Unboxing the User Experience: Why That Pretty Box Matters More Than You Think

To start with, I’m a bit of a function-over-form kind of person. Flashy aesthetics often strike me as a distraction, a way to mask a lack of substance. So, when a recent experience with Blinkit completely upended my perception of packaging, I knew there was a story worth dissecting.

Products ordered from Blinkit

The Plot Twist: A Delivery Delight

It all started with a jury presentation at NIFT Bangalore. Printouts? Essential. Nearby print shops? will take 15–20 minutes. Enter Blinkit, the delivery app I (shamefully) hadn’t tried yet. Ordering was a breeze, and within 7 minutes, my precious printouts arrived. The price? A steal at Rs. 36 for 11 black and white copies. Relief washed over me, tinted with a surprising dose of… delight?

The package with printouts delivered on 13th march 2024

The culprit? The packaging. It was, in a word, cute. This seemingly insignificant detail nudged my experience from “satisfied” to “thrilled.” It made me wonder: how could a paper bag evoke such a strong emotion?

Unboxing the User Experience

The answer lies in the surprising power of packaging. Beyond its traditional roles of protection and communication, packaging plays a vital role in shaping user experience (UX). In physical stores, it’s the first impression, the siren song that lures us towards a product. But in the online world, where purchase decisions are already made, packaging takes on a new mission: customer retention. It elevates the delivery and unboxing process, transforming a mundane task into a (dare I say) delightful memory.

User journey of physical stores and online store

Blinkit, in its packaging savvy, goes beyond mere protection and branding. They’re fostering customer loyalty, one cute paper bag at a time. My second order — a book delivered in a flash with no delivery charge — arrived in the same charming packaging. Did I need a fancy bag? Absolutely not. But the unexpected touch elevated the experience, leaving a positive impression that transcended the basic delivery.

The Science of Surprise: Unboxing as a Reward

This, my friends, is the magic of the “unboxing effect.” It’s a psychological game of anticipation and reward. The product itself is hidden, building anticipation. The beautiful packaging, with its visual appeal, beckons us to interact — to unbox. It’s like unwrapping a present, and the reveal becomes the reward. This final step in the user journey leaves a more lasting impression than a standard delivery, creating a positive memory that resonates.

But Blinkit goes a step further. In the fast-paced world of delivery apps, their commitment to good packaging sends a powerful message: “We care.” It sets them apart from competitors who might prioritize speed over aesthetics. They’re not just delivering a product; they’re delivering an experience.

The Unboxing Craze: A Cultural Phenomenon

The power of unboxing extends far beyond my personal anecdote. It’s become a cultural phenomenon, with dedicated YouTube channels boasting millions of views. People are captivated by the anticipation, the thrill of discovery — it’s like living vicariously through the unboxer themselves.

Unboxing video tutorial. Source: https://www.youtube.com/watch?v=HYVxFy3bfGI

The Takeaway: It’s All About the Journey

This experience serves as a powerful reminder that the user journey is a holistic experience, from the first click to the final delivery. Just as a first impression matters, so does the last. Investing in thoughtful packaging isn’t just about aesthetics; it’s about showing your customers that you value them, that their experience with your brand matters from start to finish.

According to a study by Bain & Company, between 60% to 80% of customers don’t return to the same company from a product or service, even if they were previously satisfied. Packaging, in its unexpected way, can be the bridge that keeps them coming back for more. So, the next time you’re designing that cardboard box, remember, it has the potential to be the cherry on top of a truly delightful user experience.

Thanks for reading!