Logitech Package Refresh
Logitech’s biggest category packaging had to go through evolutionary redesign to avoid from being de-listed from Logitech's biggest U.S. retail customer, OfficeMax, and to address the declining average selling price for the product portfolio.
The design solution was to maintained the strong brand block, clearly differentiate within the mice product line-up to help with up-sell and communicate the usage context on the front of keyboard packages for quick reference on shelf.
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 with some Logitech employees to finalize on one design options to test against the current design at OfficeMax.
This is selected design that performed the best at the testing in meeting the business objective, clearer differentiation and communicate usage case.
We took the selected design to test against the current design at the OfficeMax store. The Consumer Insights team lead the testing with the participates while a few of us observed and listened.
The finding from the testing proved the new design performed better than the control in differentiating within the product portfolio to help with up-sell and improvement in communicating the usage cases, but the explanation of the features needed improvement.
These are the feature icons we revised as well to aligning with the new brand style guide for print and digital marketing needs.