Opinions about anything (people, places and products in the broadest sense) are formed quickly and the most influence on that opinion occurs on the order of seconds to minutes. It’s part of our rapid filtering process because there are so many things being sensed. And that initial opinion (bias) can never be completely erased. One of the things that goes on during product development is OOBE (out-of-box experience) design which is intended to craft the customer/user experience from the initial contact with the product until it is in basic operation mode. Apple is the best known in OOBE design especially from package opening to activation. Perhaps one of the most famous OOBE features is in the original Macintosh computer with its power-on sound. It gently provided the user assurance that the system was receiving power (the unplugged cable was a huge technical support issue back then) and that the user-friendly experience was about to begin (too bad for the Sad Macs). I learned about and worked on OOBE for a little while at Handspring. Before that, I had to be familiar with BOMs and the marketing requirements that went along with it. A Product Marketing Manager with an MBA qualification was the OOBE Lead but really it required a scientific approach to determine and achieve optimum OOBE. Careful research is required. We were focused on both external and internal factors but usually ended up being most selective with just a top few factors of what we thought would be the most influential. Funny story: I remember when a sticker would get attached to the product when a serious OOBE flaw was discovered after production. OOBE is more so important in product innovation because users will generally be having a first-time experience with the truly innovative feature and OOBE frustration could quickly become negative opinion. So in YCISL, where we take a guerrilla approach to innovation, OOBE design is a skill that should be coached to youth in order to optimize the minimum cost-maximum impact as well as competitive advantage. And since YCISL is a small group, we may be able to collectively analyze OOBE and practice it as a skill relevant to creativity, innovation and leadership. Even moreover, it would seem that excellent OOBE design could change the perception of sustainability as sacrificial as opposed to sensible organic growth.
Basic Introduction to OOBE (practice for YCISL activity mentors):
1. Choose a product.
2. Simulate user experience, taking photos at every step.
3. Evaluate each step with respect to visual, tactile and interaction experience. Also evaluate waste impression.
Outline of OOBE Evaluation Activity for YCISL:
1. Choose a product. Product should include packaging and collateral as well as the product itself.
2. Simulate user experience for 5 to 15 minutes (longer may be needed for multi-step set-up).
3. Evaluate visual, tactile and interaction experience and impressions of all materials. Were any sustainability features part of the OOBE experience?
4. Rate the overall OOBE experience including non-critical materials.
5. Repeat with a competing product. Compare.
Outline of OOBE Design Activity for YCISL:
1. Choose a product. Remove packaging and collateral, keeping only the main product and any required accessories.
2. Examine the product’s form and function.
3. Design packaging and collateral for the product. Add a sustainability highlight to the OOBE, if possible.
4. Evaluate the features of the OOBE design.
5. Have someone else evaluate and provide feedback on your OOBE design.