The ask
In this three-month project, the team and I were asked to ideate and design a timeless, elevated personalized eCommerce experience and a design system that proudly showcases Bowers & Wilkins's vision and unique products to increase sales and awareness.

The process
We learned that through research people who identify with luxury goods want to feel like the product was carefully created for people like them. They care about craftsmanship and attention to detail. They expect the online experience to be as authentic, transparent, and trustworthy as buying in-store. They are avid researchers and they trust peers' opinions and product reviews.

With that in mind, my team and I designed a highly elevated, bespoken end-to-end eCommerce experience and a design system highlighting B&W's endless pursuit of audio perfection and their high-end audio products. Our new experience allowed audiophiles to seamlessly explore and build their perfect sound system online and book an appointment at the nearest dealership. It also provided helpful tools and contents for their comparative shopping needs, all in an elegant and intuitive experience, supported by peer and critic reviews to build trust and brand recognition.

• Help conduct user interviews and research with the client and our research team to understand better audiophiles' considerations, needs, and pain-points when shopping and researching for headphones and speakers.

• Help conduct card sorting exercises to understand better which product features are essential for audiophiles' purchase decisions on product landing and detail pages.

• Lead and designed with creative team on a new E-commerce experience, and a design system that reflects Bowers & Wilkins's superior craftsmanship and attention to detail.

• Designed a new home theater builder experience to increase awareness and upsell the full range of Bowers & Wilkins's products for the optimal audio experience.

• Created a delightful data-driven product landing and detail page to encourage product discovery and educate audiophiles on Bowers & Wilkins's difference.

Homepage

Seamless shopping experience

What do educated audiophiles care most about when they are browsing for a $1000 headphone or a $ 60,000 sound system? How do we create online experience to be as authentic, transparent, and trustworthy as buying in-store? How can we create an experience for shoppers to explore all the products effortless?

Keeping our buyers needs and goals in mind, we created an intent driven product landing and detail experience that provided our audiophiles with a deeper look into Bowers & Wilkins's craftsmanship and technology for each product line. Organized the product categories in a flat and scannable structure allowing customers to reach a product page within a couple of clicks within the same page experience. Careful thought and consideration was given for each touchpoint including booking an appointment at the nearest showroom, allowing the user to navigate their own journey and making sure each moment felt personalized.

Product landing page

Product detail page

Building the perfect sound experience

What if money was no object and you can build a studio grade sound system like the Abbey Road studio right in your home? How would you know what experience you want based on your musical taste? what is the best set up for the room? or what is the best audio quality for a personalized experience?

These were some questions we asked ourselves as we designed our theater system builder experience. Considering that buying a $60000 sound system is not an impulse purchase for most people. We created an end-to-end experience that empowers our customers to seamlessly explore and build their perfect sound system online and book an appointment at the nearest dealership and retail store to experience the sound in person, all on the same page. In addition, the page provides users with tools and information that they can print, email, and compare with other major competing brands to better inform their purchasing decision.

Personalized sound system builder