Seasonal Boxes

Driving repeat purchases by introducing curated, seasonal assortments designed around real customer intent.

Company

Dia & Co

Scope

0-1 digital experience design

Role & Contributions

UX, UI, Research, Experimentation

Timeline

Feb 2022 - May 2022

Context

Dia’s core styling experience required a subscription, which created friction for customers who wanted more flexibility or a lower-commitment way to shop.

Approach

I explored multiple entry points, including quiz-based flows, PDP-style experiences, and curated landing pages.

Rather than introducing another complex flow, I focused on a merchandising-driven approach that made value immediately clear and reduced the effort required to purchase.

This led to curated “box” themes that:
• simplified decision-making
• enabled faster paths to purchase
• scaled across seasonal and promotional moments

Outcome

Launched Seasonal Boxes, a new commerce experience that introduced a lower-commitment entry point and unlocked a meaningful new revenue stream.

The experience quickly grew to represent 40% of daily orders.