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JBL Tour Series
JBL recently launched two new hero products - the Tour Pro 3 and the Tour One M3. Our challenge was to utilize their new design system to create a landing page for these products, highlight the campaign messaging and direct consumers to purchase the products.

jbl.com

My Role

UX Design
Creative Direction

My Contributions

Research
Ideation
Wireframes
Prototyping
Client Workshops


The Problem

JBL came to us wanting to improve their brand perception and be seen as a more premium brand, launch two new products under the Tour Series line, and increase global sales for their headphones.

The Goal

Create a landing page for the Tour Series campaign while:

  • Utilizing JBL’s new design system
  • Creating components that will scale as products are launched
  • Directing customers to clear paths to purchase
  • Establishing a clear, concise messaging hierarchy
  • Accounting for JBL’s global teams needs and constraints

Discover

Our team not only worked on the UX design of this landing page, but also on the visual design, content strategy, copy, and the global campaign. JBL’s team worked on the implementation of our design, so it was essential to establish strong collaboration from the start.

For landing pages like this, it’s key to show shoppers exciting product features, and lead them to the product detail page where they can make a purchase. We worked with JBL’s analytics team to get more insight into their user’s behavior and site performance.

Some findings...


Most users are entering JBL’s product pages via social media campaigns



Page load time is a common issue due to  large visual assets


Users tend to drop off before  reaching the end of the page

Ideate

One of the biggest challenges we faced during the ideation phase was striking the right balance between business objectives and user needs. JBL wanted to increase conversion rates, highlight new product features, incorporate eye-catching visuals, and create opportunities to upsell other products. While these goals were essential for the brand, we had to ensure they didn’t come at the expense of usability or a seamless customer experience.

Our team focused on designing a landing page that not only created excitement around the new headphones, but also clearly communicated their unique features. We had to design an experience that was visually engaging while remaining intuitive, accessible, and easy to navigate. This meant carefully structuring the content hierarchy, refining messaging to be both compelling and informative, and ensuring that interactive elements supported, rather than distracted from, the user’s journey.

Bringing the Campaign to Life

Following the “First Doesn’t Follow” campaign direction and JBL’s established design system, we created a landing page that speaks to the JBL’s playful spirit, while showcasing the innovative technology of the new Tour Series headphones.





The Outcome

60%

in users scrolling through the entire landing page on desktop and mobile

35%

of shoppers are more likely to complete a purchase when entering the shopping experience on this page



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Email
Brooklyn, NY