simplified Layout
I separated product selection from checkout, following familiar e-commerce patterns to reduce cognitive load and help users move through the flow more confidently.

Reduced cognitive load

Faster navigation

Increased clarity

Clearer Tier Selection
All items in each tier were shown together, giving users a clear view of what they’d receive at each level. As users adjusted tiers, the selections updated automatically in real time, removing the need to mentally calculate which items came with which tier and making the experience feel more intuitive and transparent.

Reduced drop-off during decision-making

Increased selection confidence

Boosted conversion rate

Streamlined Checkout
The new checkout used familiar UI patterns, making it easy for users to review their selections and complete payment. As users adjusted pricing, tiers updated automatically (and vice versa) creating a smoother, more responsive experience. I also introduced a one-click option for the most common purchase, reducing four decisions to just one.

Decreased checkout time

Increased average spend

Fewer helpdesk issues

Simplified Donation Customization
Donation customization was streamlined with a single “Extra to Charity” radio button, making it easy for users to contribute more without complicating the checkout process. This approach kept the charitable mission front and center while reducing decision fatigue and keeping the experience focused.

Improved clarity

Reduced complexity

Mobile & Interaction Improvements
I made the design fully responsive across devices, ensuring a seamless experience on desktop and mobile. Users can now expand items to view more details without disrupting the flow, and explore what’s included in each tier or bundle with ease, all while maintaining context and minimizing friction throughout the browsing experience.

Improved mobile usability

Increased user satisfaction

Supporting Edge Cases
The system was built to handle special use cases like charity-only bundles, bonus content, partner support, and multiple content types, ensuring flexibility across offerings.

Results

I created a scalable design system, simplified a complex product experience (especially for new users) and helped demonstrate the strategic value of design and user research to company leadership. The work not only improved the user journey, but also laid the foundation for ongoing product improvements, cross-team collaboration, and long-term business growth.

Increased conversion

Increased amount sold per session

Increased revenue per session

Increase average user spend

Decreased time to purchase

Increased annual revenue by 10%

Humble Bundle

Overview

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Platform

Contributions

Problem

Process

Solutions

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