Scoring a brand-new office chair sounds great—and it is, for the most part. Sure, there are duds out there, but if you’ve got a solid guide to help you pick a good ergonomic option, you’ll probably be sitting comfortably in no time.
Here’s the thing, though: unless you’re splurging on a high-end Herman Miller (which comes pre-assembled), you’re stuck putting the chair together yourself. Let’s be real—usually, that’s a total hassle.
Secretlab gets that pain point, and that’s why they turned assembling their best-selling Titan Evo chair from a tedious chore into something actually enjoyable. This approach should be a case study in how to nail positive brand engagement.
The second you slice through the tape and pop open the box, a note greets you: “Your unboxing experience starts here.” I’ll admit, I rolled my eyes at first—I’m a pretty cynical guy—but that attitude didn’t last long.
Open the box fully, and you’re hit with some sharp graphic design: a sleek infographic breaking down “what’s new with the Titan Evo.” Normally, you’re digging through 12 annoying slips of paper just to find basic info, so getting key details presented nicely right off the bat? That’s a win. It sets them apart, and before I even laid eyes on an armrest, I already felt good about my purchase—like I was in good hands with a quality brand.
Every part in that box feels intentional, too. From the main chair pieces down to the magnetic tool that holds both screws and an Allen key, everything is either in its own sealed bag or nested in custom foam. It’s definitely not great for the environment, but I’d be lying if I said it didn’t make the chair feel special—even a step above other options.
I can hear you thinking: “So there’s extra plastic and a little info on the box? Calm down, man!” But wait—there’s more that really sells this, and it starts with the instruction manual.
Normally, the useful stuff is hidden on page 6 of a flimsy, hard-to-read pamphlet. But Secretlab turned this into another small highlight in a process most brands ignore. And since it’s exactly what you need, it’s another home run.
It’s a single giant sheet, perfectly laid out with labeled photo boxes and step-by-step text. Everything makes sense, and there’s no useless fluff. It walks you through 15 super intuitive steps, then adds 8 quick notes on key features. I’m not exaggerating—this is the perfect instruction manual; I practically wanted to give it a high-five.
The cherry on top, though, is how Secretlab nailed the little details that make the user’s life easier. Usually, armrests attach to the seat with screws and a sliding metal piece. That piece lets you adjust how close or far the armrests are from the seat, which means more or less elbow room when you’re sitting down.
Nearly every brand includes this adjustment, but almost all of them forget to tell you about it. Secretlab? They made it a feature. They printed clear instructions right on the bottom of the chair: “Tighten screws here for more elbow room, here for less.”
It’s not some big innovation—just another small, thoughtful touch that goes a long way. By the time I finished assembling it, I was already happy with the chair… and I hadn’t even sat in it yet.
