1. Out of Box Strategy and Packaging Design Presented by Blair Brown

2. 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

3. 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” (D efinition of out-of-box experience from the Cambridge Business English Dictionary © Cambridge University Press)Cambridge Business English Dictionary Simplified: – Package (Before opening/purchase) – Opening the package – Installing the product – Using the product

4. WHO CARES ABOUT OOBE?

5. 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)

6. What YouTube

7. WHO IS INVOLVED IN OOBE?

8. Who are the OOBE Stakeholders Packaging Department Marketing Customer Service Retailers Safety and Regulation, Structural, and Software Engineers

9. 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?

10. PRODUCTS, LIFE CYCLE, AND OOBE

11. Product Life Cycle and OOBE Replace Product (End of Life Cycle) Ongoing Use First Use Setup/Con figure Unpack AcquireResearch Identify Need OUT OF BOX EXPERIENCE

12. The OOBE Stages First UseSetup Unpack

13. Help Them Find The Starting Point http://teehanlax.com.s3.amazonaws.com/wp-content/uploads/4130595423_c2d5c1944a.jpg

14. Don’t Make it Painful http://fivepercent.us/2008/05/16/packaging-physical-injury-from-opening/

15. Make It Easy http://static.squarespace.com/static/5026d83fc4aaa1192f705acd/t/50394ebce4b00cf0e8cef2d6/1345933005247/IMG_3470.jpg

16. Make it Hard to Screw Up http://www.flickr.com/photos/yuhui/2114771140/

17. https://farm4.staticflickr.com/3858/15393937661_ae968d368a_b.jpg Limit the Package Waste

18. The OOBE Stages: Setup/Configure First Use Setup Unpack

19. OOBE – Keeping Customers on Track

20. Give Them Control http://www.ifunia.com/images/ipod/setup-ipod-nano1.jpg

21. 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

22. 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

23. Let Them Know When They are Finished http://2.bp.blogspot.com/s48yeiLGa8/Tovi2C_l9II/AAAAAAAADwo/vu_BnPWCQpw/s1600/16.jpg

24. The OOBE Stages: First Use First Use Setup/ConfigureUnpack

25. Make it Engaging http://cdn.arstechnica.net/wp-content/uploads/2013/07/IMG_8059-980x6531-640x426.jpg

26. Keep it Simple – Don’t Overwhelm Your Customer http://cdn.arstechnica.net/wp-content/uploads/2013/07/IMG_8059-980x6531-640x426.jpg

27. Get Them Right Into It http://o.aolcdn.com/hss/storage/midas/18d9f937818f7bc4c89d2e70d040c68d/200726747/lead-iphone6plus.jpg

28. What if They Run Into Trouble? http://api3.clubtix.com/images/layout/pages/customer_support_banner.jpeg

29. How to Measure Success Usability Studies In-Home Focus Groups Focus Groups Social Community Feedback Customer Service Data Landscape Review and Comparison to Competitors

30. 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/

31. Thank You! Questions?