One of the often-overlooked parts of the Customer Lifecycle is the point at which a customer opens the box....

This is referred to by industrial and product designers as the OOBE or the Out Of Box Experience. There are a couple of notable companies that give good OOBE, Apple being one, and the Dyson company being another, but many companies fall flat on their face at the point the customer opens the box. A classic OOBE for many of us was the cursed "batteries not included" small print on the toy we got on Christmas Day. I wonder what the modern day equivalent is?
Well anyway, there is now a whole blog dedicated to the art of "unboxing" and you can find it at, and a hearty Tip of the Hat to Adam Richardson of Frog Design.
And for all you Dutch speakers, here's a version of unboxing from the Netherlands, but they call it and Uitpakparty and they just threw one for the Nokia N91 (don't you wish you had a babel fish sometimes).
BTW if you're interested in participating in the uboxing meme, go post some photo's to the unboxing flickr group. I for one will be posting pics when I unpack my Nintendo DS Lite this weekend :-)

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OOBE: Out-of-Box Experience

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Karl Long, straight talk, critical thinking, and strategic vision. Karl is fascinated in what happens and what value can be created "in the space between" customers and businesses, it is this space that customer experience happens, brands are built, value is co-created, and sometimes customers are let down.

Karl likes to focus on these areas and is a passionate believer that companies that pay attention to this space, like Google, Netflix, Amazon, ikea & ebay, create the strongest brands that essentially market themselves.

Karl writes the number 2 site on the topic of customer experience at - customer experience strategy est. 2003, where he explores the marketing, branding and design implications of customer experience.

More recently Karl started up - microbrands & micromarketing to explore what he thinks is next generation marketing and branding that will rely on non-traditional marketing channels, like blogs, social software and co-created content.

Karl holds an MBA in Design Management from the University of Westminster in England and currently lives in the South of Florida for his sins.

Feel free to get in touch:

c. 617 794 8475