Seasonal Boxes
Drive revenue by allowing customers to order more than one box at a time.
The Challenge
Customers could only have one box at a time, and ordering another unintentionally replaced the upcoming order without warning.
Employer
Dia & Co
My Role
Research & Design
Timeframe
3 Months
Background
Users appreciate one-time boxes to explore new styles without committing to a subscription.
A one-time Special Edition box from Dia & Co
Competitive examples from ThredUp and Trunk Club
Concept Testing
Users associate Themed Boxes with occasions or seasons and often link “box” to services like Stitch Fix.
Some users found the themes less eccentric than expected, suggesting a need to explore new product names.
Creative Testing
I created landing pages with different thumbnail treatments to test first impressions and clarity.
Testing Insights
Users preferred visuals of real clothing, with Laydown and Collage offering the most clarity.
Vaporware Test
We ran an A/B test to gauge interest, measuring CTR and CVR to assess the creative content.
The On-Model variant had the highest CTR and CVR
User Flow & Prototyping
On the next click, users expected to see box details or items. I tested prototypes to find the best experience.
Stakeholder Alignment
Stakeholders saw a curated approach as key, with “This or That” feedback showing it could delight customers and inform stylists.
Final User Flow
I worked with developers to identify gaps and edge cases, ensuring a seamless user flow.
Click to enlarge
Seasonal Boxes ✨
During development, our new Marketing leader refined the product’s brand strategy and positioning.
We renamed it “Seasonal Boxes” to emphasize the clothing’s everyday use and seasonal relevance.
Final Designs
Landing Page
PDP Concept
This-or-That Concepts
Review Order + Checkout
Early Results
After release in 2022, Seasonal Boxes showed early customer interest and incremental revenue.
Marketing Strategy
We streamlined the user flow, directing returning users to checkout, and refreshed box names monthly.
The Fall Seasonal Box campaign with a $5 Starbucks gift card delivered strong results.
A marketing email from September 2022
September 2022 Orders