Page 114 - The Design Thinking Playbook

HOW MIGHT WE...

better discuss our ideas and portfolio consideration
with “boxing & shelfing”

During the prototyping phase it is important to make the services, products, and solutions tangible so The boxing principle can be used in other ways than as a product
that they can be experienced. Two methods help us to realize this: The “boxing principle“ tries to use the box as described. The added value of boxing is that the situation can
analogy of packaging to illustrate the most important information. The “shelfing“ aims to discuss a whole be viewed from different perspectives. Similar to the product box, a
product portfolio and to organize the “boxes.“ problem box, a solution box, a project box (e.g., per project or working
package), a process box (e.g., per process step) can be created.
Boxing principle:
The basic idea behind “boxing“ is to create a physical box, which can be used, for example, for the marke-
ting of the product. Let‘s imagine a cereal box.

Each side of the box contains information that summarizes the benefits and characteristics of the cereal
mix and the brand. The name, logo, and slogan are on the front, as well as a few points that highlight the
key benefits of this brand. On the back you will find more detailed information about the ingredients and
attributes of the product and some information about the company.

Core questions in boxing:

• Front: what is the product name, image, slogan and two to three promises about the product?
• Back: which details about the feature, application, and content are important?

On the remaining sides the WH questions are answered by means of text or visualizations:

• Who is the target customer or user?
• Which goals should be achieved? Which problems are solved ?
• When is the product available and how can we get it?
• Where and under what circumstances is the product used?
• Why should the user use the product?

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