Apple Watch
Our team analyzed the transportation phase of the Apple Watch Series 6 lifecycle to identify opportunities for increased sustainability. We found that the packaging, weighing 376g, generates 2.52kg of greenhouse gas emissions per unit during transportation. Our goal was to reduce the packaging to cut Co2e emissions and improve the product lifecycle overall.
Team & Role
Services
Date
+2
Product Designer
Product Design
Lifecycle Assessment
Mar - Jun 2022 (10 Weeks)

Research & Exploration

We wanted to understand how our primary stakeholders would be impacted by a packaging redesign. During our research we asked questions regarding people’s experiences with unpacking the Apple Watch packaging, what people do with the packaging once they were done opening the product, and how do those same people dispose of the packaging afterwards?
Call for
Repurposing
52% chose to keep
52% of survey respondents stated that they choose to keep their packaging after opening.
Call for
Sustainability
48% chose to dispose
48% of survey respondents stated that they choose to dispose of their packaging after opening.
Call for
Reduction
Too much material
Interview participants expressed there is too much material in the Apple Watch packaging.
Call for
Simplicity
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 our interviews by first coding the transcripts, then conducting affinity mapping to perform thematic analysis in order to group common themes and concerns.

Prototyping

Low-Fidelity

This phase focused on redesigning smaller Apple Watch packaging. Sketches helped us explore user-friendly features, like doubling as a charging station, displaying the watch, and integrating QR codes to replace instruction papers. We also refined graphic placement for branding and ensured the design catered to users' habits of keeping the packaging.
Medium-Fidelity

In this phase, we disassembled the original Apple Watch packaging to translate 2D sketches into a 3D form. A key pivot from our original sketches was deciding the watch would no longer come pre-assembled, reducing packaging size and material needs. This approach helped us refine stability, interactions, and dimensions before moving to 3D modeling.

Prototyping Continued

High Fidelity:

We 3D modeled two parts in SolidWorks - The Watch Platform, which holds the magnetic charging module and watch face securely with the charging cord wrapped underneath, and the Main Box, which houses the watch bands below the Watch Platform and features a front hole for using the box as a charging station.

The pieces were 3D printed in white PLA for accessibility and to match Apple’s branding.
Final Design:

In this phase, 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

Charger going through front hole (left), watch being charged (middle), displaying the watch (right)

Usability Testing & Feedback

Using our high-fidelity prototype, we conducted three usability tests focusing on five tasks: describing the packaging, opening the box, removing all parts, post-use habits, and reassembling the packaging.

The tasks and redesign were informed by user interviews and surveys to uncover assumptions or issues, ensuring the prototype is clear, simple, and user-friendly.


Finding 1: Users Preferred QR Code Instructions Over Paper Manuals

Based on user feedback from interviews and surveys highlighting frustrations with excessive paper manuals in the original Apple Watch packaging, we replaced them entirely with QR codes. This shift made instructions accessible anytime and anywhere, easier to search, and updatable in real-time with new information. Given that using an Apple Watch requires a phone, we assumed all users would have a QR-code-compatible device.


Finding 2: Intuitive Packaging and Unpacking Experience

Our redesign reduced packaging weight by 54%, creating a more compact and space-efficient solution. Users appreciated the smaller footprint and found the design simple and effective, making unpackaging and repackaging quick and intuitive. In usability tests, every participant unpacked and assembled the watch in under three minutes. When prompted to reassemble the packaging, they easily completed the task, noting that the minimal number of components made the process straightforward and memorable.


Finding 3: A Need for Clear Charging Display Setup Instructions and Visuals

Our packaging redesign doubles as a charging display for the watch, combining functionality with sustainability. While the lid offers intuitive prompts for using the box as a display case or for recycling, we missed the mark on providing clear visuals or instructions for setting up the charging display. This gap confused users about how to position the charging cable and other components. To address this, we plan to add visual cues or integrate a QR code linking to detailed setup instructions, ensuring the design is as intuitive as intended.


Finding 4: Users Incentivized to Keep Packaging Due to Charging Display Option

The multipurpose nature of the redesigned packaging resonated with users. Its compact size made it easy to store or transport, and the built-in charging display added functional value. All participants indicated they would recycle excess materials, like the cardboard band display, but keep the box and charging component for continued use. One user suggested removing the lid to recycle while retaining the base for charging and display, while others noted the box’s sturdiness and compactness made it ideal for storing jewelry or other small items when not in use.


The following image is a thematic analysis of our prototype evaluation:

Results & Reflection

The weight of our final design, including the watch and bands inside, was 173 grams. Compared to the original packaging of 376 grams, we were able to reduce the total weight by 54%.

Our packaging redesign resulted in only 1.16 kg of CO2e emissions per unit. Compared to the amount of CO2e that Apple reported of 2.52 kg per unit, our reduction in CO2e was also measured to be 54% less than Apple’s, which surpasses our original goal of 46%.

When applying this reduced CO2e amount to the annual sale of 43 million Apple Watches in 2020, our reduced packaging redesign would have saved 58.48 million kg of CO2e produced (assuming all watch models have the same weight and are able to fit into this new design).

Next Steps

If we were to fully bring this project to fruition, we could:

Step 1: Explore More Sustainable and Lightweight Material Options

Currently, our prototype is made with 3D-printed PLA filament, while Apple’s original Apple Watch packaging uses virgin fiber wood. Future iterations would transition to using either the same virgin fiber wood or an even lighter, yet equally durable material. This shift would not only provide a more accurate representation of the redesign but also align better with Apple’s branding and sustainability standards.

Step 2: Enhance Accessibility Features

Our current prototype lacks accessibility features for non-English speakers, individuals who are blind, disabled, or colorblind, among others. To address this, we would incorporate QR codes that allow users to select their preferred language for the instructions. Additionally, we would explore adding braille, improved color contrast, and other accessibility-focused design elements to ensure the packaging is inclusive and functional for all users.

Step 3: Iterate Based on Usability Testing Insights

Usability testing revealed that first-time Apple Watch users found assembly unintuitive. To address this, we would introduce a second QR code directing users to Apple’s official online assembly guide. We would also embed assembly and charging display setup instructions directly into the packaging design. For example, these instructions could be placed inside the box at the bottom, making effective use of space and encouraging users to explore further. This addition would bridge the gap between first-time and returning users, enhancing their overall experience.

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