People make it happen

Designing for a better world.

Curiosity has always been the driving force behind the industrial- and digital product design at Design-People. Ever since 2005, we have been asking the questions that take our clients’ businesses to the next level. We prioritize understanding the needs, motivations, and barriers for each user in order to find out where the meaningful value lies for the business.

We know design isn’t just about making a product easy on the eyes. Our goal is to simplify and improve product experiences by applying a strategic design thinking approach to our work. In the end, we believe this leads to better solutions for people and for the planet.

Bang & Olufsen bring a female perspective to smart audio

Client:
Bang & Olufsen
Services:
Insights
Sector:
Consumer Products
Bang & Olufsen bring a female perspective to smart audio

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.

Henrik Mathiassen
CEO, Founder
Bang & Olufsen bring a female perspective to smart audio
Bang & Olufsen bring a female perspective to smart audio
Bang & Olufsen bring a female perspective to smart audio
The Female Interaction guidelines

The website didn’t communicate the benefits of their advance multi-room audio system clearly and appealing to her. 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 esthetic use situations. When developing new products the benchmark users that formerly had been 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.

Bang & Olufsen bring a female perspective to smart audio

"At B&O we find that perspectives and results produced in the female interaction project both inspire and influence the thinking in our marketing, product management and technology department."

Søren Bach, Head of Research, Bang & Olufsen
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.
Women want benefits, not features

A recent example is the Moment Smart Home Audio system – a one touch audio system that is deeply inspired by a female take on music and Smart Home technology: Moment can provide precisely the atmosphere you are looking for. “Start a sound experience that fits your mood, with just one touch”. The option of hiding the display by flipping it around provides discreet and smooth experience in everyday use: “Just touch the wooden interface and BeoSound Moment will do the rest, effortlessly filling the room with the music you love”.   


According to Bang & Olufsen Head of concept development, Lyle Clarke, the findings of Female Interaction clearly demonstrate that women want benefits, not features.

Explore our work

Vifa
Nordic design – inspired by women – drives Vifa’s Business.
Industrial・ Insights
Marel
Design for productivity and branding in the food sector
Industrial ・ Insights
Ambu
Communication design that saves lives
Insights