Kindle Unboxing experience
Beautifully combining physical and digital interactions to make Kindle easy to learn.
Step 1
Open the book to find the Kindle with instruction manual pages around the screen.
Step 2
Flip through instructions to setup the Kindle. Each page describes one step on the screen.
Step 3
Once done, the Kindle can be removed from the book for use. Or, customer can remove the pages and use the book as a cover.
The Challenge
The paper-like touchscreen on Kindle device is an unexplored experience for many first time buyers. How can we the onboarding experience be redesigned to make Kindle easy to learn and use?
Role
I conducted usability testing, material explorations and designed and manufactured the prototypes.
Duration
3 weeks
Team
Piyush Dawande
Yaxing Zheng
Yaxing Zheng
Tools
Figma
Illustrator
Laser Cutter
Illustrator
Laser Cutter
Current unboxing experience : what's wrong?
1
First time customers are excited but also nervous about the new device as it might not be what they expect. They are trying out a new reading experience instead of a book and the transition is uncomfortable.
"Kindle's unboxing experience is similar to my mobile phone. But it's not a regular device for me. I bought the device to read my books, it kind of left me wanting more from Amazon.”
2
Kindle's paper-like touchscreen is a different experience from conventional digital touchscreens. This frustrates users as they try to use gestures from their phones, tablets to the Kindle
"My daughter bought it for me. I happily opened it but it’s hard to use it, unlike my phone. I was not sure how to make everything right. I waited for my daughter to set it up for me and introduced all the functions I needed.”
Why do we want to redesign the experience?
Celebrate the love for reading
Build an unboxing experience that celebrates why our customers buy Kindle : reading.
Guided Onboarding
Prepare new customers to the paper-like screen and the new interaction experience on a Kindle.
Build a brand
Reposition Amazon Kindle as a product that is a part of your reading ecology along with your books.
Prototyping
Component 1 : The box
A Book as a box
As new customers have been using books and trying Kindle as a new reading experience, we thought of using the look & feel of a book as onboarding for the new device. We created book like laser cut frames to try the experience. The prototypes lead way to iterating the form of the book to better emulate the rectangular nature of the Kindle and the books themselves.
We want the book to have the texture of an actual book. Due to limited time frame, we used the wooden laser cut prototypes and reworked them to better fit our quality requirements.
We want the book to have the texture of an actual book. Due to limited time frame, we used the wooden laser cut prototypes and reworked them to better fit our quality requirements.
Prototyping
Component 2 : Onboarding instructions
Flip book interaction
We were inspired by mobile onboarding experience created by Special Studios and ideated on using papers as a form of instruction manual for Kindle.
Through our prototypes for a flip book instruction set, we realized there's lack of connective glue between the physical flipping and the changes on the digital screen. We decided to provide page turning instructions in the device and on particular pages to guide the users.
Through our prototypes for a flip book instruction set, we realized there's lack of connective glue between the physical flipping and the changes on the digital screen. We decided to provide page turning instructions in the device and on particular pages to guide the users.
Usability Test
Good and bad outcome
We recruited 4 participants, who haven't used a Kindle before. Participants were given the wooden box and asked to open the box, setup the Kindle and start using it. Later, we conducted interviews to get their feedback.
1
Participants were delighted when they open the 'book'.
All 4 participants could easily setup their devices. Their excitement when opening the book was clear and it showed that the design is heading in the right direction.
"The experience makes Kindle special.”
"I wish my next device has the same level to help & care
put into it."
put into it."
2
The book-like experience obstructs participants from accessing the device.
Out of 4 participants, 2 stated that they loved the unboxing experience so much that using the Kindle itself felt dull. The design was subverting the product that we are designing around. Iterating to create a simpler experience that captures the essence is necessary.
“If I see this open-box experience online, I would try the product just for the experience itself.”
"Aah! The Kindle is OK, I want to play with the book itself!"
My Takeaways
What did I learn?
1
Exploring the materiality of a product to build a fulfilling experience is beneficial as a designer. This knowledge can be transferred to digital designs as well.
2
Even if we design a specific component of the product, keeping the big picture in mind is very important. The component has to improve the overall experience and not it's own experience.
What can I improve?
1
I can create quick and dirty prototypes initially so as to reduce resources and time invested later on big changes in the design.
2
Striking a balance between prototyping iterations and usability tests is very important.
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