Virtual Bundles
Date: 2020?-2025
The Virtual Bundles project involved marketing and selling groups of individual products (or multiples) as packaged bundles on the .CA website. These bundles were designed to offer customers more flexibility, convenience, and an enhanced shopping experience, while also benefiting the business by enabling better inventory management and exclusive pricing advantages.
Design Approach
Virtual bundles need to look like a single solution, not just a random SKU group. This required smart visual storytelling to drive confidence and reduce effort in decision-making. The design directly supports the strategy by positioning product bundles as intentional collections rather than simple lists of items. It enabled customers to quickly evaluate and trust what they were getting through clear, intuitive visuals. Additionally, it supported operational efficiency by introducing repeatable visual systems that streamlined the bundle creation process.
Design Strategy & Collaboration
Designed image templates that could accommodate 2-5 products in a visually balanced, engaging way.
Ensured that each composition told a clear visual story of what the bundle was solving for (e.g., closet solutions, moving kits).
Focused on cohesion and recognizability, so users could easily understand the bundle “theme” at a glance.
Collaborated with other designers to validate the visual accuracy and consistency of new bundle images.
Established guidance for how to use the template to make it easy for others to scale bundles across different categories.
Maintained bundle visibility by managing Category Landing Pages, surfacing/depublishing based on inventory.
Key Highlights & Results
Launched 100+ bundles across .CA with a visually consistent UX.
Improved the discoverability of solutions for common customer tasks.
Created a scalable visual system that internal teams could easily use and update.
Saw positive customer feedback in usability testing around clarity of what’s included.
