out of box strategy and packaging design presented by blair brown
TRANSCRIPT
Out of Box Strategy and Packaging Design
Presented by Blair Brown
OOBE and Packaging Objectives
• After this session, you will be able to:– Define OOBE and first time user experience– Identify why OOBE importance and stakeholders– List the best practices, and what not to do when
designing an OOBE strategy– Evaluate the success of an OOBE strategy and
execution
OOBE Defined
• Out of Box Experience or OOBE is defined as “the impression that a customer gets of something they have bought when they first take it out of its packaging and start to use it” (Definition of out-of-box experience from the Cambridge Business English Dictionary © Cambridge University Press)
• Simplified:– Package (Before opening/purchase)– Opening the package– Installing the product– Using the product
WHO CARES ABOUT OOBE?
Supporting Research
• “The global packaging industry turned over around $485 billion in 2004 with packaging container sales of almost $460 billion and machinery sales of around $25 billion.” (World Packaging Association WPO 2009)
• 50% of the time the packaging is the make or break factor in a consumer's purchasing decision. (Google/Zero
Shopper Sciences Moment of Truth)
• 36% of the time it is the package display (retail display) in the store which is also up to the business and the retail partners to represent. (Google/Zero
Shopper Sciences Moment of Truth)
What YouTube
WHO IS INVOLVED IN OOBE?
Who are the OOBE Stakeholders
• Packaging Department• Marketing• Customer Service• Retailers• Safety and Regulation, Structural, and
Software Engineers
What are the OOBE Objectives
• Who is your target audience?• What is the tone and feel of the Brand?• Where will they purchase the product?• Where will it be set up?• What are bad practices for OOBE to avoid?
PRODUCTS, LIFE CYCLE, AND OOBE
Product Life Cycle and OOBE
Replace Product (End of
Life Cycle)
Ongoing UseFirst UseSetup/
Configure UnpackAcquireResearchIdentify Need
OUT OF BOX EXPERIENCE
The OOBE Stages
First UseSetup Unpack
Help Them Find The Starting Point
http://teehanlax.com.s3.amazonaws.com/wp-content/uploads/4130595423_c2d5c1944a.jpg
Don’t Make it Painful
http://fivepercent.us/2008/05/16/packaging-physical-injury-from-opening/
Make It Easy
http://static.squarespace.com/static/5026d83fc4aaa1192f705acd/t/50394ebce4b00cf0e8cef2d6/1345933005247/IMG_3470.jpg
Make it Hard to Screw Up
http://www.flickr.com/photos/yuhui/2114771140/
https://farm4.staticflickr.com/3858/15393937661_ae968d368a_b.jpg
Limit the Package Waste
The OOBE Stages: Setup/Configure
First UseSetupUnpack
OOBE – Keeping Customers on Track
Give Them Control
http://www.ifunia.com/images/ipod/setup-ipod-nano1.jpg
http://media4.s-nbcnews.com/j/MSNBC/Components/Photo/_new/110216-LaptopMag-Facebook-Find-Friends-Main-hmed-236p.grid-7x2.jpg
Do Not Force Unnecessary Steps
Walk Them Through The Initial Configuration
http://compass.xboxlive.com/assets/29/1e/291e2aa4-7c11-4727-9c78-855fd1f4c8a5.png?n=one-looking-for-your-tv-picture-l.png
Let Them Know When They are Finished
http://2.bp.blogspot.com/s48yeiLGa8/Tovi2C_l9II/AAAAAAAADwo/vu_BnPWCQpw/s1600/16.jpg
The OOBE Stages: First Use
First UseSetup/ConfigureUnpack
Make it Engaging
http://cdn.arstechnica.net/wp-content/uploads/2013/07/IMG_8059-980x6531-640x426.jpg
Keep it Simple – Don’t Overwhelm Your Customer
http://cdn.arstechnica.net/wp-content/uploads/2013/07/IMG_8059-980x6531-640x426.jpg
Get Them Right Into It
http://o.aolcdn.com/hss/storage/midas/18d9f937818f7bc4c89d2e70d040c68d/200726747/lead-iphone6plus.jpg
What if They Run Into Trouble?
http://api3.clubtix.com/images/layout/pages/customer_support_banner.jpeg
How to Measure Success
• Usability Studies• In-Home Focus Groups• Focus Groups• Social Community Feedback• Customer Service Data • Landscape Review and Comparison to
Competitors
Resources• Fouts J.W. (2000). On site: an “out-of-box” experience. Comm. ACM 1(43) 2000. 28-29. • Marketing Statistics and Future Trends in Global Packaging. Rep. The World Packaging
Organization, 10 Oct. 2014. Web. 16 Oct. 2014.• International Business Machine. Designing the Outof-Box Experience. (accessed 2001,
January 30)http://www3.ibm.com/ibm/easy/eou_ext.nsf/publish/577• IBMa (2004) Ease of Use – User-Centered Design Process
http://www-306.ibm.com/ibm/easy/eou_ext.nsf/Publish/19 (retrieved 20 March 2004)
• Personal and Ubiquitous Computing (2005). Special issue on out-of-box experience and consumer devices. Personal and Ubiquitous Computing 9(4) 2005. Springer-Verlag London Ltd. ISSN: 1617-4909
• Sinkkonen I. (2001). Designing for humans: The first use of a product. In Pantzar E., • Savolainen R. and Tynjälä P. (Eds.): In search for a human-centred information society.• Tampere University Press, Tampere. 215-233. • https://www.pinterest.com/ciff145/packaging-idea/
Thank You!
Questions?