ARIAT / ZERO-TO-ONE COMMERCE EXPERIENCE
Letting shoppers build a workwear bundle.
Work customers regularly buy the same essentials in multiples. Ariat had no scalable way to package that behavior. I researched the opportunity, designed the system, and worked across four teams to launch it.
THE LIVE EXPERIENCE / MOBILE
The value is visible before the customer starts making choices.
VIEW LIVE BUNDLES
01 / FIND THE RIGHT MODEL
Customers wanted different kinds of bundles.
I compared bundle models before deciding what to design.
I benchmarked five brands across nine common bundle patterns, then paired that work with a 30-person preference study across Work, Western, and Equestrian customers.
The clearest direction was flexibility. Build-your-own bundles led in Work and Western, while activity-based kits were strongest for Equestrian. Across groups, customers responded to savings they could understand and products that felt relevant to the job.
BRANDS BENCHMARKED
BUNDLE MODELS COMPARED
CUSTOMERS IN PREFERENCE TEST
02 / SYNTHESIZE THE SIGNAL
Give people a useful starting point, then let them choose.
The research pointed to flexible product choices and clearly stated savings.
- 01SIGNAL
One bundle model did not fit every customer.
Work and Western preferred build-your-own flexibility, while Equestrian responded to activity-based kits.
- 02DECISION
Lead with value, then preserve choice.
Give each bundle a clear purpose and savings story without locking shoppers into irrelevant products.
- 03SYSTEM
A flexible model could scale.
The same framework now supports more categories, seasonal campaigns, and new merchandising combinations.
03 / DESIGN THE WHOLE JOURNEY
Connect discovery, configuration, and the bag.
I designed the full path, including how customers would find bundles and check their savings in the bag.
- 01
DISCOVER
Give bundles a clear home in Work and surface them where customers already browse.
- 02
UNDERSTAND
Show the products, total value, and savings before asking for configuration.
- 03
CONFIGURE
Let every color, waist, and length decision happen inside one guided flow.
- 04
CONFIRM
Carry the discount into the bag so the promise stays visible through purchase.
04 / MAKE THE COMPLEX PART FEEL ROUTINE
Choose a color and size for each item.
Each product needed its own color and size selection.
Each item keeps its own image, color, waist, and length controls. The system repeats the same pattern until the bundle is complete, then makes the path to Add to Bag obvious.
05 / KEEP THE PROMISE IN THE BAG
The bundle becomes three real products without losing the savings.
Each selected color and size reaches the bag as its own editable line item. The order summary keeps the three-item total and bundle discount visible, so the customer can verify exactly what they are buying before checkout.
06 / REMOVE A PRODUCTION CONSTRAINT
I combined existing model photos into a bundle image.
A new bundle image could not depend on a new photoshoot every time Merchandising wanted to test a combination.
I used AI-assisted generation to combine the existing Field Khaki, Rebar Grey, and Dark Navy model shots into one image for the bundle.
07 / PROTECT THE IDEA THROUGH LAUNCH
A fixed-dollar discount made the first release feasible.
Promotion logic was the hard part.
Engineering raised valid concerns about percentage discounts, overlapping promotions, and how multiple qualifying products would resolve in the bag.
Launch with a dollar-off offer.
I recommended a fixed dollar-off offer to simplify the promotion logic and make the savings clear to customers.
THE OUTCOME
Eight Work bundles generated $266K in the first month.
The first 30 days produced roughly 2,500 orders. Merchandising and Marketing have since extended the format into Western, Mom + Me boot pairings, and seasonal campaigns.