Media and Entertainment
Refinery29: The Mystery Box
Designing a physical brand experience for Refinery29 to connect authentically with Gen Z.
Role
Design Researcher and Strategist
Tools
Mural, Canva, Qualtrics, MS Office, Adobe Photoshop, Figma
Team
Sejal Amrutkar, Ayman Andrabi, Victor Escalante
Timeline
5 months
Challenge
Amid global crises, social challenges, and the lingering effects of a pandemic, Gen Z is driven by the need for genuine connection, personal growth, and societal impact. However, existing digital platforms often lack the authenticity and self-directed engagement they seek.
How can Refinery29 offer self-directed, meaningful experiences that truly resonate with and support Gen Zs evolving needs?
Outcome
We developed the concept of a "Mystery Box" subscription—a tangible representation of Refinery29. Each box contains ten curated items designed to foster self-discovery, resource exploration, and community connection. The products span six key themes from the R29 platform: beauty, style, horoscope, travel, wellness, and mental health. This experience aims to fosters a sense of belonging, empowering Gen Z to engage deeply and positively with themselves and the world around them.
Process
02
Sensemaking
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
03
Ideation & Co-creation
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
04
Prototyping & Testing
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
05
Strategic Business Planning
We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Solution Highlights
Mystery Box Subscription
A unique box curated around Refinery29’s values and themes, featuring product samples, an R29 zine, and other engaging merchandise from featured artists. Product samples would be sourced through partnerships with brands such as Aldo, Fossil, Cadillac, and Juicy Couture.
Refinery29 Zine
The zine serves as a guide to the box, introducing the products through articles and QR codes that lead users to full stories on the R29 website, allowing them to purchase products through affiliate links.
Process in Detail
Research Objectives
Users: Discover user perceptions of R29 and content consumption patterns.
Stakeholders: Identify R29’s challenges in reaching Gen Z and define project success (KPIs).
Brand Initiatives: Assess which past content, experiences, and campaigns resonated with audiences.
Mapping the Refinery29 Ecosystem
We conducted an in-depth analysis of the R29 brand, its target audience, its platform presence, and its competitive landscape. This included detailed mapping of internal and external stakeholders, their influence, and current user journeys within the R29 ecosystem.
Partner Interviews
To gain deeper insights, we conducted interviews with:
4 Users from the Madchatter community.
4 Stakeholders from the R29 team.
User Interviews: The user interviews revealed several pain points and highlighted a desire for a stronger, more personal connection with the brand. Participants expressed an interest in learning directly from their favorite creators and engaging in unique, interactive experiences.
Stakeholder Interviews: Through conversations with R29 stakeholders, we captured the brand’s core values: bravery, flexibility, empowerment, and community. Stakeholders emphasized the importance of these values in any future engagement approach.
Sensemaking using the 3PO insights framework
Key Themes Emerging from Research
Igniters
Focuses on R29's history of innovation and trendsetting in their industry, emphasizing the importance of understanding and serving its audience’s evolving needs.
Omniverse
Explores the brand's need for increased engagement by providing novel experiences and fostering social connections among individuals with shared interests.
Loud N' Clear
Reflects R29’s commitment to amplifying diverse voices through personal storytelling, resonating with users who value authenticity.
We organized five co-creation sessions—three with users and two with stakeholders—to collaboratively explore potential solutions. Participants voiced a strong interest in content that fosters creative expression and personal growth, while offering actionable website enhancements. Aligning with the three emerging themes, we formulated connections to fulfill these user needs.
Our research identified an ideal segment within Gen Z: “Curious Explorers,” individuals driven by a desire for discovery, self-expression, and connection. This audience actively seeks new experiences, values learning, and enjoys engaging in immersive and participatory opportunities.
R29 Mystery Box
We developed the concept of a mystery box as a physical representation of the brand. Curated with products that mirror Refinery29's themes, this box provides Gen Z with tools for self-discovery and meaningful engagement.`
Subscription Model and Website Integration
The mystery box subscription model offers flexibility, while a dedicated website section provides an access point for sign-ups, content, and community engagement.
Launch Strategy: Creating a Buzz
To drive excitement, we planned a launch strategy that includes a surprise reveal, contests, and giveaways, along with influencer-led unboxing events on social media.
Takeaways
Emotional Design and Engagement
Emotional design plays a major role in user engagement and loyalty. When designing, consider not just the functional needs of users, but also their emotional and psychological needs.
Value of Co-Creation
Involving users and stakeholders in co-creation sessions brought diverse perspectives, bridging user insights with business feasibility, ultimately yielding richer and more viable ideas.
