Consumer · Global Campaign · 2025
Led end to end UX strategy and UI design for the global launch of Bose's Custom Ultra Open Earbuds with K-pop icon LISA, shaping a multi-channel digital experience built around measurable, intent-driven touch points.
🍎 01 — Overview
I led UX strategy and UI design for the global launch of Bose's Custom Ultra Open Earbuds with K-pop icon LISA. I owned the homepage, global navigation, and end-of-life phase — translating Lisa's cultural moments into a connected, multi-channel system designed around clear user intent and measurable engagement.
🧭 02 — Problem
How might we create a multi-phase, cross-platform experience that feels organic to Lisa's audience, builds anticipation without over-saturation, and drives both emotional and transactional engagement?
Three cultural moments anchored the campaign — Lisa's Coachella performance, her music video release with Tyla, and a pop-up meet & greet. Each one was a spike in attention with a short window. Without a connected system, each touchpoint would compete with the others instead of compounding.
🧩 03 — Approach
I framed the launch as three connected phases, each with its own job. Tease earned the email. Launch converted the click. Sustain kept the story alive.
Build anticipation
Tease
Subtle easter eggs; delay reveal until Lisa's announcement.
Convert attention
Launch
Quick, memorable product storytelling; accessible and shareable.
Hold the moment
Sustain
Ongoing content, challenges, and community; shift to retention.
Within that frame, I owned three surfaces end-to-end: the homepage as the primary landing experience, the global navigation across all phases, and the end-of-life transition that sunset campaign content without losing the fan connection.
🗺 04 — Information Architecture
Each phase got its own IA. Same site, different intent — and the structure had to reflect that.
✨ 06 — Key decisions
01
I structured the experience around evolving user intent rather than a one-time campaign. Each phase — Tease, Launch, and Sustain — was designed to meet users at different levels of awareness, allowing the experience to build momentum over time instead of relying on a single spike.
02
While Lisa's influence was central to the campaign, I ensured the experience remained accessible to users outside the fan base. Product storytelling was prioritized alongside cultural storytelling, so users could quickly understand the value of the product without needing prior context.
03
Users entered the experience from multiple touchpoints — homepage, navigation, and campaign surfaces. I aligned these entry points into a consistent system so users could move seamlessly between phases without losing context or direction.
04
Instead of treating the campaign as a fixed endpoint, I introduced a transition strategy that guided users into a curated 'Lisa's Favorites' experience after the campaign ended. This maintained engagement while continuing to support product discovery and conversion.
🎨 07 — Design
Rather than a single launch page, the experience worked as a connected system — each surface tuned to a different moment in the user's journey. Scroll the mockups below to see the full flow.
The homepage evolved as the campaign moved — Tease, Product Announcement, Start of Sale, and End of Sale — so returning visitors always saw the story progress.
01 — Tease
Subtle cues and visual intrigue ahead of the announcement.
02 — Announcement
Reveal moment — partnership story takes the hero slot.
03 — Start of Sale
Conversion mode — fast comprehension and clear paths to buy.
04 — End of Sale
Graceful sunset — redirects fan energy into the broader catalog.
Beyond the homepage, dedicated surfaces extended the moment — turning fan attention into catalog discovery and ongoing engagement.
Handed the fan connection off to evergreen catalog, turning campaign attention into broader product discovery.
A dedicated giveaway surface kept the campaign earning attention past the launch window.
📈 08 — Impact
Japan
Sold out
24 hours
North America
Sold out
3 days
Europe
70% sold through
Shortly after launch
The phased experience successfully translated anticipation into demand across key global markets.
🌱 09 — What I'd refine
I'd further validate how users move between campaign phases, particularly as content evolves over time. Testing these transitions would help ensure the experience remains cohesive as users shift from discovery to purchase.
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