Bowers & Wilkins
Ecommerce for premium audio
Project:
Eommerce Website
Description:
Ecommerce Product Design
My role:
Experience Director & Project Lead
Introduction
Bowers & Wilkins, renowned for its high-end audio equipment, faced the challenge of modernising its digital presence to align with its premium brand image. The goal was to create a seamless and engaging direct-to-consumer (DTC) e-commerce platform that not only reflected the quality of their products but also resonated with their discerning customer base. This case study outlines the collaborative efforts between This Place and Bowers & Wilkins, focusing on the strategic, creative, and technical processes involved in this digital transformation.
The challenge
Bowers & Wilkins needed to rejuvenate their online presence to better reflect their brand values and connect with a global audience. The primary issues were an outdated web design, lack of engaging user experience, and suboptimal e-commerce functionality. The challenge was to develop a platform that mirrored the excellence of their audio products and provided a compelling brand narrative.
The results
The project resulted in a revitalised e-commerce platform that significantly boosted user engagement and online sales. The new design elements and user-centric features led to higher engagement rates, improved navigation, and increased conversion rates. The modernised website effectively communicated Bowers & Wilkins’ brand story, reinforcing their position as a leader in the high-end audio market.
My role
As the Experience Design Director, my role involved leading the design team, fostering client relationships, and driving the overall project vision. I was responsible for overseeing the strategic planning, conducting stakeholder and user interviews, and guiding the creative process. My leadership ensured that the design aligned with Bowers & Wilkins’ brand values and effectively addressed user needs.
Discovery
The project commenced with a comprehensive discovery phase, where detailed interviews with stakeholders were conducted to understand the brand’s digital positioning and identify areas for improvement. Simultaneously, user interviews were carried out to gather insights into user preferences and pain points. A thorough audit of the existing website helped pinpoint technical and design shortcomings that needed to be addressed.
Design
In the design phase, iterative design sprints were employed to develop and refine design concepts, ensuring they aligned with Bowers & Wilkins’ brand values. Collaborative workshops with stakeholders were organised to ideate and conceptualise the website’s aesthetics and functionality. A modular design system was developed, allowing for market-specific customisations without extensive technical requirements. This phase ensured that every design element was meticulously crafted to enhance the user experience.
Development
During the development phase, high-fidelity prototypes were created to visualize the user experience and gather feedback from stakeholders and users. User testing was conducted across various countries to gather insights on market preferences and behaviours, iterating designs based on feedback. Ensuring seamless integration with existing systems was a key focus to provide a consistent and efficient user experience.
Design Highlights
Storytelling
The design approach was deeply rooted in storytelling elements to emotionally engage users with the brand. Special attention was given to developing a user-centric design through a modular system that allowed for market-specific customisations. The iterative design process involved continuous feedback and refinements, ensuring the final design was both functional and visually appealing.
Collaboration
Collaboration was a cornerstone of the project, with regular workshops and ongoing feedback from the client to ensure alignment with Bowers & Wilkins’ vision. This collaborative approach allowed the design team to stay true to the brand’s core values while innovating and enhancing the user experience. The result was a modern, engaging, and functional e-commerce platform that effectively communicated the brand's story and met the needs of its global audience.
Increased User Engagement
The new design elements and user-centric features led to higher engagement rates.
Higher Conversion Rates
Improved navigation and a seamless user journey resulted in a notable increase in conversion rates.
Enhanced Brand Perception
The modernised website effectively communicated Bowers & Wilkins’ brand story, reinforcing their premium market position.
Global Rollout Success
The flexible design system allowed for market-specific adaptations, ensuring a successful global rollout.