Re-Designing Ruggable’s packaging
This project aimed to enhance the user’s brand and product perception by elevating this critical touchpoint on the customer’s user journey. This was achieved by re-engineering the boxes to perform better in ground transit and by enhancing the out of box experience to increase the perceived value of the product and the brand. I was the design and development lead and designed over 30 unique cartons holing hundreds of SKU combinations across a national and international vendor network.
Because you never get a second chance to make a first impression
Improving the unboxing experience enhances both the product and the brand. I collaborated with Brand and Marketing to add branded elements and moments of discovery throughout the unboxing, creating a unified branded experience.
Key Features
Builds anticipation through layered unboxing experience
Visually impactful product reveal.
Reenforced walls reduce transit damage.
Identifying The Problem
Upset Customers
Customers describe the current packaging as sloppy, coming apart, and a poor unboxing experience; impacting customer delight & NPS
“My Ruggable arrived roughly folded in a half-opened, half crushed box, no thank you card or inner packaging so a little more presentation would be nice on delivery, especially when making a fairly expensive purchase.”
“Your goods are beautiful, but the disinterested sloppiness with which they were packaged thoroughly spoilt my joy. The wonderful rug arrived in a box that was far too big. There was no protective paper either, so it was with great annoyance that I had to remove a twisted, crumpled thing. How can you treat such beautiful goods so carelessly? And what disrespect for your own work and the customer is expressed in these actions! I will now unsubscribe from your newsletter. I will not put up with or even risk such a disappointment a second time.”
An new approach to box forming significantly improved crushing, bursting, & handling challenges during transit.
Key features that improved box performance by over 50% in transit.
Testing Validation: ISTA 3A + Ship tests + Capabilities TEsting
ISTA 3A Testing - Third-party testing validated performance of redesigned boxes versus the previous design. The test subjected boxes to comprehensive drop, crush, load, and vibration hazards associated with domestic ground transportation. This testing criteria was never used on previous box designs and provided valuable insights into evaluating the performance improvement of the redesigned boxes and creating a continuous improvement feedback loop.
Domestic ship tests were conducted with each package to evaluate packaging in a low risk, small scale, live scenario.
Capabilities Tests were performed at each manufacturing plant in order to identify the impact the new packaging would have on fulfillment labor, and identify areas of operational optimization prior to launch. We were also interested in tracking the live orders to see the impact the new packaging would have on customers.
