BaoSteel Packaging
Transforming industrial packaging into creative expression
DIRECT TEAM
1 x Product Manager
1 x Design Lead (Me)
1 x Technical Consultant
2 x Developers
TASKS
Research
Product Design
Prototyping
Usability Testing
Feedback & Iteration
Handover Documentation
DURATION
2018
4 Months
The Background
Baosteel Packaging is China's leading metal packaging manufacturer, supplying metal beverage can packaging solutions to both international and domestic brands.
iPrinting was Baosteel Packaging's move into Industry 4.0, combining IoT and cloud technology with advanced printing to break the constraints of traditional metal packaging with low minimum quantities and faster production times.
The Challenge
Baosteel Packaging didn't just upgrade a factory, it changed who manufacturing was for. With the ability to produce customized cans in small quantities, what had always been a traditional industrial B2B process was suddenly open to individuals and brands of all sizes.
Anyone can transform a simple metal can into something truly unique. The challenge wasn’t to highlight advanced manufacturing capabilities, it was to make them feel accessible and exciting.
PROBLEM STATEMENT
How might we build Baosteel Packaging's first direct-to-consumer channel and increase awareness and engagement?
The Research
I started by looking at where consumer behavior was already heading. People weren't just buying products anymore, they were buying experiences that reflected who they are. Product customization had become one of the most powerful ways to express identity, consumers wanted products that feel truly theirs.
With iPrinting's customization capabilities and Baosteel Packaging's existing relationships with brands like Coca-Cola, it was now possible for everyday consumers to design and order their own canned beverages.
The experience will be shaped based on two distinct touchpoints.
TOUCHPOINT 1
Immersive Brand Experience
To create an engaging on-site showroom experience where visitors can understand and explore printing capabilities and brand story.
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Educational & experiential
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Designed for guided on-site use
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Focused on demonstrating metal can printing process in a simple way
TOUCHPOINT 2
Brand Awareness & Social Engagement
To reach mass consumers online by driving brand awareness, social engagement and new commercial opportunities beyond traditional B2B channels.
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Consumer-facing & scalable
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Designed for discovery, customization, payment & social sharing
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Integrated into users’ daily digital behavior
The Approach
Before designing anything, I studied how existing customization platforms actually performed. I drew on interaction patterns from popular apps that consumers already knew so the experience felt familiar rather than something new to figure out.
Common visual patterns
Step-by-step configurator
Template starter packs
Inspiration gallery
Visual-guided instructions
Large swatch selections
Drag & drop elements
Live preview with 360° view
While many promote “full freedom,” the most effective platforms relied on structured templates. Most consumers feel overwhelmed by a blank canvas, making editable templates more practical. In regulated industries like food and beverage, this approach maintains compliance while still giving users creative control.
I designed one core experience and shaped it into two products, each built for a different audience.
Both experiences shared the same core features but vary in depth and complexity
On-site Kiosk
Showroom Visitors
Size variations
Templates
Customization
Beverage content
Unlimited quantity
Social sharing
Instant pickup
WeChat Mini Program
Everyday Consumers
Size variations
Templates
Customization
Beverage content
Unlimited quantity
Social sharing
Instant pickup
For consumer-facing products in China, WeChat Mini Program is top choice. Building within WeChat's ecosystem meant creating a seamless journey from discovery to payment and social sharing.
What is Wechat by Tencent?
The template library was centered around meaningful moments such as birthdays, anniversaries and weddings, created through collaborations with local artists, ensuring both cultural relevance and strong creative quality.
Reimagine manufacturing through customization.
WeChat Mini Program
The journey begins with choosing preferred can size and template. Each template is designed around meaningful moments, such as birthdays, anniversaries and weddings. As a starting point, it is personal and emotionally relevant.
Upload photo and start designing right on the canvas. Add fun stickers, write personal messages and transform a simple template into something unique.
A 3D model preview shows how the can will look in real time, making it easy to refine and perfect designs before printing.
Enter shipping details, select order details and complete payment seamlessly within WeChat. Once confirmed, simply wait for the shipment to be delivered.
After payment is completed, the design can be easily shared on social media, turning a simple purchase into a social moment.
On-site Kiosk
After a showroom visit and seeing the advanced printing technology up close, the best way to understand it is simply to try it. At the end of a guided tour, visitors are invited to create a personalized souvenir.
Each kiosk comes with a built-in camera, allowing visitors to snap photos on the spot. Add stickers and write a short message, making the design feel personal and fun. In just under 5 minutes, it's printed and ready to be taken home.
The Results
600+
Online orders placed within Week 1
63%
Wechat Mini Program activation rate
Both the online and offline platforms were successfully launched, creating a smooth end-to-end experience from digital customization to physical production.
The online launch saw stronger early demand than expected, the first week was spent closely monitoring performance, fixing bugs and refining production workflows as manufacturing capacity was pushed by incoming orders.
Once things stabilized and the system was running smoothly, the project was handed over to Baosteel Packaging’s internal team to continue scaling.