Client
BaoSteel Packaging
Company
IBM iX
2018
Role
Product Lead
The Background
Baosteel Packaging is China's leading metal packaging manufacturer, supplying metal beverage can packaging solutions to both international and domestic brands.
iPrinting represents Baosteel Packaging’s shift towards Industry 4.0. through combining IoT and cloud technologies with advanced printing systems, it modernizes traditional metal packaging by removing long-standing industry constraints
The Challenge
iPrinting transforms metal packaging from something mass produced into something personal. With a factory that can print customized cans in small quantities, what was once a traditional industrial B2B process is now open to individuals and brands of all sizes.
Anyone can transform a simple metal can into something truly unique. The challenge isn’t to highlight advanced manufacturing capabilities, it is to make them feel accessible and exciting.
The Research
To further validate iPrinting's initiatives, we discovered that consumers are no longer satisfied with simply buying products. In this digital age, social sharing became second nature, customization became a powerful way to express identity and creativity. Consumers want products that feel truly theirs. This is an opportunity for brands to build deeper emotional connection.
With iPrinting's capabilities and Baosteel Packaging's existing beverage partners, including Coca-Cola, consumers are able to create their own customized beverage can designs. Orders start from half a dozen cans, lowering the barrier to participation and making the experience accessible to individuals, not just businesses.
Showroom Visitors
Students, corporate groups, partners and prospective clients visiting Baosteel Packaging's showroom. These guided visits are to look at how modern metal packaging is produced, from automation to advanced digital printing and customization capabilities. The experience helps visitors better understand the technology and innovation behind today’s packaging solutions.
Wants & Goals
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Understand the end-to-end manufacturing process
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Experience Industry 4.0 concepts in a tangible and memorable way
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See real outputs rather than abstract explanations
Needs
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A intuitive experience that requires little explanation
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Fast turnaround with minimal waiting
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A simplified flow that fits within a short visit window
Frustrations
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Overly technical explanations
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Tours that feel like presentations
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Long wait times or complex steps for simple actions
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Not being able to clearly connect software to real production
Emotional Drivers
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Curiosity about modern manufacturing
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Create something tangible
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Delight in seeing technology work live
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Take home a personalized physical product
Individuals
Individual consumers to create and order customized cans for occasions and events. The goal is to create something unique and expressive. Mobile-first by nature, comfortable designing, paying and sharing directly through digital platforms and expect the process to be intuitive.
Wants & Goals
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Create customized products that feel personal
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Impress social audiences
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Complete the process quickly without learning complex tools
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Share designs easily across social platforms
Needs
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A simple customization flow
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Clear options for design
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Confidence that what they design is exactly what they’ll receive
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Seamless integration for payment and sharing
Frustrations
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High minimum order quantities
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Complicated design tools that feel intimidating or slow
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Unclear pricing, delivery timelines or production limitations
Emotional Drivers
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Self expression and individuality
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Social recognition and shareability
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Excitement from turning an idea into a physical product
The Process
We designed a single experience and tailored the features to focus on two areas:
Both experiences share the same core logic but vary in depth and complexity
Showroom Kiosk
Size variations
Templates
Instant pickup
Customization
Beverage content
Unlimited quantity
Social sharing
WeChat Mini Program
Size variations
Templates
Instant pickup
Customization
Beverage content
Unlimited quantity
Social sharing
Immersive Brand Experience
To create an engaging showroom experience where visitors can understand and explore iPrinting’s capabilities and brand story.
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Educational and experiential
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Designed for guided, on-site use
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Focused on demonstrating the can printing process in a simple way
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 and scalable
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Designed for discovery, customization, payment and social sharing
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Integrated into users’ daily digital behavior
WeChat by Tencent is China’s all-in-one super app. Building within WeChat's ecosystem means creating a seamless journey from discovery to customization to payment and social sharing.
Before defining our approach, we studied existing merchandise customization tools. While many platforms promote “full freedom,” the most successful ones are built on structured templates. Most consumers are not designers, many feel overwhelmed when faced with a blank canvas. Templates with editable areas defined proved to be most practical and scalable. Especially in regulated industries like food and beverage, it protects regulatory boundaries while still giving users creative control.
By adopting similar patterns from popular editorial platforms that Chinese consumers are deeply familiar with, the learning curve is reduced and makes customization feel familiar rather than technical.
We collaborated with local artists to develop the initial set of templates, centered around meaningful moments such as birthdays, anniversaries and weddings. The starter pack helps establish an emotional foundation for the product while showcasing its creative potential.
The vision is to expand these collaborations by partnering with established designers and brands to introduce more diverse and culturally relevant content, elevating the platform from functional customization to a creative expression tool.
Reimagine manufacturing through customization.
The 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 already feels 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.
The Showroom 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 the guided tour, visitors are invited to create a personalized souvenir.
Each kiosk comes with a built-in camera so visitors can snap a photo 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
We successfully launched both online and offline solutions, creating a seamless experience from digital customization to physical production. The online launch generated strong traction in the first phase.
During the first month, we monitored performance closely, resolving platform bugs and optimizing workflows to address manufacturing capacity challenges as demand increased. After stabilizing operations and refining the system, the project was formally handed over to Baosteel Packaging’s internal team to continue scaling.