Philips wanted to transform the out-of-box-experience (OOBE) of their high-end DVD home theater system from typically inelegant and mundane to exciting and appealing. This redesign successfully transformed the inelegant, awkward, and clumsy experience of unpacking the new home theatre system into an easy, thoughtful and surprising one. During evaluation, test participants strongly associated their new experience with their image of Philips and felt a personal connection with the brand.