Case Study
Redesigning the Birchbox iOS app to add account functionality and increase customer engagement.
Birchbox, 2016-2018 – Beauty & Lifestyle (Ecommerce, Subscription Retail)
Problem Statement
Session duration and feature utilization were below desired levels, impacting the app's overall success.
Some of the core customer workflows that could be performed on the web app were omitted from the native iOS app, making it a less appealing customer experience. As well as that, the visual design was outdated in relation to a recent wider brand update.
Solution
Direct a project to audit the differences and then bring parity between the two platforms, as well as update the visual design and localize the user flows for the US, UK and Spanish market releases.
My role:
Lead Designer – User Research, UX/UI Design, Usability Testing, Market Localization, QA
Team credits:
Avantika Agrawal - Product Management
Richie Davis - Engineering
The App navigation before vs after, incorporating Account, Referral functionality and updated brand visual
Background & Research
We audited the native app experience and gathered requirements from various stakeholders to help ensure that the redesign would align with business objectives.
As a result we focused our efforts on introducing customer account functionality (including beauty profile, order history, loyalty program and payments management) and a “refer a friend” flow to the iOS app.
We began by breaking down the project scope into digestible sprints, planning numerous releases over the course of the redesign. We scheduled frequent rounds of usability tests with real users to validate the effectiveness of the new account functionality and gather feedback for further refinement.
Auditing the customer experience across the different Birchbox platforms
An example user testing script and prototype
Design
I aimed to design visually appealing and intuitive UIs for each feature while enhancing usability and updating the existing app design language.
For instance, working closely with the developer I introduced new elements of motion design and data visualization into the beauty profile section.
I included a new onboarding flow when we initially rolled out the updated version of the app to users, communicating any changes and highlighting the benefits of the new account functionality.
I worked carefully across multiple updates and releases to ensure compatibility with iOS design guidelines and standards, optimizing performance and responsiveness for various device sizes and resolutions. I produced localized versions of each new user flow for release in three different markets: The US, UK and Spain.
I helped my team conduct thorough testing to identify and address any bugs, errors, or inconsistencies.
Design development for the Account section of the app
Data visualization and UI animation trials
Visuals from the redesigned App onboarding flow
App store screens featuring localized design UI for the Spanish market
Outcomes
With every updated release we gained an increase in App downloads, increase in session duration and overall usage.
I advocated for the maintenance and continued improvement of the app experience for our customers. I ensured any new features, flows and functionality introduced on the web platform were represented in the App, including seasonal promotions and marketing campaigns.
As a team we monitored user feedback and app analytics over time to assess the impact of the redesign and identify opportunities for future improvements. One such improvement was an update to the “PDPs” (product description pages) for increased sales conversion.
As a result of this body of work I found myself in the uniquely qualified position of intimately knowing all the differences between The US, UK and ES product flows and subscription types. I created documentation for my colleagues to reference the differences and better inform our collective design decisions going forward.
App store screens featuring a sample of seasonal “Holiday” UI
An example of improvements made to the PDP (product description page) to achieve increased sales conversion
Documentation I created outlining the differences between the US, UK and ES product flows and subscription types