Bose Corporation put their philosophy — to paraphrase, "Better user experience through research" — into action when they embarked on a redesign of their e-commerce website's research and purchasing processes.
Site goals are color-coded and mapped to the IA, ensuring that each page fulfilled both customer needs and business goals.
Bose Corporation is at its heart an organization committed to letting their customers' goals (rather than market researchers or competitors) determine product features, and pursuing extraordinary engineering research to make those products real. When customers started telling Bose their website was not up to standard, they responded characteristically: find out what customers want, and then build a solution that meets their needs.
Filament Group joined the Bose e-commerce redesign project expressly to develop a site experience model that responds to customer feedback, and to rapidly prototype the model to test and validate new ideas.
We started by delving into months' worth of research, customer behavior data and user feedback, and came up with a condensed list of project success priorities that directly linked customer goals and internal business objectives. We made this list tangible by color-coding it, and used it as foundation for the new site information architecture, which in turn served as foundation for the preliminary prototype.
A series of HTML prototypes allowed the team to experience the new navigation first hand.
Over several months, Filament Group worked closely with the internal design, technology and business team to develop an information architecture that delivered information customers needed while keeping true to the Bose brand. We proposed a multi-faceted navigation system based around consumer needs, created ways for shoppers to quickly compare product features and prices, and introduced richer product information to highlight Bose's differentiators: quality, technology, ease of use and superior design. To test our theories, we developed a series of rapid html prototypes to test and refine the user experience each step of the way.
In formal usability tests and informal presentations, the prototype site garnered raves: customers loved how direct and honest it feels, and felt they could get appropriate amounts of information to make decisions. And internal brand managers saw a useful tool to do flexible and focused cross- and upselling.
The prototype served as a center point of an ongoing design process, functioning both as a canvas for the Bose team establishing the new visual design system and as a tool for facilitating internal stakeholder buy-in around larger business process, brand, and customer relationship management goals.