Designing Duke Cannon's Custom Bundle Builder
Designing a flexible custom shopping flow that drives subscriptions while unifying the brand across digital touchpoints.
Scope
I led design of Duke Cannon's bundle builder and digital rebrand. The experience lived on a custom landing page where customers could bundle products into a subscription. I scaled the design system to build the bundle flow and and extended the brand refresh sitewide.
Role
Timeline
Product Designer
2 Months
Contributions
UX Research
UX and Visual Design
Design System Components
Impact
41% increase in subscriptions
36% increase in total sales
25% increase in average order value
Problem
Build Subscriptions
During A Brand Rebuild
Duke Cannon wanted to grow subscriptions but had no bundle builder to drive them. At the same time, a rebrand left the design system in flux. Both needed to ship in two months.
Solution
A Bundle Builder
Built For Subscriptions
I designed a bundle builder and landing page that guided customers toward subscriptions with savings incentives. I updated the design system to match the new branding and shipped on time.
Mobile-First Bundle Flow
With over 70% of customers on mobile, I designed mobile-first and extended to desktop through progressive enhancement. The builder supported one-time bundles and subscriptions in one flow, removing the forced commitment.
Bundle Builder Landing Page
Custom landing page built to support bundle subscriptions. Brand values, product reviews, and a competitor comparison set the foundation, while a dedicated section gave customers a clear breakdown of subscription benefits.
Cohesive Design System
Through A Rebrand
I built reusable components that unified the bundle builder, subscriptions, and refreshed visual language into one foundation for engineers. WCAG 2.0 across every shopping flow so accessibility shipped with the experience.
Validating Subscription Performance
Performance testing measured subscription rate, total sales, and average order value across the new flow. All metrics rose, confirming the bundle builder increased subscriptions and overall sales.
Quality Assured From Handoff To Launch
Detailed annotations translated into a clear handoff, reducing back and forth during development. QA across browsers, devices, and interaction states caught issues early to maintain quality and consistency.
Results
Flexible Bundles, More Subscribers, Higher Sales
41% increase in subscriptions
36% increase in total sales
25% increase in average order value
Results Delivered Fast,
Trust Built To Last
Shipping the bundle builder and rebrand together gave Duke Cannon a single flow that drove subscriptions on the customer's terms. The results earned an ongoing retainer to keep building on the work across the storefront.
