Sustainable Packaging Communication
Explore solutions to encourage MR Porter & Net-A-Porter customers to select sustainable packaging, communicating to them the eco-benefits in doing so.
Initiative:
Customer benefits - an opportunity to lean into a more eco-friendly option inline with YNAPs ambitions to support a sustainable process where possible.
Benefits to NAP & MRP - a significant increase in basic/discreet packaging over brand will have a lower carbon footprint and cost-saving to the company.
Contents
Objectives
Analytics & Insights
Experience Audit
Initial Designs
Mr Porter - User Testing
Refinement & Recommended Approach
01. Objectives
Target
1st time and returning customers
UX/UI solution should not deter users from the task at hand whilst in the checkout funnel. With a focus on non-EIP's who have already made a purchase and have already experienced receiving our branded packaging.
Customer placing gift order
What happens when a delivery is being sent as a gift ie. gift message has been inputted. Does the prompt to change to discreet still apply and should it be overridden if previously selected?
Increase
Basic/Discreet packaging orders
Educate our user on the difference between Premium & Discreet / Basic packaging from a sustainable point of view.
Reduce
Use of packaging material.
Premium packaging production costs to the business.
02. Analytics & Insights
The projected cost-saving for all non-EIP customers to default to basic/discreet packaging was a huge amount for the business. It would also have a much lower carbon footprint because it would use up less packaging.
The difference between each type of packaging
We were unable to get the carbon footprint for choosing Basic/Discreet packaging over Luxury packaging but the difference is almost double the materials. All packaging is recycled.
Luxury packaging
Packaging box
Presentation box/bag
Ribbon
Tissue inside and outside the box
Basic/Discreet packaging
Postal box
Tissue paper
03. Experience Audit
How do we currently select packaging?
The migrated versions of the NAP & MRP purchase path contain the Packaging and Gifting options in the 3rd section of the single screen checkout flow.
In this section, users can select between Signature / Premium and Discreet / Basic packaging.
Premium is selected as default. Gifting messages can also be input in this section.
04. Initial Approach
We want to begin encouraging customers to select discreet/basic packaging as a default for their future purchases once they have had the pleasure of experiencing our Premium packaging on their first order.
Also, we want to ensure that when purchasing a gift for someone, they are given the control to make sure whoever is receiving will get the best experience.
First time user
Returning user
User returning to buy a gift
(Defaulted to sustainable packaging)
Focus areas
Messaging & language
Packaging selection
Gift messaging
Initial approach
Editorial approach
01. First Time Order:
Messaging & Language
Behaviour:
Defaults to Premium Packaging.
Message regarding sustainable benefits displayed.
Design:
Added to packaging images.
Discreet / Basic Packaging name changed to Sustainable.
Packaging options positioned side by side.
02. Return Order:
Packaging Selection
Behaviour:
Premium Packaging still default
A default checkbox is introduced.
If selected future orders will be defaulted to Sustainable unless user un-checks.
03. Purchasing a gift:
Gifting Message
Behaviour:
When a user chooses gifting and Sustainable packaging is defaulted, a message displays informing the user that they can change to premium for this order.
Refinement
To implement the best experience for non-EIP customers shopping for the first time, returning, or gifting, the experience needs to be clear and meet their expectations…
It was decided that a less editorial approach and a more informative and functional approach should be explored.
01. First Time Order:
Messaging & Language
Behaviour
Approaching the messaging from an environmental perspective will help the user to make a more informed decision.
Move the default checkbox below Eco packaging to be more contextual.
Change the name to ‘Eco packaging’ to align with affiliation to the environment.
Design:
The design is more functional to streamline the checkout journey.
Refined icon to align with the functional messaging style.
Nude colour remains the same.
02. Return Order:
Packaging Selection
Behaviour:
Premium Packaging is still default.
Option to switch to Eco packaging is moved into the Packaging edit mode.
Messaging is still displayed in fast checkout.
Refined - Returning user
03. Purchasing a gift:
Gifting Message
Behaviour:
When ordering as a gift, the user is prompted to choose their packaging type.
This messaging only displays if the user has selected Eco packaging or is set to their default.
05. Mr Porter - User Testing
What we need to know:
By introducing messaging into the checkout does the user notice it?
Does the user understand the difference between the two options?
What actions does the user take?
Where do they stand on having the choice to choose between Branding vs
Discreet/Basic packaging and why?What option would they choose when buying a gift?
What we tested
We spoke to four existing non-EIP MRP users and we showed them two prototypes
Returning customer fast check out experience.
Return customer ordering a gift.
Who we tested
MRP user one
“I’ve just done this, this should be switched around”
Referring to the order of content in the Packaging & Gifting section
MRP user two
“I prefer the MRP packaging... I prefer that experience”
When choosing his packaging option he always wants the MRP Signature packaging
MRP user three
“I don’t understand the difference between the two packaging options… They just look different”
Referring to the packaging description when trying to understand he should choose one over the other.
MRP user four
“I would not mind
it being defaulted if
it was highlighted
as that”
When asked how he’d feel if the default was Eco Packaging
Key learnings
01. Messaging & Language
All users missed the messaging.
Users would not mind being defaulted to Eco/Basic
They would expect MRP to set this as default and clearly communicated.
In addition, the name ‘Eco’ seemed a bit cliche and off-brand.
02. Packaging
Users struggled to understand why they should choose Eco based on the description of both being the same.
50% of users would prefer to have Signature.
75% would be happy with Eco.
03. Gifting
Majority of users found the order confusing between selecting their packaging option and opting for a gift
All Users said they would choose the Signature packaging for a gift.
06. Refinement & Recommended approach
First time user
Messaging & language
Added a title to the notifictaion
Made it clear Basic packaging uses less material
We switched back to Basic packaging
Changing the colour so it stands out more.
Packaging selection
Auto defaulted to Signature
The user is given the option to easily switch Packaging option
Returning user
Messaging & language
Added a title to the notifictaion
Made it clear Basic packaging uses less material
We switched back to Basic packaging
Changing the colour so it stands out more.
Packaging selection
Auto defaulted to Basic
The user is given the option to easily switch Packaging option
Removing asking to default.
Gifting
User buying a gift
Changing the order of the page reflects the user’s flow of intention.
We can eliminate the need for any messaging which makes more sense to the user as the selection is part of the process. They don’t need to backtrack and helps declutter the experience.
Our approach for MR PORTER
To ensure the full brand experience is delivered; first-time customers will default to signature packaging with the option to switch to Basic/Discreet.