LOGITECH PACKAGE REFRESH
The objective is to refresh Logitech’s biggest category packaging to avoid being delisted from Logitech's biggest U.S. retail customer, OfficeMax. The business goal is to address the retailer’s complaint and the declining average selling price of the product portfolio.
The design solution was to maintain the strong brand block, clearly differentiate within the mice product line-up to help with up-sell, and clearly communicate the usage context on the front of keyboard packages to assist consumers with purchasing decisions and up-sell. The retailer was very happy with the design solution and the business avoided being delisted.
I met with business partners to fully understand the business challenge, and then lead a small team of designers during the design exploration phase to create multiple options and narrow them down to three for the internal testing. Once the final design was validated through internal & external testing, I immediately updated all the package’s layout files, oversaw the localized layouts, art directed product and lifestyle photography, and proofed all the press sheets to ensure the print quality.
The retail customer was pleased with the positive test findings on the new design and as a result, we prevented the products in the biggest category from being delisted. Our effort and success in helping to solve this business problem was a testament to the design team’s business acumen, expertise to create and validate a solid design solution, and ability to collaborate with cross-functional teams to execute on a global level.
My Role: Art Direction & Design
I lead three other designers to explore many evolutionary design options and presented to our business partners. Top three options were selected to test against current design for the internal testing.
We worked with the Consumer Insight team to create mock-ups for the qualitative testing to finalize on one design options to test against the control design.
This is the selected design that performed the best at the testing in meeting the business objective. The design solution for the mice packages was to create a black band on the top to easily differentiate from the lower tier products and use the number of icons to facilitate up-sell. That visual design was extended to the keyboard packages for consistency in facilitating up-sell and lifestyle photos were added to the higher tier products that require additional explanation to promote better use case understanding.
We worked with a moderator to do the in-store testing of the new design at the OfficeMax store over 3 days with 12 participants.
The final refresh design of the packages met the business objective to facilitate upsell and increase the average selling price within the product category and helped consumers to better understand the product’s usage cases while maintaining the brand block in the retail environment.