Re-imagining how sets are displayed and sold, creating a new system to be used for all 14 brands with £2.25 Billion revenue
Project duration: 5 months
Project role: Design lead
Team: 2 FE + 2 BE + 1PD
“I’m currently the Senior Product Designer at Waggel, where I’ve worked on a range of projects aimed at making our product more efficient and boosting conversion rates. I’ve also spent time helping the team work more smoothly together and supporting junior designers as they grow in their roles.”
An example of the older versions of the set builder
Across Boohoo Group fashion sites, product sets were visually promoted but functionally fragmented, creating friction for users attempting to purchase complete outfits. Customers were required to interact with each item separately, leading to lower engagement with individual products and a disjointed buying experience.
The existing model had reached its limit. It showcased collections effectively but failed to support seamless set purchasing, restricting both usability and commercial potential.
This project reimagined how product sets are presented and sold. The goal was to create a unified, single-page experience that enabled easy set purchases while retaining flexibility at the product level.
Before design began, we defined clear objectives for the sets system—
including functionality, placement, target users, and scalability across brands and platforms. This was shaped through cross-brand stakeholder collaboration, performance insights from the analytics team, and independent research. With no existing competitor solutions and a clear alignment between user and business goals, we moved forward to design a system built specifically to solve the problem.
As this was a bespoke concept, there were no direct competitors to reference, meaning discovery relied entirely on internal research. We gathered insights through stakeholder interviews, data analysis, and first-hand customer feedback, exploring how users currently interacted with product sets and where friction occurred.
These findings helped define what the set builder needed to do, how it should behave, and the constraints we would need to design around. A key consideration was ensuring the experience worked seamlessly across both web and app, introducing additional complexity as the system had to be implemented by two separate development teams using different interaction frameworks.
This project reimagined how product sets are presented and sold. The goal was to create a unified, single-page experience that enabled easy set purchases while retaining flexibility at the product level.
Based on these insights,
we created a feature prioritisation framework, clearly defining core functionality, secondary enhancements, and technical constraints to guide design and development.
The initial concept aimed to create an immersive set builder that guides users through selecting and completing their sets from start to finish. Users can choose the number of items they want in a set and complete the process at any point, with the option to opt out if desired.
The set builder offers a step-by-step experience, allowing users to select sizes for each item and review a final set page displaying all chosen products. Users can modify selections, exit to the set’s PDP, or add all items to the cart, making the purchase process seamless and flexible.
Onboarding was a critical consideration for this new system, as it introduced interaction patterns users—both new and returning —would have no prior familiarity with. With no existing mental models to rely on, the goal was to provide guidance without slowing users down.
The onboarding experience was intentionally designed to be lightweight and optional. It surfaces only on a user’s first visit (and for a limited two-week period), and users can exit at any point—supporting those who are already confident or simply in a hurry.
Because the set-builder flow required a high level of user involvement, any deviation needed to be carefully placed to avoid disrupting momentum. For this reason, the option to purchase individual items was positioned at the start and end of the journey, where users naturally make decisions, rather than mid-flow.
This approach allows users to buy single items without being removed from the broader set experience. They retain access to the full builder at any point, while benefiting from the same functionality and clarity expected from a standalone product page—preserving flexibility without compromising flow.
As the core functionality of the product, this experience needed to feel seamless and intuitive from the very first interaction. The design was intentionally embedded within the page so it felt like a natural extension of browsing, rather than a separate or disruptive flow.
The solution combines a guided journey through all available options with the flexibility for users to move freely between sections. This allows users to either follow a structured path or jump directly to the areas that matter most to them, completing a set at their own pace.
A summary page at the end of the flow provides a clear overview of what the user has built, giving them the opportunity to revisit any missing elements. It also surfaces total cost at a key decision point, helping users assess whether the set meets their budget—or whether they are comfortable adding an extra item—before progressing.
