Bose.com
Bose.com Global Redesign and Content Strategy
challenge
An antiquated platform. A broken commerce system. Limited (or lacking) content strategy. An uninspiring space for creatives. These were the internal issues with Bose.com that affected the global consumer experience. To consumers, the brand’s flagship digital presence did not match the same astonishing feelings they received when using Bose products. It was hurting loyalty and failing to create new relationships.
Insights
We needed to start by creating content for modern discovery. Content tailored to the algorithms that dominate the flow of information. It needed to be fit for purpose, so it can be shared by the 25 percent of people who amplify to the broader majority, who are far less engaged.
An inviting experience from the start.
Consumers are seeking meaningful and simple connections to Bose. Reviews sentiment and purchase intent share prove this. As customers do research, they naturally uncover more options. These customers are consuming information quickly and disregarding content that is confusing, inconsistent, or difficult to understand.
Content provided the foundation to value.
Connecting to the right consumer mindset would show value of the brand. At different stages of their journey, consumers were searching for lifestyle connections, relating the brand and products to a their needs & values. Some wanted an advisor and trust built through brand authority in areas of expertise. Others just wanted to be connected to a specific good or feature.
Bose.com is a pit stop along the consumer journey, not a final destination. Only 17% Of Consumers browsed with intent to purchase on first site visit. Even when consumers visited the site with a product in mind, the purpose of their first click varies. 50% of shoppers immediately went to the product to purchase.
How is it performing?
Check back for more results soon. But overall, positive engagement and sales are up to approximately 5% for the channel. While this project was focused mainly on the design and content interaction, the eCommerce solutions needed to work hand in hand. Those efforts are managed by the talented eCommerce teams at Cake & Arrow, New York.
Role(s):
Communications Planner, User Researcher
Creds:
UX: Seth Weismer, Clemens van de Ven
Creative Direction: Brian Moore, John Tonkes
Planning: Craig Colman, Brendan Lattrell
