The “out-of-box experience” (OOBE) refers to a consumer’s first impression of a product when it is first opened. Companies are increasingly focusing on OOBE to promote their brand and reduce costs. A positive OOBE means consumers were able to use the product with minimal stress. Improving the interaction design of goods leads to better human-computer interaction and customer satisfaction.
“Out-of-box experience” is a trade term that refers to the consumer’s first impressions of a product the moment the product is first opened out of the package. The term is most commonly associated with the computer technology and software industries, but can be applied to any sale aimed at consumers. An out-of-the-box experience, or OOBE as it’s commonly called, starts with a simple aesthetic—particularly how easy it is to remove the product from its packaging and how professional it looks—and extends to basic usage. A positive OOBE means consumers were able to get the product to work with a minimal amount of stress and frustration.
Companies are increasingly focusing on out-of-the-box product experiences, both as a way to promote their brand and sell products, and as a means to reduce costs in the long run. It is not uncommon for manufacturers to hire dedicated marketing specialists and design teams to focus solely on OOBE for a given product line. The default experience design usually considers everything from the tightness of the shrink wrap to the size and responsiveness of the power button inside the device.
Consumers who buy products they can’t open, use, or operate often feel frustrated. This is especially true with computers and internet accessories. If a shopper has difficulty setting up a new laptop, for example, or if he finds the license agreements and setup wizards on a software program confusing or boring, he is likely to have a negative impression of the brand. He may complain about the product to friends and may avoid buying from that brand again. Consumers often refer to these frustrations as “immediate failure.”
Depending on the problem, a consumer can also request technical assistance or return the product outright. Both of these options cost the manufacturer. For one thing, hiring competent customer service professionals is often no easy feat. Processing returns isn’t cheap either, especially when there’s nothing wrong with the item. Companies often seek to mitigate unnecessary costs in these areas by investing in the out-of-the-box experience at the front end.
Rewording instruction manuals to make them clearer and improving electronics compatibility standards generally require some upfront capital. However, improving the interaction design of goods usually leads to a more positive experience and better human-computer interaction. It is often difficult to put a price on customer satisfaction, but companies are investing more and more.
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