Bundleboon

Challenge

Bundleboon was transitioning from a semi-manual styling service into a full e-commerce experience for parents in the Netherlands and Belgium. The existing process lacked scalability and clarity for new users. The challenge was to design a digital platform that reflected the brand’s playful yet premium identity while improving usability across onboarding, product curation, and checkout.

Key Insights:

1. Create a seamless end-to-end shopping experience tailored to parents’ needs
2. Clarify the service model and value proposition within the first interaction
3. Design a scalable foundation supporting automation and future market growth

Research

Since Bundleboon’s previous platform offered limited digital interaction, the research phase aimed to understand parents’ decision-making process and uncover friction points in Bundleboon’s semi-manual service. Methods included stakeholder interviews, competitor benchmarking such as Stitch Fix Kids and Little Cigogne, and a simplified customer journey mapping.

Activities:

• Benchmarked similar subscription-based services
• Conducted stakeholder workshops to clarify brand values and pain points
• Mapped the customer journey to identify confusion during onboarding and checkout

Key Insights:

1. Parents needed early clarity on service concept and pricing
2. Users should understand “what Bundleboon does” within seconds
3. Emotional storytelling, emphasising trust, expertise, and playfulness, is more effective than product-heavy communication.

Ideation

In the ideation phase, the focus was on transforming the service model into a simple, visual digital journey. This stage involved exploring layout hierarchies, interaction flows, and tonal direction to represent the brand’s dual identity: functional retail platform and playful family experience.

Moodboard:

Three visual directions were explored for the brand’s digital experience. The first, Playful Discovery, proposed a colourful and animated approach celebrating fun and exploration for families. The second, Modern Boutique, introduced a clean and editorial aesthetic centred on quality and trust. The final Hybrid Experience, which was ultimately selected, balanced family warmth with modern professionalism.

Sitemap:

The sitemap outlines primary navigation routes: Homepage, How it works, PLP, and PDP, supported by brand-building and service sections such as Our Story, Stylists, and FAQ. Each page was designed to guide users toward understanding the concept and completing a purchase or quiz with minimal friction.

Wireframes:

The low-fidelity wireframes focused on defining structure, hierarchy, and core user flows. Each layout was designed ensuring parents could easily progress from discovery to purchase. The modular system allowed rapid iteration and alignment across teams before visual design began.

Design:

The visual design aimed to capture Bundleboon’s playful yet premium personality, bridging family warmth with modern e-commerce polish. Soft colour gradients, rounded shapes, and hand-drawn illustrations brought a sense of friendliness and spontaneity, while a structured grid and generous white space maintained a sense of clarity and trust.

Photography played a central role in expressing the brand’s story: candid, joy-filled images of children and parents highlighted emotional connection over pure product display. Typography balanced approachability with refinement, pairing expressive headlines with clean, legible body text. Each page followed a rhythm of storytelling and conversion, starting with lifestyle imagery and concise copy, then naturally guiding users toward discovery, styling, and purchase. The design reinforced consistency across touch points while giving each section its own visual identity within the same cohesive system.

The mobile experience was crafted with equal attention to hierarchy, motion, and clarity. Rather than a simple responsive adaptation, the interface was re-composed for smaller screens prioritising scannability, intuitive gestures, and seamless navigation. Interactive elements such as the collapsible menu, sticky CTAs, and accordion-style FAQs were optimised to maintain usability without visual clutter.

Validation

Key review sessions with the founders and stylist team helped ensure the proposed experience accurately reflected Bundleboon’s service model and brand values. Interactive Figma prototypes were used to assess clarity of messaging, flow consistency, and overall tone.

Implementation

After UX approval, a modular design system was developed to support scalability across languages and markets. Components were structured for responsive use, with a flexible colour system and consistent typographic hierarchy.

Deliverables:

• Full responsive Figma library
• Refined brand visual assets (iconography, illustrations, photography)
• Developer collaboration on animations and micro-interactions

Outcome

While post-launch analytics were pending, the project defined clear next steps for iteration:

• Conduct targeted usability testing to validate conversion and comprehension improvements
• Implement analytics (GA4, Hotjar) to track drop-off points and engagement behaviour
• Expand content strategy with customer reviews and user-generated stories to build trust and retention