Best Practices In The Out-Of-Box Experience

April 8th, 2008

Vidya L. Drego

With contributors:

Bruce D. Temkin , Andrew McInnes

Summary

A good out-of-box experience (OOBE) can reinforce the benefits of a product and brand while a bad OOBE can increase costs and returns. But it's not easy to get the OOBE right because the experience crosses many internal and external organizations and requires a combination of skill sets. Our research uncovered best practices in all five steps of Forrester's OOBE evaluation. Some of these practices include Apple's tactile product package, Nintendo's in-box organization, and Piperlime's branded packaging materials. To improve their out-of-box experiences, firms should start by establishing a cross-functional team and observing the experiences of their customers.

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