CK x Parsons
Customer behavior transformation to reduce the amount of packaging waste
Disruptive Innovation Solution
Team
Bailey Davis
Nikki Dubé
Supanit Loharjun
Tanvi Mehta
Juilee Narkar
Skills Used
Primary & Secondary Research, Ideation & Prototyping, Customer Journey Map, Strategic Recommendations, Video and Motion Editing, Art Direction
Scope
Design Thinking, Design Innovation, User Experience Design
Tools
Figma, Adobe Photoshop, Adobe Illustrator, Adobe After Effect, Adobe Premiere Pro
Roles
Collaborator
Visual Designer
solution
overview
process
Overview
A 15-week collaborative studio between Calvin Klein and Parsons School of Design MSSDM, the primary objective was to redefine and design sustainable packaging solutions for CK's renowned men's underwear line, guiding the transformative path for PVH. Aimed to align PVH's Fashion-Forward sustainability vision with zero waste through the question,
“What is the value of the box?”
Objectives
1) Align to PVH’s Zero-Waste Vision
2) Sustainable Solution for the Packaging
The video captured and presented our research and the key insights that led us to the disruptive solution idea, which sparked the key concept for a sustainable solution: packaging is unnecessary.
solution
overview
process
Process
Research & Define
Data and information were collected from observation, research, and interviews with users, sales associates, and packaging experts to understand the value of the box and its journey from the production line to the consumers.
After sensemaking and analyzing the information, we found the crucial point to the solution lies in product display and shopping experience, relying on the customer’s behavior.
The major problem we found was that the package got opened to check for quality and size, which caused damage to the overall product and made the boxes unsellable. It was against the initial purpose of packaging, security, and hygiene.
Define
How Might We?
Disrupt the box to change consumer behavior and effectively reduce the tiers of packaging while enhancing the shopping experience.
Concept Development
The most sustainable packaging is no packaging at all.
Concept— No packaging at all
Why do we remove the box?
The packaging consisted of various materials and pieces only for display purposes.
Recycling responsibility is handed to consumers
Consumers buy the product for the quality
To align with PVH’s Fashion-Forward zero-waste mission
We started with the "what if" question: Is it possible if the product is also the packaging itself?
“The military-roll style fold” is the answer, compacted and provided the structure. We experimented with the folding and saw the opportunity that the way is not just to maximize the space, but the brand on the waist strap is also visible.
“No Packaging“ + Costumers Behavior Challenges
= New Way of Shopping
Display Fixture
Instead of shelves with multiple box displays, the new shopping experience inspired the candy dispenser. The men’s underwear was folded in military roll style and placed in a tube organized in color, fit, and size. The product information and samples are displayed below.
To empower the impact of the no-packaging, present the number of raw materials saved to make packaging.
The logistics, supply chain, and security issues
Redesign the package integrating essential components like the QR code and information label. The QR code on the underwear waistband facilitates supply logistics and inventory tracking.
To enhance security, we implemented a security magnet tag. This feature triggers an alarm if the product is taken from the store area without authorization.
Prototype Testing
Prototype Testing
The prototype testing aimed to test the feasibility of the new shopping experience and determine the packaging for after-purchase options: with packaging, no packaging, and soap paper as packaging.
The result presents that no-packaging the most selected option.
The Low-fidelity prototype of the dispenser fixture with the new shopping user experience.
Iteration
Given the prototyping feedback, prompting the solution of adding the drop-box step to the user journey for customers who change their minds.
solution
overview
process
Solution
Our reimagined display fixture prioritizes hygiene, product safety, and a captivating customer experience. Utilizing existing Calvin Klein retail fixtures reduces waste and simplifies implementation.
Visually, we replaced shelves with dispenser tubes, while the drawers underneath now serve as drop-boxes for returns. To ensure hygiene, UV-C lights sanitize the underwear before returning it to the display.
This holistic display system enables Calvin Klein to create an inclusive, accessible, and responsible shopping experience.
Shopping Experience User Journey
