Frequently Bought Together — Shiseido Ecommerce
On Shiseido's product page, customers often shop within a routine — a cleanser paired with a lotion, or a serum with a complementary treatment. But the platform had no way to surface these natural product pairings, leaving customers to discover complementary products through manual search rather than at the moment of purchase. I designed a "Frequently Bought Together" section that surfaces related products directly beneath the main product, letting customers build out their routine in a single add-to-cart action.
ROLE
UX Designer
PLATFORM
Shiseido (watashi+) — Japanese Ecommerce
01
The Problem
Skincare purchases are rarely single-item — customers building a routine need to explore and select several complementary products together. Without a dedicated cross-sell module, this required leaving the product page to search for each item individually, adding friction to what should be a natural, connected purchase decision, and leaving a clear revenue opportunity for Shiseido untapped.
02
The Solution
A Frequently Bought Together Section
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A checkbox-based module placed just below the main product, where customers can:
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View up to three frequently-paired products displayed as individual cards, connected with a "+" to visually reinforce them as a set
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Tap into any product's image to view its details without losing their place in the flow
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Select any combination of one, two, or three products via checkboxes — full flexibility rather than an all-or-nothing bundle
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See a running combined total (shown here as ¥8,580 for all three) that updates with each selection
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Add their chosen combination to cart in a single action
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