How we helped transform an industry with a human-centered approach to packaging
Amazon Inc is an American multinational technology company focusing on e-commerce, cloud computing, online advertising, digital streaming, and artificial intelligence. It is considered one of the Big Five American technology companies. Amazon India is a wholly owned subsidiary of Amazon US and operates in India to provide one of the largest e-commerce platforms. We were tasked with the responsibility of revitalising the gift card packaging working with the gift card team based out of Bangalore, India.
Vyasateja Rao
We were clearly briefed about the task at hand and that Amazon needed a fresh approach in terms of the way we thought about packaging. When we were introduced to the gift card team, their risk appetite and their bold approach motivated us to create some user relevant design outcomes. This was an amazingly successful collaboration which yielded great results over the years.
Rakshit Suri
Over the past 2+ years, we have worked multiple times with Analogy to introduce a creative design shift in how gift cards are perceived by our customers and drive higher adoption in India. Their customer obsession is really commendable, and they raise the bar on ownership and bias for action. Overall, through the new selection (which is Analogy's work) we have observed a significant increase in category conversions, an improvement in customer reviews and a sizeable improvement in the share of the physical gift card sales.
3.5L Units
45%
200+
4.5 Stars
The challenge
Why it’s so difficult
Build a fresh outlook to introduce a creative design shift and drive higher adoption in India.
How to change the perception of how gift cards are perceived by our customers?
Many customers still view gift cards as impersonal or lazy gifts, stemming from traditional beliefs that physical gifts hold more sentimental value. Unlike physical gifts, gift cards are often seen as lacking personalization and thoughtfulness, as they may not reflect the giver's understanding of the recipient's tastes and interests.
Basis customer research & insights, one of the barriers in adoptions is that gift cards are seen as a transactional purchase and not deemed suitable for every occasion (depends on occasions, relationships etc.).
How can we help the user view gift cards as a more experiential purchase for every occasion?
Gift cards have been associated with last-minute gifts or a lack of effort in selecting a thoughtful present, contributing to a negative stereotype surrounding their use. There is a fear among some customers that giving a gift card may be interpreted as a lack of effort or emotional investment in the recipient, leading to concerns about appearing impersonal or insincere.
Create experiences around gift cards to create memorable experiences.
How do we create these experiences and what are the scenarios around this?
Some customers may perceive gift cards as limiting their options, especially if they prefer the surprise and excitement of receiving a carefully chosen gift tailored to their preferences.
We need to focus on highlighting the benefits and versatility of gift cards, such as convenience, flexibility, and the ability to choose one's own desired items. Implementing creative strategies, offering customization options, and emphasizing the value of choice and personalization can help reshape the narrative surrounding gift cards.
The Strategy
What was our approach?
our expertise
How did we add value to the client ?
Understanding User Pain Points
Careful Cost Consideration
Multiple Concept Ideas
Ease of Access
Customer Engagement
What was the final solution and impact?
View full project
testimonials
Our clients love the results we are able to deliver
Sreejith Kumar
Tirthankar Dash
Naresh Reddy Aerra
Bhupinder Singh
As one of Marvel’s partners, we wanted to develop a range of premium products across various categories. Analogy successfully delivered on this by using their unique design methodology to give us simple, meaningful and high-quality product design and packaging. We continue to work with them closely to develop game-changing ideas without any compromise.
Hemang Budhdeo
Analogy Design offers creative services for any challenge.
Dipal Gandhi
Analogy showed great collaboration and stepped beyond to go through multiple iterations.
Anurag Shrivastava
We worked with Analogy to create a new identity and packaging design for some of our products. Our experience working with their team of talented designers was fantastic. They approached the project by understanding our requirements and setting clear strategies to help create value and showcase that in the best way possible to our customers. They understood the market and the users clearly and then worked to deliver a fresh new outlook that helped increase the value proposition of our offerings. We will definitely work with them again.
Firoz Meeran
We have been working with Analogy to develop some innovative solutions for our brand and we always get a fast response along with experienced professionals who know what they are doing. They shaped our on-ground presence and continue designing cutting-edge products and experiences for Cellairis.
Joseph Brown
Analogy helped us create a new brand look for us as well as designed an entire commercial range of solutions for global cuisines. The team worked on an iterative methodology that drove innovation. As we showcase our work globally, we were able to translate that feedback to the team at Analogy and they knew how to translate our desires into a unique range of kitchenware. We had a very diverse range which was strategically branded and designed with the primary users in mind. We have embarked on a journey and with each stage of the process, they exceeded our expectations.
Hari Rao
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Analogy has been a terrific partner for Amazon for the past 3 years. We have relied on them to help us penetrate new markets and also to keep increasing our ROI in existing offerings to our customers on the packaging of our gift cards online and corporate designs. Analogy’s team has delivered consistently and innovated at every point. So much so, that we sold out of units to sell for our Diwali gift boxes in a short period of time, an amazing achievement.
Rakshit Suri
awards
Some of the world’s foremost experts award our work for its impact
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our principles
What values drive our design process
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