JBL: An Iconic Legacy
The upper-funnel pages are not designed to guide exploration, compare options, or help users make informed purchasing decisions. As a result, shoppers who are unfamiliar with JBL’s brand or product lineup may struggle to find the right fit and may turn to other retailers with more guided shopping experiences.
We wanted JBL.com to reflect the brand personality, values and legacy, as well as educate people around the product lineup. By achieving this goal, we could create a truly engaging and immersive experience that improved brand perception and guided discovery.
I collaborated closely with the data analyst and product strategist on my team to identify key gaps in the current experience. This involved conducting an in-depth audit of the existing site and competitive landscape, facilitating comprehensive user journey workshops with clients, and leading stakeholder interviews. These activities helped us uncover critical insights, which we then synthesized into two key experience goals to guide the design process.
User Journey Workshops
I conducted user journey workshops with JBL to understand the comprehensive shopping journey of a typical user.
Stakeholder Interviews
I co-led stakeholder interviews with various employees at JBL to uncover key business goals and challenges.
Competitive Analysis
I co-conducted a competitive analysis exercise to understand industry standards and areas to stand out.
Experience Goal 1
Hero the brand legacy and technology
The approach
We wanted to make the homepage into a destination that showcases JBL’s rich brand legacy and cutting-edge technology, reinforcing its heritage in audio excellence while highlighting innovation and performance.
Final Designs - Key Feature
The homepage technology callout is a series of expandable cards, that once expanded, opens an overlay with in-depth insights, showcasing the engineering that sets JBL apart. By offering transparency and proof of innovation, JBL builds trust and strengthens its reputation for premium, high-performance sound.
Final Designs - Key Feature
The "History of JBL" callout on the homepage highlights the brand’s 75-year legacy, reinforcing credibility and heritage. By directing users to the About Us page, it showcases JBL’s longstanding impact on audio innovation, building trust through its proven expertise. This nod to history not only strengthens brand perception but also positions JBL as a leader with a rich legacy of sound excellence.
Experience Goal 2
Improve product education on upper funnel pages
The approach
The live product finder was on a separate page and difficult to find, so I decided to create an in-page product finder experience that would surface on upper funnel category and subcategory pages and help guide users toward the right product for them, without leaving the page. We wanted to find ways to educate users on the key differences between certain product types, like over-ear vs. on-ear vs. over AND on-ear headphones. We explored an interactive scroll-through carousel that could hero specific products, as well as a product package grouped by use case i.e. best for gaming, best for work from home. The goal was to ease decision making and guide users toward relevant products.
Final Designs - Key Feature
The product finder quiz on category pages helps users discover the perfect earbuds by tailoring recommendations based on their style and use case preferences. By simplifying product selection, it enhances education, reduces decision fatigue, and guides users seamlessly down the purchase funnel. This personalized approach not only improves the shopping experience but also increases confidence in choosing the right JBL product.
Final Designs - Key Feature
The product walkthrough component is featured on category pages and guides users through a dynamic exploration of the product lineup, highlighting key features and distinctions between each product type. It’s designed to simplify decision-making by making complex product details feel intuitive, interactive, and easy to digest.
Templates
Component Library
Final Designs
