01.

Jetblack's product was premium by design: a curated, text-based concierge with no retail packaging infrastructure to inherit. It was a completely new concept out of Walmart’s innovation arm, and so it was not an obvious sell or intuitive service that was modeled off of anything currently in the market. We had one chance to onboard members in a way that was clear, premium, personalized, and magical.

02.

The kit itself had to be warm and considered, but operationally easy to fulfill. That was a tension point on its own, and something we had to tackle with care. Every choice, from the box itself to the text message a member got three days later, needed to connect. The unboxing experience had to communicate what to expect, what the brand cared about, and what it said about our positioning before a member ever placed an order.

03.

Giving the onboarding kit a premium feel physically meant small, deliberate choices: we had to intentionally design both the exterior packaging (bag, box) as well as the content inside the kit once it was opened (merchandise, information on the service, and what to expect). From a marketing standpoint, this also had to connect to product education and communications that helped members with their introduction to the brand. Full creative direction covered the whole sequence. On the outside, I designed purple translucent "Super Mom" delivery bags, a custom box, and partnered closely with external vendors and our internal logistics team. On the inside, we provided AirPods skinned all black and stamped with the brand logo, a custom-designed Jetblack makeup bag, a NYC shopping map that mom & kid can tackle together (puffy stickers to use on destination points!), and curated merch from our favorite vendors that you could order through our innovative service. Rounding out the experience were onboarding emails, SMS content to connect to their unboxing that felt personalized and timely. I partnered closely with Merchandising, Logistics, and Member Services teams to trust that the time spent on this first impression would support our brand and account growth.