I led the initiative to reimagine Owlet’s Packaging Design & Unboxing experience. The core focus of the refresh was to 1. refresh the visual appearance of the packaging, 2. improve the overall unboxing experience, 3. make use of eco-friendly materials and processes, and 4. reduce BOM cost.

For the look & feel, we wanted to expose the earth tone color of the cardboard material. We felt this was more warm and welcoming than the trendy white boxes that has dominated the consumer electronic space. At the same time, we wanted to make a statement that Owlet cares about the environment as much as we do about babies.

We also explored many architectures and different ways of revealing the product to our customers while minimizing the amount of materials that are required. While one of the core focus was to reduce costs, we made sure to maintaine the premium look and feel of the unboxing experience.

After careful consideration, the team chose the clam shell design for the refresh. Everyone who interacted with the design enjoyed the experience of opening the clam shell box (like opening something special or opening a jewelry box). There is a level of precision and premium-ness to the experience. While we were able to save 20% over the previous packaging design, we wanted to make sure the packaging and the unboxing experience continued to feel premium, especially with the decision to expose natural cardboard material.

The architecture was designed so that the product and its contents are revealed in two stages. First, the sock, sensor, and base station is revealed as the clam shell box is opened. The paper foot not only presents the sock to the user but also educates them on how to properly wrap the sock around their baby’s foot. Then the power adapter, cable, and extra fabric socks are revealed by opening the panel on the top of the clam shell. We made sure this design is adaptable and scalable for sale in other countries (different size power adapters) as well as for other products in Owlet’s ecosystem (like the Cam2 baby monitor).

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