Our team analyzed the transportation phase of the Apple Watch Series 6 lifecycle to identify opportunities for increased sustainability. By researching user behavior, prototyping compact and multifunctional packaging, and embedding intuitive features into the design, we reduced CO2e emissions by 54% per unit.
Mar - Jun 2022 (10 Weeks)
Overview & Impact
How might we reduce packaging waste and CO2e emissions while enhancing the Apple Watch unboxing experience?
Our team examined the transportation phase of the Apple Watch Series 6 lifecycle and discovered that the original packaging weighed 376g and generated 2.52kg of CO2e emissions per unit. Over the course of ten weeks, we set out to reduce this weight while simultaneously enhancing the functionality of the packaging overall.
Key Results
We reimagined the packaging as a multipurpose solution that integrates storage and charging capabilities with a newfound emphasis on recyclability and sustainable practices. By 3D modeling in SolidWorks and producing a PLA prototype, we cut the packaging’s weight by over half (a reduction of 203g total), reducing per-unit emissions to 1.16kg of CO2e, for a total reduction of emissions by 54%.
The intent of our final design was a success, as 100% of users assembled the watch in under three minutes, preferred QR-code-based digital instructions, and were motivated to keep the packaging due to its built-in charging display.
Discovery
Unboxing experiences split users into two groups: keepers and disposers.
To better understand how consumers interact with Apple Watch packaging and identify opportunities for increased sustainability, we conducted both quantitative and qualitative research methods.
For our quantitative research, we gathered 27 survey responses from the University of Washington subreddit, HCDE Slack channels, and other various social media platforms. For our qualitative research, we conducted 8 in-person interviews, selected from survey respondents, classmates, and personal contacts. The combination of these methods allowed us to explore nuanced user sentiments and behaviors, as well as collect a diverse set of responses for broad data analysis.
52% chose to keep
52% of survey respondents stated that they choose to keep their packaging after opening.
Opportunity
Sustainability
48% chose to dispose
48% of survey respondents stated that they choose to dispose of their packaging after opening.
Too much material
Interview participants expressed there is too much material in the Apple Watch packaging.
Too hard to open
Interview participants expressed the amount of components makes the packaging too hard to open.
Affinity Mapping
We analyzed the qualitative data of the interviews by first coding the transcripts, then conducting affinity mapping to perform thematic analysis, grouping the data by common themes and concerns.
From these findings, we developed the following design considerations to guide our solution:
Reduce component count, size, and weight
Improve accessibility and simplicity of opening the package
Align with Apple’s visual and branding standards
Include disposal guidance and options for repurposing
Make sustainable choices without sacrificing product experience
Solution
We reengineered the packaging to reduce emissions and increase usability.
Our research was translated into a series of design iterations:
Low-Fidelity
Sketches explored smaller dimensions, watch display options,
integrated chargers, and a QR code to eliminate paper waste.
Medium-Fidelity
We disassembled the original packaging and developed a rough prototype. In order to save space and reduce materials we decided the watch would no longer come pre-assembled.
Prototyping Continued
High Fidelity:
We 3D modeled and printed two primary components:
Watch Platform: Holds the charging puck and watch face with
the cord wrapping underneath
Main Box: Houses watch bands, features a hole for the
charging cable, and doubles as a display stand
These elements were printed in white PLA to match Apple’s
aesthetic while remaining recyclable.
Final Design:
We finalized the prototype by attaching a simplified instructional page under the lid to help users assemble the bands, with additional instructions digitized via QR code to reduce materials.
For the packaging exterior, we included an image of the Apple Watch matching the band color, addressing a user pain point around product identification.
Final Product
Embedded charging puck feature (left), charging watch (middle), displaying the watch (right)
Iteration
Usability testing confirmed retention value while exposing gaps in the charging setup.
We conducted usability testing with three users who completed five tasks: describing the packaging, opening the box, removing all parts, post-use habits, and reassembling the packaging.
Key Findings:
QR Code Instructions were universally preferred over paper. Users praised their simplicity and the convenience of pulling up the instructions with their smartphones.
Packaging Intuitiveness: All participants completed unpacking and assembly within three minutes. Thanks to the minimal part count, repacking was a similarly quick endeavour.
Charging Display Confusion: Users were confused on how to set up the box as a charger. Future versions will include visual prompts to do so, or a second QR code.
Retention & Repurposing: Users were excited by the packaging’s reusable potential. All users stated they’d keep the box to charge their watch or store small items.
The following image is a thematic analysis of our prototype evaluation:
Conclusion
What we learned by reducing 58 million kg of CO2e emissions, and how we can improve our design even further:
Our final design reduced the weight of the original Apple Watch packaging by 54%, lowering emissions from 2.52kg to 1.16kg of CO2e per unit. When applied to Apple’s 2020 sales volume (43 million units), this equates to a reduction of 58.5 million kg of CO2e.
Beyond a substantial reduction in CO2e, we enhanced the packaging’s role in the overall product experience, making it intuitive, practical, and desirable to keep. This project taught us how design, sustainability, and consumer behavior intersect, and how reducing our environmental impact can go hand-in-hand with creating a better user experience overall.
Next Steps
Explore Sustainable Materials: Future iterations could replace PLA with Apple's standard virgin fiber wood, or a lighter material with equivalent durability.
Improve Accessibility: We would add braille to the outside of the packaging, improved color contrast, and QR-based multilingual instructions.
Enhance Setup Experience: To reduce confusion for first-time users, we would include in-box visuals or links to Apple’s official user guides.
