As an e-commerce company selling direct to consumers, packaging was a key part of the SimpliSafe experience from the very beginning. But as we grew into retail stores and started introducing new products every year, things became more complicated.
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Packaging sent direct to the consumer through the mail has to be as cheap as possible. But retail packaging has to feel premium and tell a story. We married these two conflicting needs by creating a simple inner box to be sent in the mail and a higher quality sleeve to be applied for retail uses.
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Over my 8 years managing the design side of the packaging team, we were challenged every fiscal year to cost down in clever ways without sacrificing experience.
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Packaging requires you to design from the Macro (how will our boxes look on the shelves compared to our competitors) down to the Micro (what are the right materials, internal layout, language to use).
Unpacking the user experience
For an e-commerce brand, getting through check out is just the jumping off point for customer experience. You’ve made a promise, now you have to prove the value of the product and gain their allegiance to the brand. An easy installation process is key to building confidence, but I believe even more important are the small details that delight the consumer and foster loyalty.
