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.

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.