Rethinking e-commerce for JBL audio

JBL's e-commerce website, which operates across 40 countries, had not been updated for a long time. The design was inconsistent and outdated. To address these issues, we revamped the website with a fresher look, improved user experience (UX), and introduced innovative shopping experiences.

Company

JBL Audio

Role

Product Designer

Year

2020 - 2021

The old JBL website

The previous JBL website lacked mobile optimization, suffered from design inconsistencies across 40 countries, and failed to deliver the bold, immersive experience expected from a leading audio brand. The redesign aimed to create a seamless, modern, and cohesive platform that truly reflects JBL’s innovation and legacy.

Our strategy

Bring back the brand identity - be bold and fun

Our strategy - bring back JBL’s brand identity - be bold and colorful, while being easy to use + fully responsive. This involved multiple meetings with stakeholders, initial research and user testing to help determine the vision and strategy.

Own the narrative & create excitement

Right mix of discounts + trends

One of the user and business pain-points was that the current website looked too much like a 'sales warehouse' and focused on pushing discounts. We focused on integrating lifestyle elements and reimagining the shopping experience to boost user engagement and provide a more enjoyable and immersive online journey for JBL's customers.

Information on a silver platter

Easily glanceable info and specs

The users desired quick access to information in a format that was easy to comprehend. We eliminated extensive paragraphs of text and specification sheets, opting instead for an interactive format that made information readily accessible.

Premium products should look premium

Focus on photography and influencers

Our goal was to reinvigorate the brand's energy and highlight its strengths by utilizing photography, vibrant colors, and engaging elements. Additionally, we sought to leverage the influence of partnerships and influencers.

Mobile first and fast

Focusing on optimization and speed

We realized that the majority of our users, and consequently, their orders, come through mobile devices. As a result, we shifted our focus to a mobile-first approach, ensuring that our designs are responsive. Additionally, we concentrated on speed to guarantee a swift experience for our users.

Complexities and learnings

Learning to talk to stakeholders from different countries.
Insufficient communication with the developer team.
Dealing with an overwhelming number of screens and files.
It was a massive project that consumed the majority of our time.

Despite these challenges, we persisted in addressing them and ensured a successful outcome for the project.

Let's work

together.

subikshasureender@gmail.com

Let's work

together.

subikshasureender@gmail.com

Let's work

together.

subikshasureender@gmail.com