Seasonal Boxes
Company
Dia & Co
My Role
Product Design,
Research
Timeframe
3 Months
The Challenge
Customers could have one box at a time, and ordering another replaced the next one without warning.
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
Do users understand what Themed Boxes are?
Mostly, yes! Users associate Themed Boxes with occasions or seasons, but they do expect a subscription model. We saw some opportunity to revisit the product name later.
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 click-through (CTR) and conversion (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 leaned toward a curated approach that would personalize each box based on the customer’s profile.
This would equip stylists with insights to make more informed selections.
Seasonal Boxes ✨
During development, our new Head of Marketing refined the brand strategy and positioning.
We renamed it “Seasonal Boxes” to emphasize the clothing’s everyday use and seasonal relevance.
User Flow
I worked with engineers to identify gaps and edge cases, ensuring a seamless user flow.
Click to enlarge
Shipped 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 flow for returning users and refreshed box names monthly.
The Fall Seasonal Box campaign with a $5 Starbucks gift card delivered strong results.
Sept 30 Marketing Email
Sept 2022 Orders