UX Leadership & Strategy

New Brand Transformation

Following a corporate-wide re-branding effort and new business alignment on site strategy, we needed to transform the Bose.xx sites to visually reflect the new brand expression, and change the site’s approach to the customer shopping experience - all in time for a corporate-wide re-branding rollout.

Business Challenge

Transform the new Global Digital site to reflect the new brand visual expression and site strategy, in a relatively short time frame. The new site strategy put a larger focus on being a brand-led site, supporting omni-channel sales, rather than online sales being the primary driver.

Practically, this meant:

Changing the customer research and purchase journey to focus first on the product stories rather than commerce
Updating a multitude of AEM components and style sheets to reflect the new brand design language
Creating new visual layout components
Updating nearly every template on the site

Approach

Closely collaborated with an external agency to define new approaches for telling product and brand stories, and for guiding customers through the research and purchase funnel. The agency was also responsible for creating a visual design “language” for the site.
Worked with a small internal team of UX and visual designers to scale the agency’s conceptual design deliverables into a tangible design strategy that worked across all product categories and other sections of the site.
Built a road map for the implementation of the site transformation, identifying high-level design, development, and authoring work to be done, and sequencing the order of deployment to maximize business value and account for dependencies between design elements.
Created wireframes, user flows, and functional specifications for various page templates and site features
Built a prototype of the new site structure for usability testing (conducted by a 3rd party)
Collaborated with development teams to ensure high-quality implementation of UX design

Designs and specifications for various versions of product tiles

Seth was instrumental in maintaining the flow for the entire project. I really don’t know how we would have completed this work without him, his UX skills, as well as his institutional knowledge of the site and relationships with our [marketing] colleagues.

- Brian Moore, Creative Director (and my manager)

Results

Successfully launched the updated site in phases, but most importantly, launched the required visual elements to coincide with the corporation’s new brand reveal.
The new design significantly supported the updated strategy of telling our brand story through our product content and supporting omni-channel purchase journeys.
From a UX and visual design standpoint, this represented a huge leap forward in the quality of our site, and helped push us into the upper echelon of luxury brands.

New product pages focused on dramatic environmental and silo imagery, highlighting key product features, and incorporating elements of our "technology-obsessed" brand message

Design Team Credits

Jon Restaino (creative planning & strategy), Pete Forget & Kara Skandier (visual design), Alexis Vaccarino (UX support), Mike Frascolla (copywriting)