Brooklinen regularly runs promotions across its site — from sitewide sales to category-specific discounts and limited-time bundles. However, as our promotional strategy matured, our price messaging became fragmented and confusing for users. Multiple pill messages (badges displayed on product cards and PDPs) could appear at once, each referencing different promotions, creating uncertainty about the final price.

To resolve this, we launched a sitewide price messaging simplification initiative, consolidating all active discounts into a single, clear message per product, improving transparency, consistency, and ultimately, conversion.

The Problem

Prior to this initiative, product pages and tiles often displayed multiple discount indicators such as:

• “20% off with code”

• “Extra 15% off Last Call”

• “Bundle & Save”

This created several user experience issues:

• Message overload: Too many pills cluttered the product card, especially on mobile.

• Unclear final pricing: Users weren’t sure which discounts were stackable or applied automatically.

• Inconsistent logic: Different rules drove which pills appeared and when, leading to edge cases and customer service issues.

Ultimately, this undermined user trust, hurt promo performance, and created unnecessary customer support contacts.

Goals

1. Streamline discount messaging into a single, unified price pill per product.

2. Clearly communicate the total effective discount the customer will receive.

3. Build a scalable system that can adapt to future promotion types without overhauling UI each time.

4. Improve conversion, cart adds, and clarity.