Caley Adams

An improved system of searching, filtering and faceting to improve the shopping experience on



Birchbox, the beauty subscription startup, was looking to improve its overall online shopping experience. The main goal was to improve overall conversion via a twofold execution: 1) improve the search process, allowing people to move fluidly between categories and be able to better filter & refine results, and 2) Find products relevant to them based on their beauty profile and via curated content. 


The work centered around the mobile app, then scaled to desktop and mobile web. The filter, sorting and refinement experiences were all redesigned and a view toggle was added on the product grid to allow users to scale up or down the product imagery. A "profile match" toggle was added in to pair products with specific user profiles, and content blocks pulled in from the popular Birchbox blog were injected into the product grid for a more curated feel. 



User Research & Testing


App Design

Icon Design

User Experience Design

User Interface Design

Interaction Design


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Process Sketches: UI

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Filters and facets were informed by customer insights and user research, and then organized in a way that was and easy to navigate yet robust enough for power users.

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Watch the Full prototype:

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Photography: Charlie Cooper, Kathleen Lynch, Lyndsay Nevins

Box design: Allison Cruzado

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