Even before MyHeritage launched its first tangible product, it was providing its customers with an exciting personal experience. The company creates family trees, connecting people to their roots, both near and far, MyHeritage has helped and continues to help millions around the world understand who they are and where they came from. So when they launched DNA tests By allowing customers to know exactly where they come from, it was clear that this product would also provide a meaningful experience.
The DNA test packaging serves exactly this purpose, making the entire event of opening and using the product meaningful. In the case of My Heritage, the packaging contains everything needed to perform a DNA test, including test tubes, sticks, and an envelope for shipping to the lab, and of course a detailed explanation of how to use the kit.
There are dozens, if not hundreds, of videos on the internet with over a million views in total. The video attached here alone has half a million views, ”examining” the DNA test itself. As you can see, the video is an independent initiative and not an initiative of the company. All of them inevitably present the ”unboxing” as part of the process. In this case, the packaging, its design, and the user experience when opening the packaging have direct significance at the marketing level and in the customer’s relationship with the brand.
