Getting the onboarding experience right

Posted on December 01 2015

Getting the onboarding experience right

A great product should be any company's FIRST priority. A great onboarding experience comes a very close second.

After spending two years investing in, testing and tweaking Safedome, we knew we had to get the onboarding experience right. So we asked ourselves: “How do we deliver a premium technology product in a no nonsense, efficient, cost-effective way that also embraces the product’s values and ethos?” 

Good, thoughtful packaging design engenders trust.

More often than not, poor packaging design reflects badly on a product. If a customer doesn’t care for the packaging, why would they care about the technology, the software, or any of the thousands of other details that you’ve invested a lot of time and money in developing?

We wanted to make sure the Safedome packaging experience matched the product. So we took great care in designing a user experience, from browsing to unwrapping, that relies on good packaging and intuitive, easy-to-follow setup procedures. 

Home delivery: The new norm.

More people and companies are selling online than ever before. Let’s face it, that brick-and-mortar experience of buying things in a physical shop is just not the norm anymore. This means great packaging and branding are having a much bigger and more personal impact. 

In many ways, the packaging IS the new brick-and-mortar experience for customers. No one gets excited about seeing a generic brown box on their doorstep. They get excited about the fact it has Amazon Prime printed on the side with the branded tape. "Yes! My what-you-call-it just arrived!".

Even Apple can get it wrong.

It’s not, however, that simple. And I was reminded of this when a box landed on my desk recently – the Apple Watch box.

I, like many other people, have generally been a huge fan of Apple packaging. The packaging for the Apple Watch, however, felt over-engineered and ostentatious. And it just screamed wastefulness. 

Looking at the packaging, I couldn’t help but think of its environmental impact. Let’s face it, there’s just no need for so much plastic and complexity. Throwing it out straight away seemed wasteful, so I kept it. I then thought: “Surely I’ll find another use for this.” So I kept it for a few more weeks. Eventually I threw it out. That long hefty box just wasn’t going to work as a pencil case for the kids.

A pricey looking box also says: "You just spent a whole lot of money that you really didn't need to on this packaging." It's like sending a donation to a charity and then realising where a lot of it’s actually been spent: on more mailouts begging for even more money. The balance has to be struck, otherwise a brand can look like it’s more concerned with image than substance. 

Finding the right balance.

As a designer, I’m always aware of my many responsibilities: to the environment, to the product, to my boss’s vision, to the customer.

Our task was to create a package for the Safedome card. A credit-card sized card with the smallest electronics in the world that slips easily into your wallet. Shipping out Safedome stuck to a welcome letter and thrown into a DL envelope was never going to be an option.

Fit, feel and weight.

There were a few things we had to get right.

  • Fit – The card had to fit snuggly into the box and be easy to remove – behaving exactly as it would in your wallet. 
  • Feel – The packaging had to feel smooth and tactile – just like your well-loved wallet.
  • Weight – The lightness of the card had to be a pleasant surprise – a new product in your already technology-filled busy life that wouldn’t weigh you down.

Unboxing the card had to be simple, welcoming and efficient – quickly discovered, easy to use, with a minimum of fuss. We were not out to emulate expensive packaging. We wanted to provide you with peace of mind. Just like Safedome does. 

Less is more.

We also didn’t want excess – that unnecessary waste and clutter that often comes with packaging. After all, at home we only have so much space for empty boxes and gift bags that go to rest for months on end in the hope of being reused one day. And let's be honest, just like the Apple Watch box, they all get thrown out eventually.

We don’t want you to feel guilty about throwing anything away, so we’ve consciously kept the packaging as minimal as possible. A simple and clean experience that gets out of the way fast. 

Simple packaging can still be great. Ultimately, we hope you fall in love with Safedome even before you start using it.


No one does safe, like Safedome.

Designed to fit in your wallet, the Safedome card connects to your phone via Bluetooth and alerts you if your wallet is at risk. With 24/7 active monitoring, Safedome knows when your wallet is missing before you do.


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