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?