Bang & Olufsen is renowed world wide for the iconic design of it’s audio products – but still there was a missing link to make women love and buy B&O’s offerings.

In 2009 Bang & Olufsen joined the Female Interaction research project. design-people’s user insight team analysed the customer journey from a female perspective and the results showed clearly why women weren’t as cheerful about B&O as the company wished.The website didn’t communicate the benefits of their advance multi-room audio system clearly and appealing to her.

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When a couple came to an B&O shop the salesmen tended to address the man, explaining advanced features of the system to him. The Beosound 5 product itself felt complicated to operate for her and it stole too much of people’s attention when installed in a living room.

The Female Interaction guidelines and a concept study that reinvented the Beosound 5 based on female user preferences showed B&O a way out. Changing the communication of the existing products was the low hanging fruit – so B&O began to shoot new pictures with people and products in attractive and aesthetic use situations.

When developing new products the benchmark users that formerly had been a men with disposable income changed to be his female spouse. Rather than focusing on audio tech-specs and product design B&O now became far more determined to create appealing user experiences – which led to successful new products attractive to both female- and male buyers.


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