QUIETCOMFORT 35 CUSTOMIZER
THE PROBLEM
COOL, BUT NOT THAT COOL The industry leader in noise cancelling headphones came to a humbling realization: They weren't as cool as their competition and were falling behind. As a brand, they identified with being the best in quality, but a growing market of millennials want both quality AND fashion AND want to play the role of influencer (i.e. be seen and recognized).
OH, AND INCREASED REVENUE Even more important to Bose was achieving its ambitious goal of increasing revenue of the Custom QC 35s by 5x in annual sales through the improvement of the customization & personalization experience tied to a bolstered social media strategy. This was our winning approach.
ROLE & RESPONSIBILITIES
I was one of two UX designers on a pitch team that also included a Deloitte partner, senior manager, two creative directors, project manager and UI designer. My personal deliverables & contributions for this two-week timeline included:
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Evaluation of the existing product page & customizer user experience
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Contributed to pitch story ideation & final strategy
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Creation of mid- to high-fidelity wireframes (that our UI designer turned into visual compositions)
THE PROCESS
Improve a subpar experience
Show users what they can be
Get 'em to enjoy themselves
Make them more aware / upsell
Watch the UI designer go
I evaluated the current state to improve an uninspiring experience
We knew that social media influencers were a potential key to success
How do we highlight customizability with a fun task that still drives sales?
Buried CTA tied to customizations led to loss of revenue
With help from a talented visual pro, our story (and pitch) shined
THE DELIVERABLES
Current State Evaluation
It wasn't that the QC 35s weren't selling - they were! But customers were not clearly told about the opportunity to customize their headphones, which also meant a lost revenue opportunity for Bose (we're talking $100 per pair). Mention of custom headphones was the 13th section on the home page (it's now in the 2nd). Additionally, the customization experience was out-dated and cumbersome. This was what we brought to the client first to begin the conversation. My analysis helped sell them on our expertise, capabilities and vision. They listened and saw us as a trusted partner.
Social media strategy & planning
Bose is a household name, but they weren't using social media to their advantage. They had few influencers driving brand awareness and sales. So while not part of the digital solution we would eventually build for them, we also proved ourselves as a strategic partner beyond design deliverables.
Early stage ideations & sketches
We learned that Bose has a discerning clientele. They value quality over all things. Tied to their social media investment, we recommended a fun, inspirational experience that would help capture their personality and affinities to guide customers towards their new headphones. We did this through pre-designed customizations in the themes of their favorite sports teams, causes or colleges / universities.
Mid- and high-fidelity wires
THE RESULT
YES SOUNDS GOOD As a team of creative directors, project managers, UX and UI designers, including my product eval, story ideations and wireframes, we developed a winning pitch to Bose on re-designing the customization experience for their top-selling Quiet Comfort 35 Wireless Headphones that was completed by another studio in the firm.
