Work Summary •
Work Summary •
Birchbox was a beauty & grooming brand with a subscription box and online shop.
I joined the Birchbox product team as a senior product designer, heading up the iOS app. Over time I worked across various initiatives including a significant stint in research & development.
My work involved a lot of collaboration with Merchandising, Operations, Marketing, Customer Success and Data Science teams. I became accustomed to developing localized design solutions for product releases across the US, UK and Spanish markets. In addition, I compiled guides to the various product differences across markets and customer cohorts as essential reference material for new hires within the product department.
Some Highlights
The Birchbox
iOS App
I was tasked with streamlining existing functionality as well as architecting new user flows to increase engagement with the iOS app. This included overhauling onboarding flows, user profiles and subscription and payments management.
I worked closely with the developer to add animated flourishes and re-skin the entire app in line with new brand guidelines that had just been introduced. We tested our changes with customers as we went, working incrementally over numerous strategic releases covering the US, UK and Spanish markets.
Credits:
Myself - Product Design
Avantika Agrawal - Product Management
Richie Davis - Engineering
Improving Subscriber Experience (R&D)
I was chosen to be part of an internal R&D team who had a rare opportunity to work with a cohort of Birchbox customers to generate and test new product ideas. We were tasked with improving the subscriber experience while increasing retention and average revenue per user. We generated and tested many different lightly prototyped ideas before narrowing our focus to develop an in-depth pilot that ran for 3 months with five thousand willing customers.
We built new features allowing subscribers more customization to their monthly experience and proved we could capture more revenue as a result. Some of the ideas that we ran through that pilot were then tested for scale and made their way into the core product offering.
Credits:
Myself - Product Design
Kelsey Conophy - Product Management
Roy Liu - Engineering
Naveed Farahbakhsh - Engineering
Andy Won - Data Science
David Bendes - Box Operations
Megan Kirsch - Customer Experience
+ + Extensive cross team effort
+ + Operating Committee support
Online Store Navigation
As part of a project aiming to increase online store revenue and remove friction for customers, I undertook an audit and overhaul of the navigation experience for birchbox.com. I lead workshops with product, engineering and merchandising teams to define what was possible and what was desirable in a new navigation structure. I drove early experimentation, designing various new frameworks that moved away from simple lists of categories to a more holistic, guided discovery experience that incorporated editorial content, video and spotlighted exclusive Birchbox merchandise. The ideas that tested best were developed further and implemented on the site.
Credits:
Myself - Product Design
Heather Schoon - Design Director
David Luke - Product Design
Eva Lam - Product Management
Brian Fraser - Product Management
Mike Allen - Engineering
Zack Linder - Engineering