Case study

Build Your Own Bundle — custom configurator

Led the end-to-end build and launch of The Foggy Dog’s first custom bundle builder, from competitive research and UX strategy through development and launch.

What I owned

Competitive research, the UX spec, design direction across two phases, developer management, QA, testing, and analysis.

  • Audited configurators across DTC brands to define the interaction model — step count, eligibility, discount visibility, error handling
  • Wrote the UX spec that both designers and developers built from: step structure, eligibility rules, discount display logic, edge cases
  • Reviewed design through two phases — step differentiation, headline hierarchy, price formatting, mobile breakpoints
  • Managed developers through implementation, prioritized the ticket queue, and QA'd across breakpoints and cart states
  • A/B tested the launch and analyzed the effect on conversion and order value

Result: 30% YoY growth in walk set sales, 20% lift in average order value.