Created a new digital box experience on Birchbox.com to serve as the online destination for everything in a subscriber's physical box.
A new digital box experience to compliment the exciting physical experience
The Birchbox subscriber's experience of receiving a monthly box of personalized samples directly to their door is an exciting one. Subscribers frequently share their "beauty hauls" with friends on social media, even posting "unboxing" videos on YouTube where viewers can join in on the excitement as the subscriber lifts the lid for the first time to discover what's inside.
But when it came to the website, this excitement didn't translate. The online box page was a long list of links that drove subscribers off to product detail pages to buy the product, and the "specialness" of the individual box was lost.
We wanted to enhance this online experience and bring it full circle, where a personalized "box page" would become the digital hub for the physical box contents and monthly themes.