Bose x Lisa: Designing a Global Fan Experience

Overview

This project centered on designing a digital experience to build anticipation, spark engagement, and maintain momentum for the launch of Bose’s Custom Ultra Open Earbuds in collaboration with global K-pop icon Lisa. Leveraging Lisa’s cultural influence and high-profile public appearances as key activation moments, the campaign focused on crafting intentional, user-centered touchpoints across all channels, each designed to be measurable and aligned with user behavior. The result was a cohesive, immersive campaign that translated fan excitement into sustained brand interaction.

Roles & Responsibilities

UI Designer

UX Strategist

Tools Used: Figma, Miro

May 2025

Campaign Phases:

Tease - Subtle easter eggs; delay reveal until Lisa's announcement.
Launch - Quick, memorable product storytelling; accessible and shareable.
Sustain - Ongoing content, challenges, and community; shift to retention.

UX Challenge

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?

Key Experience Moments

Lisa’s Coachella Performance

Design digital tie-ins to

amplify live exposure.

Music Video Release

with Tyla

Embed product naturally

for shareability.

Lisa’s Pop Up

Meet & Greet

Mobile-first entry to

maximize participation.

Strategy

The campaign website was divided into specialized focus areas, with each designer responsible for key sections. My scope of ownership included:

Homepage – Design the primary landing experience to quickly convey the campaign’s essence, guide user flows into deeper content, and set the tone for the product story.
Global Navigation Journey – Structure and optimize the site-wide navigation to ensure intuitive access to all campaign phases (Tease, Launch, Sustain) and related experiences.
End-of-Life Phase – Create a graceful transition plan for when campaign content was retired, ensuring users still had access to relevant brand/product information post-launch.

Campaign Landing Page

End of Life

Bose.com

Homepage

Product Detail Page

Global Navigation

Research

1. Information Architecture

To support a seamless user experience across the full campaign lifecycle, I created multiple site maps that reflected the evolving content strategy, user intent of each phase. These helped align cross-functional teams early and informed both UX and content decisions.

Tease Phase – Homepage Sitemap

Focused on minimal content, visual intrigue, and subtle cues to generate curiosity without revealing full campaign details. The goal was to spark user exploration and build anticipation while maintaining a clean, intentional experience.

Start of Sale – Homepage Sitemap

With Lisa’s official announcement and the product launch, this version of the homepage prioritized fast comprehension, product storytelling, and clear paths to purchase. Shareability and mobile optimization were key.

Product Activation – Experience Sitemap

This broader sitemap outlined the full product activation journey across pages and touchpoints.

End Of Sale – Transition Sitemap

Designed to gracefully sunset campaign-specific content while maintaining user engagement. Instead of a hard stop, this sitemap guided users to a curated shopping experience: “Lisa’s Favorite Products” a branded page featuring Lisa-approved items that kept the fan connection alive while supporting continued conversion.

User Persona & Journey Mapping

To ensure the campaign experience aligned with the needs and behaviors of Bose’s core customer base, I developed a user persona and journey map rooted in the profile of a typical Bose earbud shopper.

Meet Rohan Patel, a busy, outdoorsy professional and father who values premium audio quality, smart design, and seamless integration into his active lifestyle. While not a K-pop superfan, Rohan represents a key segment of Bose’s loyal customer base tech-savvy, brand-conscious, and looking for products that balance performance with everyday usability.

Key insights

Not all users arrive with high intent to purchase the Lisa earbuds.
Some users may be more interested in general Bose products than the celebrity collaboration.
There is an opportunity to redirect low-intent users to broader product offerings, such as the “Lisa’s Favorite Products” page.
The journey map helped identify natural transition points to guide users toward continued discovery and conversion beyond the core campaign.

Lo-Fi Design Concepts

With the campaign strategy and user journey defined, I transitioned into wireframing to shape the core digital experience across key moments in the Lisa x Bose campaign. These wireframes focused on three primary areas:

Global navigation
Homepage phases
Lisas favorites

Global Navigation Wireframes

Tease phase

Product announcment

Homepage Wireframes

Tease phase

Product announcment

Start of sale

Lisa's Favorites

End of Sale

Collaboration Snapshot

Stakeholders

Contribution

Lisa's Creative Team

Aligned on creative direction & brand tone

Dev Team

Validated technical feasbility

Leagl Team

Ensured compliance with brand & partners

Cross-Functional Team

Consolidated feedback & user priorities

Result: Clear alignment across all teams = greenlight to move into high fidelity design

Hi-Fi Design Concepts

With the wireframes validated and aligned across stakeholders, I transitioned into high-fidelity designs to bring the Lisa x Bose experience to life. This phase focused on refining visual details, applying brand elements, and ensuring the design system translated seamlessly across all key touchpoints.

Global Navigation
Homepage
Lisas Favorites

Global Navigation Designs

Tease Phase

Homepage Designs

Lisas Favorites

TITLE OF THE CALLOUT BLOCK

IN THE FUTURE

Looking ahead, there are several ways this experience could be evolved and optimized:

Extended Engagement: Introduce ongoing fan-driven content or challenges to maintain momentum beyond the Sustain phase.
Deeper Personalization: Use behavioral data to tailor homepage messaging and product recommendations to returning visitors.
Enhanced Accessibility: Continue refining navigation, contrast, and interactive elements for an even more inclusive experience.
Scalable Framework: Apply the multi-phase rollout model to future artist collaborations for efficiency and brand consistency.

Final Reflection:
This project underscored the value of early cross-team alignment and the impact of designing with both user excitement and brand storytelling in mind. The phased UX strategy not only supported a smooth launch but also created a framework for long-term engagement—something I aim to refine and expand in future campaigns

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