Bose Sleepbuds — Cake & Arrow
I joined Cake & Arrow as Freelance Design Lead; working together with the core team of myself, the UX Lead, Lead Content Strategist, and Head of Delivery. We were tasked with redesigning the Bose Sleepbuds product page experience, and to identify weaknesses in the communications approach that contribute to customer dissatisfaction, high return rates, and negative product reviews.
The initial UX process consisted of identifying the space in which the product exists, referencing health and wellness products as differentiators from tech and headphones, and high-level concept sessions. We created the concept of a "timeline" narrative, whereas rather than listing the product features, we'd focus on the benefits as the user is guided through the night; from preparing for bed and sleeping, to waking up refreshed.
Through two rounds of user research and testing, we discovered that people did not relate to a list of features as much as the problems the product will solve, therefore showing the product experience while in use seemed quite effective. This affirmed our timeline narrative concept, depicting the user literally preparing for bed and sleeping. Other findings included an eagerness to sample the sounds, lack of awareness that there were multiple eartip sizes, significant response to other users/peers voicing their same issues, and strong desire to proceed with a risk-free trial (as we had seen most DTC brands offer).
To speak directly to people that suffer from noise-related sleep issues, and set clear expectations for what using the product will be like, the page's communication and design, a direct response to our findings, tells the Sleepbuds' story from the customer’s point of view, not the product’s, in the form of a night of sleep.
Through an iterative design process, considering existing design patterns and establishing new conventions, final delivery was a CMS-compliant production-ready page with supporting assets.