Bose
A digital experience that allows music lovers to customize their Bose QC35II headphone hardware
Discipline
Product, Brand
Team
ECD, UX Director Snr Designer,
Motion Designer, Engagement manager
Work produced at Deloitte Digital
Deliverables
UX and design audit,
Visual Design (Proof of concepts)
Prototypes
Client
Bose
Proof of concept prototype (Onboarding)
Proof of concept prototype (Customize)
Proof of concept prototype (Preview)
THE CHALLENGE
Color your sound
Increase brand engagement and to promote the QC35 II headphone. Customers were not aware they were able to color customize headphones as the old tool was not fully integrated into the .com. The clients also wanted to promote the in-store display.
APPROACH — INSIGHTS & OPPORTUNITIES
Guide customers
Crush the paradox of choice with well curated sets and stories
Create a landing experiences with multiple drive points to customization experience
Design mobile-first interfaces
Using influencers to inspire and be inspired
Share these narratives via a strong social program to drive interest and engagement i.e Fashion influences. Sporting influencers (Team)
Through scaling, customization becomes part of core brand experience across multiple channels
Improve custom experience through advance user interface . Eg. Augmented reality
Customer interaction journey
We mapped out two user journeys based on the general customer flow.
Color customization at key entry points will entice and inspire people to personalize their own
An enhanced customization experience will enable users to create and experiment and will match the premium position of the Bose brand
Robust sharing and library functionality on the site and in social will extend the color customization story and continue to entice and connect new customers
THE SOLUTION
Design outcome
With the release of the new Bose QC35 Headphone color customizer there was a dramatic increase in online sales by 40% and instore visits. Working closely with a 3D artist and developer to impliment AR capabilities the new feature has now become an integral and fun way to market the iconic headphones.
PROOF OF CONCEPT RECOMMENDATIONS
Simplify experience architecture
Develop customizer as a standalone experience that works seamlessly across devices.
Merchandise customized headphones as Inspiration
Place Bose pre-configurations, or influencer-customized headphones across select areas of the .com and in social.
Create a premium customizer
experience
Design the interactions and motion elements of the customizer experience to fit the premium nature of Bose.
GUIDING PRINCIPLES
Immersive
Use immersive products views and motion design to create an experience that highlights customization
Inspiring
Provide content, pre-selected configurations, and Influencer and user creations to inspire people to design their own
Shareable
Allow users to share their creations for themselves and for others to display on the site and in media
