Shamprise / Finding the Right Problem

Project under NDA

Our task was to add delight to the e-commerce unboxing experience of shampoo, looking only at secondary packaging (the packaging around the bottle). We conducted 8 in-home, in-depth consumer interviews and realized that changing secondary packaging would be tending to symptoms rather than curing the disease. 


We went beyond the scope of the project to tackle the real consumer tensions, changed the design and function of the primary packaging (the bottle), and well as re-designed the secondary packaging and experience, to add delight to the the entire process.