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 experience with multiple drive points for a 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 . Ex. 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 in-store visits. Working closely with a 3D artist and developer to implement 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 product 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.

Instagram

Dribbble