Sennheiser
Rethinking how to sell audio online
Company
AKQA Amsterdam
brief
idea
execution
results
Role
Area
Senior Experience Writer
Senior Content Designer
E-commerce
Flagship experience
Design system
UX/UI
Scope
Full rebrand of the global e-commerce experience
Create an online flagship experience that brings Sennheiser’s key audiences closer to sound
insight
With the website’s heavy emphasis on German engineering and technical specs, Sennheiser has trouble connecting with everyday audio lovers online
Sennheiser’s audio solutions are a staple for every audiophile.
But as the brand markets its products with a heavy emphasis on their German engineering heritage and technical specifications, Sennheiser has trouble connecting with the everyday audio lover. While audiophiles have the knowledge, and with it the confidence, to navigate and purchase Sennheiser’s products online, it’s the opposite for everyday audio lovers.
Without being able to touch and experience the physical products, they rarely converted to purchasing customers or brand advocates. While the technical features and functionalities are a must for the audiophiles, everyday audio lovers need human, emotional and lifestyle experiences that express sound in a whole new way.
Sound expressed
in full
A digital flagship experience that unites both audiences through their love of sound. By balancing the scale between premium storytelling and quality audio engineering, users can discover Sennheiser’s solutions on their own terms: online, through high-end visuals, 3D product decompositions, smart search and compare tools.
At each point in their journey, different interactions invite users to dive deeper through visuals, audio, video and text. And while technical specifications are impossible to avoid, tooltips and other supporting content provides the context needed to understand and appreciate each product.
The vision was executed in seven, 2-week sprints
Each sprint was split into a low-fidelity and high-fidelity week, the former to concept a range of executions and the latter to produce detailed design for all touch points.
Once the build was complete, I supported Sennheiser’s content team in reconfiguring the existing content in the new design. The main shift was to move from feature and functionality led content to experiential, lifestyle content to appeal to a broader audience.