The e-commerce is an area that has grown considerably in recent years and continues to grow at a rapid pace. It is thereby becoming more and more important for com-panies to distinguish themselves amongst others, not least when it comes to getting customers to return for a second purchase. A good way to do this is to create a posi-tive experience for consumers. As the interaction with the customers has shifted from physical meetings to a computer screen through the spread of online retail, it is im-portant to nourish the few encounters that remain. An important point of interaction is the receiving of purchased goods. The packaging in which the goods are shipped, is thus an important source of communication to the customer, and a perfect means of displaying the company values. This thesis project aims at examining how an optimal packaging for this area can be created, and this was done in collaboration with Arcwise, a SCA business unit, who works with a special type of corrugated cardboard that allows for the production of rounded shaped packages. During the contextual work of this project, where a basic analysis of the market was made, a number of needs could be established. To be able to create a positive user experience and thus a competitive edge in the market, these needs must be fulfilled by packages made for shipping online-bought items. Following these needs, the project’s design phase was carried out with the aim of creating a packaging solution by using the corrugated board developed by Arcwise. This work was done by using creative methods such as brainstorming, workshop and prototyping. To evaluate the ideas, a weighting against criteria was done, and tests were made when the packaging concepts were shipped from Sundsvall to Luleå, to test their durability. Six concepts were narrowed down to a final package, which clearly exhibits the prop-erties of the material. It was designed with the aim for easy folding and packing, and to create a positive unboxing experience for the end customer.

The development of technology has contributed to a fast-growing market for e- commerce. Through e-commerce, the physical interaction has decreased, and new interaction tools have been implemented to gain competitive advantage. Packaging is one way to communicate with customers and often the first physical contact with brands when purchasing online. Packaging can create value and enhance the customer experience. The purpose of this research, from a business perspective, is to investigate how designed packaging from an online neo-luxury brand affects customers within Generation Y (1980-1994) when the product is received. The study aim to provide an understanding of how the customer experience can be affected through designed packaging. This study applied a qualitative research method with a deductive approach in order to answer the research questions and the purpose. Semi-structured interviews were conducted with Swedish citizens within Generation Y that have purchased products from neo-luxury brands. The result of the study shows several aspects of how packaging can contribute to better customer experience. When customers’ expectations on packaging are surpassed, the customer experience is affected positively. Packaging containing tissue paper and gifts enhance the unboxing experience. Packaging is a way for companies to create value and affect customers’ attitudes towards brands. Satisfaction is affected by expectations and packaging can contribute to a better overall experience.