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Ring Video Doorbells Revamps Packaging System To Reduce Complicated And Wasteful Packaging

by Chloe Gordon on 01/07/2022 | 4 Minute Read

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ABOUT RING Ring is a consumer electronics company owned by Amazon, best known for inventing the first Video Doorbell in 2013. Since that first innovation, Ring has introduced a range of forward-thinking home security devices that help customers—our neighbors—protect what matters most. 

THE ORIGINAL PACKAGING More isn’t always better. 

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From 2015–2019 Ring packaging was executed with a one-size-fits all approach, regardless of the device’s size, tier or innovative features. Structures were engineered to be large and take up space on retail shelves to capture the consumer’s attention. Excess materials offered a more elaborate unboxing experience to suggest the product had a premium value, on-trend at the time. The result was cumbersome, wasteful and overcomplicated packaging. It was difficult for customers to quickly learn about individual products and differentiate them within a category. Retail partners couldn’t fit the large boxes on shelves, especially as more Ring products came to market, which limited retail ownership and inventory. At the heart of Ring is a mission to empower our neighbors with convenient technology that helps provide peace of mind from anywhere, and packaging was primed to do the same. 

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NEW OBJECTIVES A purposeful, customer-first approach. 

In early 2020, the Ring Product Experience team launched a full redesign of packaging for the bestselling doorbell system, a flagship category. We evaluated each component’s purpose, materials, and clarity of information. Applying critical insights from user research testing, we determined the following structural and content changes to deliver an intuitive, streamlined and meaningful experience: 

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– Reduce packaging footprint significantly to get more products on shelf. – Use less materials and implement sustainable solutions wherever possible. 

– Eliminate the Solid Bleached Sulfate (SBS) outer sleeve, which would slip off the box in retail locations, and E-flute roll end lock front (RELF), which contributed to over-packaging. 

– Replace the bulky pulp tray to further minimize excessive packaging and reduce materials that are inefficient to manufacture. 

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– Improve the organization of accessories with dedicated placement for technical publications (quick starts, manuals), hardware, and tools, making them easier to find and identify. 

– Develop a strategic design system that conveys the “good, better, best” product architecture to help consumers make informed purchase decisions, including color, material, and finish (CMF) cues, writing style, and content flow. 

THE REFRESHED PACKAGING Minimal footprint, maximum experience. 

We brought our new doorbell packaging system to market in 2021 with a series of user- centric design, content, and environmentally-focused improvements. This includes prioritizing materials from sustainably managed forests and designing all components to be recyclable, ensuring alignment to Amazon's climate goals for devices. 

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-- Designed a thinner, lighter top-loading SBS F-flute box for a simpler opening experience with direct-application printing, resulting in one less packaging component. 

– Engineered versatile, easily recyclable kraft paper device “caddies” custom-fit for each doorbell, replacing the bulky pulp tray. 

– Created a unique kraft paper “folio” insert that functions as a work surface and dedicated place for installation hardware, tools and technical publications. 

– Designed a streamlined pull-tab system to guide customers with fewer interactions across the out-of-box experience. 

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– Engineered the inset fold alignment and common corner radii for all folio diecuts to reinforce Ring’s brand language, evoking the logo curvature and original doorbell industrial design. 

– Purposefully eliminated excess air resulting in a 66.6% decrease in box weight, which led to triple the pallet efficiency. 

– Re-engineered the structures for an average of 300% reduction in box footprint for improved logistic and retail optimization. 

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– Increased our use of wood-fiber-based materials from sustainably managed forests (Forest Stewardship Council, FSC-certified) from 85% to 99% . 

– Devised a color framework for entry-, mid-, and pro-tier architecture to help guide customers through the purchase journey. We further differentiate the pro-tier with finishes including foil stamped logos, embossing, and spot UV coating. 

– Changed the visual hierarchy of images to emphasize the live-view functionality of the device. 

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– Implemented a streamlined copy and graphic design strategy for a features-focused narrative based on a key data point that 79% of customers perform the majority of their research online prior to purchase. 

  • Creative Director:: Tina Virani
  • Designer:: Zachariah Kahn
  • Copywriters:: Nicole Caputo, Jen Betterley, Samantha Nguyen
  • Engineers:: Paul Marchetti, Marissa Laver
  • Production:: Justin Fuller, Ryan Anderson, Faina Karasik-Ratmansky
  • Program Manager:: Margot Graysmith
  • Renders:: Brandon Lopez
  • Comapany: Amazon

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